Program planning, objectives, budgets, measuring success.
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Rescooped by Manasi Ambavane from Week 8: Direct Marketing & Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Program planning, objectives, budgets, measuring success. | Scoop.it

Via Jessie Joseph, Etain Chow
Manasi Ambavane's insight:

The article explains how a brand and consumers have a miscommunication and what it could lead to. Companies often miss the chord and find the traditional ways of marketing old fashioned and always try to rope in new ways of marketing. They try to adjust with the modern world but forget the most important thing- customer relationship or customer value. In doing so, they dont pay heed to what customers actually want which creates differences or miscommunication between customers and brands. Since the arrow doesn’t hit the mark, the invested capital may get wasted. If a company is able to deliver results just as the consumers need with a blend of traditional as well as modern ways then it inevitably achieves its goals.

Understanding a consumer's demands is therefore needed for a company to walk on the path of success

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Sheenal Prakash's comment, September 26, 2013 11:20 PM
marketers need to distinguish between the products which consumers need like basic needs and the product which the consumers want because the product that they want are going to be the products they pay more attention to and will likely be willing to pay more for a product they want rather than need because it has more emotional attachments
Holly Adams's comment, September 27, 2013 12:03 AM
@yuhang. Very good article! Thought it was a interesting read and had some great points. Customers will always find a way to get what they 'want' often by trying to convince them selves it is what they 'need' therefore blurring those two line. Often we see advertising talking about a new product that everyone needs when in fact people would be absolutely fine without it. Hear over and over again (whether on tv, radio or billboards) will eventually start to see the reasons they NEED it that product. A prime example of this is the iPod, 20 years ago there was absolutely no need to have music with you all day long, and people were find with this. However know it is a belief that people NEED the iPod so they can listen to music any time they please. They have changed a want into a need for everyone, aka great marketing!
Shichi Zhong's curator insight, May 14, 2014 12:30 AM

The article explains how a brand and consumers have a mis-communication and what it could lead to. Many companies believe that what's popular can represent the right thing to do. However, sometimes it is not what customer want. Companies often miss the chord and find the traditional ways of marketing old fashioned and always try to rope in new ways of marketing. They only think about the product/service from their opinions but not from customer's feeling and behaviors. They try to adjust with the modern world but forget the most important thing- customer relationship or customer value. In doing so, they do not pay heed to what customers actually want which creates differences or mis-communication between customers and brands. Since the arrow doesn’t hit the mark, the invested capital may get wasted. If a company is able to deliver results just as the consumers need with a blend of traditional as well as modern ways then it inevitably achieves its goals. Understanding a consumer's demands is therefore needed for a company to walk on the path of success.

Rescooped by Manasi Ambavane from Week 8; Direct marketing and consumer engagement
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Program planning, objectives, budgets, measuring success. | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Orlando Werffeli, Jillian Hor Maelynn
Manasi Ambavane's insight:

The article tells us the importance of consumer behaviour and gives us an idea how a company should plan its strategy keeping this in mind. It truly says that the survival of a business entirely depends on how it accurately predicts a consumer's mentality. It can either make or break a business. Understanding consumer behaviour includes making a research on the behavioural pattern of the consumers and planning accordingly. The behaviour may vary and the businesses should learn to adapt to changing times. It should learn to make use of resources available such as digital communication. Smart phones being the latest trend, companies should reach out to the consumers with its help and make their efforts count. Various other measures such as investing heavily during high demand or luring the customers with offers could bring the company on a right track.

Following these mantras could make a company undisputed masters in their fields.

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Daryl Peterson's comment, September 26, 2013 3:10 AM
Yes Manasi i agree completely this article give good insight about conusmer behaviour and how marketers need to understand it before engaging with consumers. The four tips shown in the article are also very helpful when getting engaging with consumers. The article also mentions the importance of the holiday period and how marketers should market earlier with consumers as its the most consumer-engaging time of the year. Segmenting the audience is also useful as you dont want attract other consumers who arent interested, timing the promotions is essential as too late could mean noone would be interested as the time has passed which again goes back to the point of starting early. Mobile leverage is a big one as smartphones and apps are now very common in the world and are contribute a great into engaging with consumers.
Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

Rescooped by Manasi Ambavane from The power of ideas; integration across all media.
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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | Program planning, objectives, budgets, measuring success. | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.


Via German Grebenyuk, Ashleigh Nicol
Manasi Ambavane's insight:

 

Article emphasises on the role played by technology in today's marketing strategies. Major companies are aware of the fact that consumers love everything that is handy or something which takes less effort. So something that could help the companies to stay connected with consumers 24/7 is really a big deal! With the smartphone fever catching on, companies could consider it as a golden opportunity to lay their business foundation or receive feedbacks from the consumers. In short, business should learn to catch up with the changing times and should find new ways of doing business to fit into the consumers' ever changing demands. With digital marketing gaining grounds, it won’t be wrong to say that the one, who fails to walk with it, later finds its own destruction.

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Daryl Peterson's comment, September 26, 2013 3:15 AM
Very well written curation Manasi. This article relates to the the real world and is relevant in how technology is slowly taking over the world. Marketers who use to send out flyers in the mail or ads over tv and radio now use social media sites. It is an effective tool to use as its quick and efficient for both marketers and consumers as it saves time. This also allows marketers to interact with consumers by using instagram to show not yet released products, tweets to set trending topics to catch consumers attention and faceboook which is the most used social media site to get their message across to a wider target audience. Thies allows marketers to engage with consumers and increase both their brand image and recognotion within the market.
Gregory Farr's comment, September 26, 2013 6:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
Sarah Johnston's curator insight, September 26, 2013 9:58 AM

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."

