This article is great as it goes into depth of direct marketing. Knowing of these advantages will help strategically construct a IMC programme. This because it will increase your company's brand equity which is what everyone wants in their business.By going through different types of direct marketing will test every aspect of it in order for you to get the success you want.
Even though this article focuses solely on direct marketing for craft beer - the aspects of this still can be applied to other innovations or new brands people would like to create. This is only direct marketing at a small scale but an effective way of doing direct marketing. The tips throughout this article should be considered in any business just to give them that further push down the line for success. These days a lot of businesses use social media sites such as Facebook & Twitter for direct marketing but the ways that the author has illustrated direct marketing just shows that there are easy and simple ways of directing marketing other then social media websites. I definitely would not recommend to reply on just these 4 tips but they are just giving companies a headstart to get their brands/products out in the global market.
This article points out three ways to use social media to increase sales productivity. These are:
1) Use social media to verify your leads
2) Follow your leads
3) Find the best customers
These three points do give you a great advantage if used correctly but will not cover the whole of the communication mix. Even though social media is a huge source that everybody uses today, not all brands use the same social media website. Different businesses/companies will use different social sites but keeping an eye on all these types of sites would be handy but can be a handfull at the same time.
As touchpoints and technologies evolve, so does the definition of direct marketing.
Duncan Robertson's insight:
Directing a message to your potential customer have so many benefits and advantages for your company. Over the years direct marketing has changed from being mails to being all over your laptop/computer. A lot of people don't want direct mail these days as they contain so much more information then social media (magazines) and they are harder to dispose - emails you can click one button and they are gone. Benifits that direct marketing can bring upon create customer loyalty, engagement with your consumers may increase which will determine the performance of your business to an extent. This shows that the use of direct marketing is vital in order to gain some reputation and build your business/company. This article just talks about the simple characteristics of direct marketing and how people may use them.
This article shows the impact of QR codes and NFC chips and how effectively they are being used worldwide. This is a type of channel that people are using and QR Codes is a real creative way of getting customers more involved with their products. NFC is still rising over time - there are marketers using it but there is only a small percentage of them and they are just using the NFC at its early stages. This is a great way to show how creative media can be in order to plan your IMC Campaign.
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