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article: "Emotional Response Marketing - The Key To Producing Results!" is milestone 1
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Rescooped by Zongwu Chen from Milestone 3: Effective Communication, Integration across media and Direct Marketing
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | MILESTONE 2 | 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
Zongwu Chen's insight:
The author thinks that developing the most effective mix of marketing communications includes using a variety of communications techniques and making a communications plan. Of the five instructions, I more appreciate Instruction 3 “Identify your apertures.” It tells us how to seek opportunities or openings.
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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.

Rescooped by Zongwu Chen from Week 6 - Creating an effective communication mix : Measuring results against objectives
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | MILESTONE 2 | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via Matilda Alisi
Zongwu Chen's insight:

   By taking the Columbus Dispatch as an example, the author stresses that compaies and content publishers should integrate their content and plan ahead. What’s more, the author lists five tips for companies and content publishers to learn because he analyses and explains the tips detailedly.

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Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Rescooped by Zongwu Chen from The MarTech Digest
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Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert

Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert | MILESTONE 2 | Scoop.it

Via marketingIO
Zongwu Chen's insight:

 According to the article and the infographic, direct mail marketing is still an effective method used in almost any small business. Over half of the people who receive direct mail marketing make purchases. So small businesses should make good use of direct mail marketing in order to make more profits.

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Dhanniya Sena's curator insight, September 24, 2014 7:29 PM

I think this is interesting for companies to note because though print advertising and media may be declining in the modern world, direct mail marketing can still lead to direct profit for businesses. This is because the direct mail is delivered to loyalty customers or consumers who have an interest to the company's products and the industry they are in. 

heeyeon yoon's curator insight, October 2, 2014 8:29 PM

Consumers today are more reliant on online browsing and they like to receive letter to email because, it is easy to check and marketer can reduce cost of money for send their information.

 

From the result by Bolt Insurance, direct mail marketing is increase. In 2011, direct mail spending $47.8 billion. Direct mail spending has been increasing in 2013 and will achieve a 3.6% growth through 2014, according to the projections cited by Bolt. On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with the business. These are the reason why direct mail marketing successes. Direct mail marketing is preferred way of receiving information. There are some examples of top areas in which people prefer direct mail marketing;

 

-Sensitive health information
-Treatment for a specific condition

-Financial services

-Mail-order shopping

-Insurance

MailShark's curator insight, February 19, 2015 3:08 PM

Awesome infographic with direct mail ROI statistics.

Rescooped by Zongwu Chen from Technology in Business Today
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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Is Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Is Making | MILESTONE 2 | Scoop.it
Who says direct mail is dead? Many small businesses are spending their hard-earned money on direct mail campaigns to help drive traffic through their doors. But, with social media being where the “fish are”, I expected most small businesses use social media with their direct mail marketing. To dig a little deeper into this hypothesis this weekend, I opened up one of my hometown coupon packages that I found in my mailbox. I wanted to see how local small businesses, such as the ones in the Collegeville, PA area, were using social media to meet their business goals. I expected that every small business was using social media and making sure it was integrated into everything they did make sure their business was successful.

Via Brian Yanish - MarketingHits.com, TechinBiz
Zongwu Chen's insight:

   The author gives 8 piece of useful and practical advice to most small businesses. According to his findings, many small businesses made similar mistakes. For example, their social media websites were not updated for a long time.

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Daryl Peterson's comment, September 26, 2013 9:24 PM
Yes matt this article is indeed very insightful and describes in detail what small businesses are doing wrong by using direct marketing with older methods. They should instead be taking into account exactly where all the consumers are which are on social media sites e.g facebook and consider advertising on there, making a page to get their brand image out to consumers within their segemented targer market. In doing so will have much better luck of succeeding using a modernised version of communication which is quick, efficient and effective in the world today.
Jarrod Gardiner's curator insight, September 26, 2013 10:16 PM

This article looks at ways a business can improve its direct marketing. The following is a list of ways it can improve its direct marketing:

Promote Your Social Media Channels

Always Link To Your Business’ Social Media Channels. 

Social Media Logos. 

Keep Your Social Media Pages Updated.

Tell Me Why I Need To Scan A QR Codes.

Add More Contact Information On Your Mailer.

Use Google Plus To Make It Easier To Be Found. 

Find A Part-time Marketing Coach To Add To Your Team. 

 

heeyeon yoon's curator insight, September 29, 2014 7:45 PM

People think direct mail is dead, but many small businesses are still spending money for direct mail campaigns and a lot of small businesses are using social media with their direct mail marketing. From the research 9 of the 51 small businesses integrated social media with their shared mailer tactic and 20 of the 51 advertising businesses did not include their social media channels. 

