Topics Week 6,7, & 8.
-The Power of Ideas: Integration across media
-Direct Marketing: The ultimate in consumer engagement?
-Creating an Effective Communication Mix: Measuring results against objectives.
Interesting article! Marketing through Direct Mail has somewhat become overshadowed by the technological age, it is more convenient and economical for all parties to advertise through online, tv, and other media marketing. However, One of the reasons direct mail is still considered relevant is because it creates greater emotional resonance than other channels. Because it has become less popular, I can see that receiving mail for some people may have become a novelty. (assuming that the mail is relevant to the receiver in terms of content, demographics, age, interests etc.) Although there are many new ways to advertise these days, there is still no other form of marketing that places the content directly in the hands of the target consumer as direct mail does.
The impact of social media in the digital bazaar is undeniable. Consumers now demand more transparency, authenticity and engagement from their brands, and the businesses smart enough to pay attention are happy to oblige. But, for many businesses both large and small, a communication disconnect exists between executive leadership in the C-Suite and their customers. Many companies typically turn to focus groups, surveys, and customer satisfaction analyses to understand their audience, but stop there. While all of these techniques remain part of the marketing mix, the communication gap remains.
In today’s social world, CEOs, CMOs, CIOs and senior management must become aware of the many reasons for joining social networks. According to a study by Brandfog, consumers and employees hold company leaders who engage through social media in high regard.
The survey found that executives who engage their customers through social media can increase the company’s brand profile, instill confidence in their leadership team and build greater trust, loyalty, and purchase intent for customers. In fact, 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media.
Kate McKenna's insight:
Good insight into how it is vital that company leaders and executives personally engage in social media as well as the targeted consumers. This makes sense to me- the impact of social media is 'undeniable', therefore it is necessary for all of the parties involved in the marketing communications to be absorbed in social media as part of the marketing mix. It was interesting to learn that 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media. Consumers will then build trust and relationships directly with the company/brand, key in creating an effective marketing mx.
One of the only articles I could find that has content relating to a range of media channels- not just marketing through digital/social media! This article begins with how it is a challenge to get the marketing synergy right through the media whether it be TV advertising, print or online. In order to market a brand through different media, it is not effective to simply repeat the exact same same images- this will result in the consumers becoming bored. It is key to generate one main message, and follow this idea through in order to integrate all media instead of merely repeating the same advertisements. The article uses the latest Snickers campaign as an example. 'Your not you when you're hungry' is the main theme and slogan. The advertisements also feature a range of different celebrities to endorse the product by featuring in the ad's. This targets consumers emotion and the campaigns are also humorous. By changing the advertisements to suit the different media channels, but keeping the main message of the advertisement, successful integration of all media was achieved to portray one idea.
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.
This article has a breakdown of 5 steps recommended in order to create an effective marketing communications mix. The article shows that it really is a simple matter of getting the basics right- determining the message, demographics, target audience, opportunities, plan, and tactics. This process is obviously the key beginning of effectively communicating through marketing, but does not discuss how to actually come up with an effective marketing mix. Just the basics!
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