Milestone 2 from week 6-8
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5 Tips for Direct Mail Marketing | e-Miles Brand Awareness Strategies

5 Tips for Direct Mail Marketing | e-Miles Brand Awareness Strategies | Milestone 2 from week 6-8 |
Direct mail marketing is a great way to promote brand awareness within your target market. Here are 5 tips for using this method to generate leads and sales.
Li Ma's insight:

This article is focusing on the direct mail marketing; it mentioned the key point and how to improve the direct mail marketing. Direct mail is the process of sending prospects and customers marketing messages through mail, and the purpose of this marketing strategy is to increase the product sales by targeting the group of consumers, and build brand awareness, it can also reinforce other branding efforts from other channels. The article mentions a few general tips when building the direct mail marketing. Firstly, finding the right list for your campaign, this means to work with a list broker to better understand your business, industry and audience. Secondly, having a direct copywriter, it is important because they are skilled and know how to write to gain consumer’s attention and let them buy. Thirdly, follow up with initial campaign, if the fist campaign is successful, it is necessary to follow up for next campaign as it will increase brand awareness, which can help build some rapport and familiarity with your prospects. Fourthly, start with your own database, by using your own database of customers, because your customers are more likely to purchase from you because they’ve already done business with you.  Fifthly, focusing on getting the lead, which means once prospects say they’re interested use the phone to make the sale or set up a sales appointment. Anyway, in my opinion, I think it is a nice article, it briefly explain a few general tips that need to be cared when designing a direct mail marketing, providing a much clear direction for marketers.


David Weng's comment, September 25, 2013 7:53 PM
Good insight, Mary. This article forces on direct mail marketing, what is direct mail marketing and 5 general tips for direct mail marketing, first is Find the right list for your campaign, to understand what is your work is, what you have to do. Second is invest in a copywriter, use copywriting make all the difference in campaign. Copywriter is skill need take year to know that. Third is follow up with your initial campaign, following up will increase brand awareness, which can help build some rapport and familiarity with your prospects. Then is start with your database first, Customers are more likely to purchase from you and you also save the cost of list rental fees. Last one is Focus on getting the lead. It is far easier to get the prospect to submit their information than sell over the mail.
Juju Jadine Davis's comment, September 26, 2013 12:32 AM
Quite interesting to think that direct marketing is the most underutilised of all marketing tools. One of the biggest misconceptions of direct marketing is that its sole purpose is to create leads and or to directly produce sales however, this is just one aspect of direct marketing which is the direct selling. The other aspect is the marketing function in IMC. The article also discusses tips on direct mail marketing.
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2013: The Year of Integrated Digital Marketing | Social Media Today

2013: The Year of Integrated Digital Marketing | Social Media Today | Milestone 2 from week 6-8 |
the future is integrated and digital integrated digital marketing The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer.
Li Ma's insight:

This article is mainly talking about the importance of integrated digital marketing, and in current business environment, the application of of Internet, social, and mobile technologies have shifted power from the producer to the consumer. This means that making a proper digital marketing strategy is more and more important for a competitive brand or product. In this article, it mentioned a few digital marketing examples which are referring to the marketing trend for 2013. This include the maturation of mobile, because mobile-first marketing campaigns become more prevalent, marketers should be aware of the mobile device in marketing mix. And the social’s integration into business, as people turn to social media to resolve customer service issues and inform purchases decision, brands will use social platforms to offer real-time interaction with prospects and customers. Moreover, the article mentioned consumers Fully Embrace Social, Local, Mobile, from which the author aim to emphasis the rising effect of digital marketing. Because of its importance, it is necessary to use the digital marketing as today’s marketing as consumers expect personalization and seamless online user experiences, and by using the digital tools, will be easy to build connections with target market. 

David Weng's comment, September 25, 2013 9:12 PM
I like your comment Mary, this article meanly talk about the importance of integrated digital marketing. Author have list brief list of the top marketing trends for 2013 to prove his thought. The Maturation of Mobile; Social’s Further Integration into Business; Consumers Fully Embrace Social, Local, Mobile; Content Marketing, Squared; From SEO to Targeted Discovery; The Democratization of Big Data and Video and Audio Marketing for Consumer Engagement. From these points, we could understand integrated digital marketing really makes our current life difference than before. In this article, it also shows the rise of integrated digital marketing, why business needs Integrated Digital Marketing. “Today’s consumers expect personalization and seamless online user experiences. They’re looking for content that informs, entertains, or otherwise adds value to their daily lives.”
Juju Jadine Davis's comment, September 26, 2013 12:17 AM
Very interesting article. It talks about how there has been a shift in power from producers to consumers and this is due to the digitisation of consumption and the cluttered competitive marketplace which make consumer engagement increasingly important to marketers and moreover, the innovative and creative ways in which consumers are communicated with. Current consumer trends have led marketers have embraced social, local and media platforms in order to market products.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 from week 6-8 |
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Li Ma's insight:

This article is mainly talking about the key factors that you need to consider when developing an effective marketing mix for your product. Basically, the marketing mix should be created from a combination of advertising, sales promotion, public relations, direct marketing and interactive marketing. Referring to the target customer, the marketer should make market segment to decide which group of consumer most likely to buy their product, this process could be done by directly talking or questionnaire to as many consumers as possible. And also the communication channel is essential for marketing mix as well, though the channel to carry the product information to customers. And then it needs to estimate the cost of marketing campaign, which could manage the affordability of marketing mix. Finally in this article it mentioned measuring, which is measuring the result of your marketing plan to see whether you spend money wisely, this could be done through response form for customer. In my opinion, like this article mentioned, there is a lot of factors need to consider, but it still depends on your business environment to weighting those factors.

