The Communication Mix and Direct Marketing
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Rescooped by Candace Pritchard from I can explain it to you, but I can't understand it for you.
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Say Hello to “Demand Tagging,” The Next Generation of Direct Marketing

Say Hello to “Demand Tagging,” The Next Generation of Direct Marketing | The Communication Mix and Direct Marketing | Scoop.it

The retail industry is experiencing a fundamental shift in consumer expectations as mobile technology nears ubiquity.


Via Riaz Khan
Candace Pritchard's insight:

This article was an interesting read! The artcile talked about a new way of direct marketing called 'demand tagging' which I thought was a brilliant idea! If marketers had the choice to market their product directly to consumers it would be a great opportunity for new customers. The article gives an example of a shop not haveing what a customer wants so therefore the consumer tweets about it and with the use of demand tagging - another shop/brsand can directly let that consumer know that they have the product available for them! This article gave me a good insight of a possible new idea for direct marketing and consumer engagement.

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Maybelle O'Connell's comment, September 26, 2013 5:06 AM
I agree with Angela Kim that "demand tagging" is a good idea. demand tagging is when customers talk about a particular product on social media cites such as Facebook and twitter company’s are then able to directly target those consumers with discounts and offers. This is a new and innovative way of direct marketing.
Amy Davidson's comment, September 26, 2013 8:18 AM
I agree with Candace, the importance of "demand tagging" is higher priority now as it allows the marketers to market their products to consumers who they want to attract, and loyal consumers already within their base. It is an experienced and developed way of marketing directly and appealing to the customers needs and wants.
Yangyu Wang's comment, September 26, 2013 4:55 PM
It seems form me that the demand tagging strategy is a part of the market research and analysis. The company must know what their target market is and what they really want. I think this is the basic ideology which leads their bossiness to success. And the use of demand tagging strategy is a double win situation on both customers and companies. It save them both troubles on knowing each other’s needs.
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The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog

The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog | The Communication Mix and Direct Marketing | Scoop.it
Candace Pritchard's insight:

This article goes on o talk about how direct mail is thought to be dying out but is still more effective than other means of communication. I agree with this article as I believe most people will at least look at what mail is in their mailbox compared to an email that could come through as sapm or junk and many will not even bother opening.The article has research saying 88% of direct mail is opened compared to the small 11% of email openings. The article states that this is an effective way to physically place something in the consumers hand which can result in new customers, consumers visiting the store or even purchasing a the product.This article shows that direct markeing can be very effective if done the right way and at the right target audience.

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Olivia Bromley's comment, September 23, 2013 5:28 PM
This article explained how direct mail is a more successful way of engaging with consumers. This method of marketing is physically given to consumers and therefore encourages them to open it and read what is inside. This is in comparison to emails which can be easily deleted without a second thought by consumers. The article says that direct mail uses all of the consumers senses which makes them more likely to open it and mail that is scented or appears to be intriguing has a higher rate of being opened then other forms of direct marketing.
Reuben Gordon Dalziel's comment, September 25, 2013 5:46 PM
Even though the article explains how direct marketing emails are dying out, they are still very useful and definitely helps to engage consumers with the brand and their products. The article also includes statistics suggesting that the emails are good to use because of the high volumes of people opening them, (even if they do not read them, it still gives some connection that can be a lot harder to establish otherwise).
Amy Davidson's comment, September 26, 2013 8:53 AM
I believe that direct mail is a tricky ideal in capturing the consumers and receiving feedback or acknowledgement on the mail system. Both literal mail, and email have no affect on me when it comes to business ones, other than being a hassle to delete from inbox or spam. Therefore I agree with Candace that people do not bother to open these mail types, and especially with the facts and numbers she has produced from the article.
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | The Communication Mix and Direct Marketing | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Candace Pritchard's insight:

This is a simple article which gives 5 steps in developoing an effective communication mix for your brand. To have great brand equiy your communication mix must be donw well. This article explains that you must identify the right audience and make sure they understand your brands key messages which is done through the righ forms of communication e.g In-flight article publications when targeting business executives. The article states one you have figured out how to capture you target audience you need to have a plan and tactic. This article is good for a basic read but is not good if you want a deep understanding of the communication mix.