Rescooped by Manasi Ambavane from MILESTONE 2 - IMC
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Program planning, objectives, budgets, measuring success. | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...

Via Alana Meikle
Manasi Ambavane's insight:

The article gives first-hand information about a business trend that is turning many heads, marketing communication mix. The word 'mix' itself gives an idea that it is a combination of many positive elements to form a single powerful trait which when adopted by a business could bring it on the path of success. A business, to have a successful run at the Market should have a good marketing plan. Communication mix is considered as the encyclopedia of marketing measures to be taken to run the business. Following this trend will not only help the business to lay its foundation in the market, but will also help in creating a customer base that will be hard to lose.

A popular name and a strong customer bond is all a company needs to create a stronghold in the market and beat its competitors. In article it has also mention about the five elements of communication mix ie advertising, personal selling, public relation, direct marketing these the elements which are really important when a company wants to communicate about their product with consumers but at the end the article tells that even event sponsorship is important part of communication mix. It’s about advertising your company and help the events like sports to come up for the community. 

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Daryl Peterson's comment, September 26, 2013 2:49 AM
Well written Manasi. The article is very informative and gives a clear insight about the communication mix. It breaks down the variety of promotions which helps make it easier to understand. Advertising, personal selling, public relations, direct marketing can all help a business benefit in the long term. It also explains the methods outcomes for businesses who use the communciation mix effectively.
Harshika Mistry's comment, September 26, 2013 6:14 PM
A very well implemented insight Manasi. This was a very interesting article for this paper as it gave me a clear understanding what the marketing communication mix is. It gives a clear guideline of the different and unique ways the businesses can implement some aspects of the communication mix to their marketing campaigns in order to communicate and promote their products to their prospects. I believe the marketing communication mix is essentially what IMC is all about.
renaychand's curator insight, September 26, 2013 6:36 PM

A business, to have a successful run at the Market should have a good marketing plan. Communication mix is considered as the encyclopedia of marketing measures to be taken to run the business. Following this trend will not only help the business to lay its foundation in the market, but will also help in creating a customer base that will be hard to lose.

A popular name and a strong customer bond is all a company needs to create a stronghold in the market and beat its competitors. In article it has also mention about the five elements of communication mix ie advertising, personal selling, public relation, direct marketing these the elements which are really important when a company wants to communicate about their product with consumers but at the end the article tells that even event sponsorship is important part of communication mix.

Rescooped by Manasi Ambavane from Week 7 - The Power of Ideas, integration across all media
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Program planning, objectives, budgets, measuring success. | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Matilda Alisi
Manasi Ambavane's insight:

The article explains the idea of direct marketing which is a type of personal marketing. It doesn’t target a group of people, but takes into account the needs and demands of individuals and helps us take decisions in the future. Being a personal contact, it helps improve the brand-customer relationship and the consumer gains a sense of loyalty. Maintaining such customers can help the company to grow and increase its popularity furthermore. Some of the tools of direct marketing are the social networking sites wherein a brand can keep its info updated through Facebook or twitter. The latest tool being a smartphone which has now become a revolution for various brands want to connect with consumers. Succeeding such trend will not only help companies to keep their older customers but will also help them to make new ones through these social networking sites. With these brilliant techniques, companies can have an edge over their competitors and enjoy the fruits of success on a long run. 

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
Rescooped by Manasi Ambavane from Week 5; Program Planning, Objectives, Budgets, Measuring Success
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Determining a Budget

Determining a Budget | Program planning, objectives, budgets, measuring success. | Scoop.it
Marketing budgets aid in the planning of operations by forcing managers to prioritize activities and consider how conditions may change. Read more about determining a budget in the Boundless open textbook.

Via Jillian Hor Maelynn
Manasi Ambavane's insight:

This article written by Manea it emphasizes on the importance of budgeting for any business. Planning forms the foundation of a business. Budgeting involves preplanning the usage of funds and resource determining how and where to invest the money. The running of a business is a turbulent affair. Conditions may change wherever and whenever they can. A manager has to consider all the possible things that could happen in the future and plan accordingly in the present. Such planning can help the company withstand any problem and will make it adaptable to the changing situation. Like maintenance is to automobiles, budgeting is to a company or business. It helps keep an eye on all the business activities taking place in various departments and gives an idea how to and what to do in the future to follow the path of development. This in turn helps co coordinating the activities of different departments and creates unity. Budgeting plays such an important role in a business that without it there is a possibility of imminent failure. A company with proper planning and a good foresight can scale any height.

 

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Alexandra Sinclair's comment, August 20, 2013 5:40 PM
Similar to other articles I've read... it's all about the planning! This is where the SMART objectives come in...
Daryl Peterson's comment, August 21, 2013 12:00 PM
Very well critiqued Manasi I agree that planning a budget helps greatly when its comes to running a business. Managers must understand the concept of an integrated marketing plan. However i feel that the main idea of SMART should also be integrated with budgeting plans if businesses wish to be successful. A business that has proper planning strategies and understand the concept of SMART will be better off in the future. This can also improve the business and can help managers understand the concept of IMC, And therefore budget accordingly to maximise their productivity and performance in the long run.
Harshika Mistry's comment, August 21, 2013 10:20 PM
A very well written insight Manasi. I strongly agree with you that budgeting is tremendously important for all organisations in order to be successful in the foreseeable future. What is a budget? A budget is an estimate of income and expenditure for a set period of time. However, it is very important for marketers to plan their budget slowly and effectively, as any mistakes can make a huge impact to the business. Therefore, I would recommend marketers to use the SMART objective. By planning the how much funds and resources will be utilises in the next accounting period when help the employee make other decisions for the company. However, marketers should also consider the components of IMC when budgeting.