There are some advice to social media advice for small business when using direct mail;
-promote your social media channels
-always link to your business' social media channels
-use more than social media logos
keep your social media pages updated
-add more contact information on your mailer
-use google plus to make it easier to be found
-find a part-time marketing casch to add to your team

Rescooped by Zongwu Chen from Digital Marketing
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5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW)

5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW) | MILESTONE 2 | Scoop.it

Integration across multiple platforms, whether its social media, SEO, e-mail, or offline, is just as important as creating the content for a particular marketing medium. (5 Tips for Optimizing and Integrating Your Social Media Content http://dlvr.it/DwsGN)


Via Maurice Parisien
Zongwu Chen's insight:

   By taking the Columbus Dispatch as an example, the author stresses that compaies and content publishers should integrate their content and plan ahead. What’s more, the author lists five tips for companies and content publishers to learn because he analyses and explains the tips detailedly.

more...
Cen Xun's comment, September 26, 2013 11:17 PM
Thanks for sharing this article and I learned 5 useful tips to ensure successful integration. 1. Make it easy to share. 2. Don’t assume the name for something should remain its name. 3. Keep an eye on trends. 4. Don’t expert go viral, but be prepared. 5. Optimize and integrate all the digital assets. By using these tips you will have greater success in optimizing your social media content.
Elaine Li's comment, September 27, 2013 1:08 AM
Joly, this article is really helpful and practical states all the tips clearly for us to optimizing and integrates social media content. Nowadays, in the competing online marketing environment, it is hard to achieve business goals. So companies need to implement these five tips into their strategies.
1. Make it easy to share.
2. Don’t assume the name for something should remain its name.
3. Keep an eye on trends.
4. Don’t expert go viral, but be prepared.
5. Optimize and integrate all the digital assets.
Selina EverHungry Nihalani's curator insight, October 7, 2013 12:46 AM

This article talks about the importance of integrating communications across several media channels and gives 5 tips to ensure successful integration. Marketers can lose opportunities if they do not implement integration. Making content easy to share can encourage people to share the content/information to others thus increasing the reach of the content, it can increase traffic to your site as a result help to reach your communication goals. Being able to adapt content and keeping eye on trends can also be beneficial as search engines can update and relate information back to your original content, bringing even more people to your website to view your content. Knowledge of popular trends can be useful to understanding what is important to audiences. Another tip is about being prepared yourselves for viral messages. Foreseeing such a reaction can mean you are better able to measure the success of the message and you will be better able to capitalize from the hype and reach.  Integrating social media is very important to IMC as more and more marketers make use of social media tools in the marketing of their brands. The 5 tips talked about in this article can optimize companies marketing communications.

Rescooped by Zongwu Chen from The importance of emotional response in IMC
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"Emotional Response Marketing - The Key To Producing Results!"

"Emotional Response Marketing - The Key To Producing Results!" | MILESTONE 2 | Scoop.it

Via Callum Sweeney
Zongwu Chen's insight:

  First of all, the author tells us that emotional response marketing plays an important part in advertising our product or service. When we advertise, we need to produce a buying desire through the prospect’s emotions.

  By giving some examples, the author then points out that people always make buying decisions based on emotions. So we need to make our advertisements and sales letters produce those very emotions in order to get our prospects to make a buying decision. The author also tells us how we can produce those emotions in an advertisements and sales letters. What’s more, the author lists three step process to help us define the benefits and emotions for our product or service as follows:

1. List The Benefits Of Your Product Or Service.2. Take Each Benefit And Match the Emotions It Creates.3. Create Exciting Words And Phrases To Relate These Emotions.   Finally, the author again emphasizes that we must contact our target markets emotions.
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CHEN SUN's comment, August 21, 2013 8:27 PM
It's true that everybody uses emotions in a high frequency. It is a natural reaction for human and hard to hide so it can be used for marketers to get some ideas about how customers think about a product or service. As a consumer I also make emotional purchase decisions sometime just like the author said we started making decisions on emotional bases and then we analyse it and search information from our brains. Therefore, it's true that emotion attached marketing and advertising activities are keys to produce results.
Donnnab's comment, August 22, 2013 4:04 AM
Strongly agree, like me as well. In some certain brands that I am into, i barely give a second thought before I purchase it compare to brands that are new to me I will think over and over and question myself "Do this product worth buying?". Due to the fact, brands that I like, I will secretly and slowly build up loyalty and trust in the brand. I have no doubt, emotions responses is the key to producing result! good post May
Rachel Bom Choi's comment, August 22, 2013 4:40 AM
@May Elizbeth. It is very similar to one of my own I have recently scooped!! I liked the way It goes into depth about all the different emotions and how they can be created. Also I strongly agree that emotions are an important aspect of IMC because emotions create consumer behaviour.