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | The Communication Mix and Direct Marketing | Scoop.it

5 Best Direct Marketing practices To help Your online business. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.


Via GrupoNeo
Candace Pritchard's insight:

This artice gives an insight to the 5 'best' practices for direct marketing for an online business. The article states emails as being direct marketing. Many direct marketing emails can easily llok like spam to consumers so therefore marketers need to do what they can in order for the consumer to open and read the email. These five steps guide you to have an engaging tittle, no spelling mistake, little or no images, a ligit link and test the email on yourself before sending it to your target audeince. This article is simple yet many marketers can get it wrong therefore making it a useful article to read on direct marketing.

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Melika Trott's comment, September 27, 2013 12:19 AM
This article offers some good tips on good and effective communication. I believe direct marketing is the key to succeeding in todays compeditive world, so you had better do it right! Listen to tips in this article to implement success/
Min Li's comment, September 27, 2013 12:22 AM
Hi Sheenal, interesting article to read and I quite like the point you provided. This article talks about direct marketing practices for online business. I think company needs to note that consumers do not want to receive junk mails or unwanted messages about advertisements. Therefore, as companies, what they can do is to look into the consumer’s preferences and habits, and think about what kind of information consumers want to get. Then to make some changes to meet the consumers’ needs. Thank you for sharing a very interesting article.
Elaine Li's comment, September 27, 2013 1:07 AM
Hi, Joly, interesting article to read. This article talks about five direct marketing practices for online business. As you insight that the direct marketing is the most popular marketing strategy in organization. Direct marketing is easy to communicate with customer and introduce company product. The 5 best direct marketing practices are engaging titles, minimize the pictures, assure your web page link are evident, related content and analyze your E-mail. An engaging title will capture the target market and build interest for them to then explore the site. A title is usually the first thing that is read and therefore important that it is engaging. The above are the 5 Direct Marketing practices that will helpful to online business.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | The Communication Mix and Direct Marketing | 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 NatalieHuynh
Candace Pritchard's insight:

This This article explains the six elements of the communication mix. advertising, personal selling, promotions, public relations, direct marketing and event sponsorship (which only some like to include). I find this article very good at explaining what each element entails and allows an easy understanding of the communication mix. All elements are very important in a business as the elements help to promote the brand to a targeted audience which will then build brand equity.

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Amy Davidson's comment, September 26, 2013 9:08 AM
This article of event sponsorship is relevant to my chosen brand, and is interesting how it incorporates event sponsorship as well. I agree with Candace that the elements of an integrated marketing mix in a business are the reasoning behind their success and development for future success, as they are focussed on targeting their key market. A great read, I think Candace picked an article which is highly relevant and topical.
Yujue Wang 1250401's comment, September 26, 2013 6:29 PM
I like the way how you summarise the article and the comment you make, it is a good article when it comes to provide a better understanding to what a marketing communication mix is. Marketing communication mix and be done in a lot of ways and as long as you combine two or more strategy together while attempting to promote their business or products to targeted customers it can be considered as marketing communication mix. It is very nice how the article break down all the parts and elements so people can have a better understanding of all the key points and not misunderstand them. I think that discounts and promotions are a very good combination with advertising, when they are used together they can produce very good results as people are always attracted by discounts and promotions while adverting give them a good plate form to show their target audience and target market. After reading your insight I can understand why people might mix up some key words and treat them as the same meaning due to daily life, but in professional terms they are different. Good job on the insight.
Kevin yau's comment, September 26, 2013 8:35 PM
@Michelle Kim
The six elements of marketing communication that given in the article is very helpful for the readers, help them to understand what marketing communication mix is. I personally think that marketing communication mix is quite hard to understand because of the complexity in terms of creating a good method of communicate with targeted customers.