David Weng's comment, September 25, 2013 10:14 PM
This article meanly talk about how developing effective marketing communication mix. From the target customer, the marketer should find out what your target customer reads, listens to, views and trusts among all the media outlets you have available. And the communication channel also important for marketing mixes, though your target customer may use many types of media, you must select the ones that will carry your message out the best. For the cost estimates, you have to evaluate the total cost of your marketing campaign. The last one is measuring, you need to results to make sure you are spending your dollars wisely.
Juju Jadine Davis's comment, September 26, 2013 12:08 AM
This article talks about the importance of identifying target consumers, the appropriate communication channels and the estimation of the cost of the marketing plan. Equally important to every marketing communications plan is the measurability.
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Milestone 2 from week 6-8 |
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao
Li Ma's insight:

This article is specifically explained the benefit and component of direct marketing. It is mainly list and explained why business and marketing firm should engaged in direct market,  to have a well-planned direct marketing system is essential, it could help to attract customer’s attention for the product offering, specifically the benefit were summarized in 7 categories. Firstly, it could allow you to contact with customers directly. Secondly, it can be experiment for new market or product. Thirdly, cost effective. Fourthly, build personal connection with customers. Fifthly, could focus on specific group. Sixth, provide direct feedback. Seventh, the results are quantifiable. Moreover, the article explain the component of direct marketing, for the direct mail marketing, which is most reliable and include catalogs, envelope mailers, postcards, free-trial CDs and advertising mail. And direct response marketing is specially designed to prompt an instant response from your audience. And also the benefit from a direct marketing campaign with e-Miles, which refers working with e-Miles’ consumer engagement program will guarantee you the best results. Consumers will certainly appreciate the enhanced level of personalization.

Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable


Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

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DAGMAR – Defining Advertising Goals for Measured Advertising Results

DAGMAR – Defining  Advertising  Goals for Measured Advertising Results | Milestone 2 from week 6-8 |
Russell Colley (1961) developed a model for setting advertising objectives and measuring the results.
Li Ma's insight:

This article mentioned DAGMAR model for setting the advertising goals and measuring the result. This model suggests that the final objective is to let the consumer go through four level of understanding, from unawareness to awareness. This process includes awareness, comprehension, conviction and action. And this article emphasized the importance of awareness for consumer buying behavior, and awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing an organization at any one point of time, which could be shown from an awareness grid to briefly show the relationship between customer awareness and involvement. The writer explained what the marketers need to do when facing each situation in the grid, and supported with some company examples. Also this DAGMAR model explained what should be included in a good advertising objective, which consist of a few requirements, make sure the goals are concrete and measurable, precise target audience, benchmark and degree of change sought to determine what changes or progress has been made, specifically time period and written goals. In my opinion, this DAGMAR model is quite practical for advertising goals and measuring result, by following these steps above, it will give a clear direction for advertising goal making.

David Weng's comment, September 25, 2013 9:50 PM
Really useful article, Dagmar model is to defining Advertising Goals for Measured Advertising Results. Dagmar model suggests that from unawareness to Awareness—the consumer must first be aware of a brand or company Comprehension—he or she must have a comprehension of what the product is and its benefits. And this article explain the importance of awareness, “Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected.” From the awareness grid we could see the relationships between awareness and Buyer experiences involvement. Also explained what we have to care about in advertising. I think this article is quite particularly. I really enjoy this article.
Juju Jadine Davis's comment, September 26, 2013 6:21 AM
This article is interesting and addresses the four stages marketers aim to take consumers through in order to reach the desired outcome of the communication - for consumers to accept a call to action. This article is helpful with understanding the planning and development IMC. The DAGMAR model is similar to SMART objectives however, the DAGMAR is specific to advertising.
Beckie Epke's curator insight, May 14, 2014 5:47 AM

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. Advertising is primarily a communication task and its success should not be measured by the volume of sales but by communication success. Other factors can affect the volume of sales for a product such as environment or competitions incentives. The buyer experience involvement requires the consumer to be fully aware of a products existence. Attention and awareness levels only need so be sustained and other communication methods added. Once a consumer’s attention has developed it cannot be neglected or the company can risk loosing their customers to a competitor.  When consumers have sufficient levels of awareness they should be quickly moved into a purchase position with little assistance with other elements of the mix. However awareness is not always enough, people actually need to know and be provided with information about the product you want them to buy. When a consumer is convicted to buying a product this means they will be looking to make a purchase at the next available opportunity. The last step of the model is action, which involves communication from the advertisers that encourages the buyer to purchase the product. 

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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone 2 from week 6-8 |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Paula Hudson
Li Ma's insight:

This is a very good article; it talked about the key elements for making a well-stated objective, which provides a foundation for measuring and evaluating the entire marketing communication programs.

It is very briefly mentioned how to make the objectives to be well-stated, which means making the objective to be SMART.

The first tip is Simple, that means the objective should be simple, only have one objective, this is important because many companies set over one objectives, which is hard to finish during a certain time period, you can only measure one objective at a time. The second tip is Measurement, this means state the measurement metric as part of the objective. The third tip is making sure the objective is achievable; attract the most awareness by using the limited budget. The next tip is realistic, the objective should be defined related to marketing communications, and should include one of the element of Awareness, Interest, Evaluation, Trial, Purchase, and Reassurance. The last tip is timeliness, which means make sure how long that the time period will be to finish the objective.

I think these five tips are pretty much enough for making a well stated objective. it is quite clear and brief to tell people the importance of having a such well stated objective for the success of marketing communication. 

Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Victoria Clark's curator insight, September 15, 2013 11:40 PM

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.