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Rescooped by Brian W Y Chang from Milestone 2
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What is direct marketing, anyway

What is direct marketing, anyway | W5-8 | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.

Via Juju Jadine Davis
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Juju Jadine Davis's curator insight, September 26, 2013 12:01 AM

This is an interesting read. The article explains how direct marketing has evolved from the traditional sense of promotional mailers, to heavy data based and due to technology individual consumer data based direct marketing. The writer anecdotally illustrates just how call centres have become important touch points for direct marketing with the ability to analyse individual customer data and appropriate offers. As direct marketing is data based the measurability aspect of the marketing effort is easier.

David Weng's comment, September 26, 2013 1:42 AM
From the articles title what is direct marketing? I can see that author want to discuss about how you get to stay on target. Direct marketing’s definition varies depending on whether you're a traditionalist, digitally focused or a multichannel maven. For writer, direct marketing is just that: direct. It's talking to, or with, specific, targeted customers — with relevancy. To use communication increase customer engagement and loyalty, as well as marketing and sales performance. The last paragraph cast his idea to us to think about. Really Impressive reading.
Li Ma's comment, September 26, 2013 2:47 AM
Nice article and I agree with your insight as well. It mentioned the definition of direct marketing varies depending on whether you're a traditionalist, digitally focused or a multichannel maven. In the author’s opinion, the direct marketing is just direct; it’s talking to, or with, specific, targeted customers — with relevancy. And I pretty much agree with the author’s thought.
Rescooped by Brian W Y Chang from Topic Seven: IMC Programme Planning (Strategy)
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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | W5-8 | Scoop.it

Via Wincy Cai, Reuben Gordon Dalziel
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Wen Gao's curator insight, May 15, 2014 3:11 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, August 31, 2014 5:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 14, 2014 12:54 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | W5-8 | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
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Rescooped by Brian W Y Chang from The Communication Mix, IMC programme planning Strategy, Direct Marketing
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Craft Beer Marketing: 4 Things To Remember - The Art Of Small Business

Craft Beer Marketing: 4 Things To Remember - The Art Of Small Business | W5-8 | Scoop.it
There is now a renaissance in microbreweries and boutique beverages. Here're craft beer marketing tips to get you a piece of the action!

Via Callum Sweeney, Duncan Robertson
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Zeisha Amy Flavell's comment, May 9, 2013 4:47 AM
I agree with Victoria. This article isn't only useful to just craft beer, but to other companies. Each tip listed in this article can be interpreted to t help any other business and product. All of these tips are important to keep in mind when in a business, but I don't not believe that these tips are enough to be reliant on
Duncan Robertson's curator insight, September 22, 2013 10:39 PM
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.
Andre Zareian's comment, September 24, 2013 10:04 PM
I agree with duncan, the article suggest other important methods of direct marketing. Using e-mails, and social media is not the only way of direct marketing. In fact using multiple methods of direct marketing could further increase consaumer engagement and awareness which builds brand equity. I agree with duncan that these 4 methods should be used in addition to other direct marketing techniques such as direct mail, e-mail, and social media. Depending on the type of product being communicated will also have an impact of what direct marketing techniques that should be used.
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William Oakley's Blog | Marketing Communication MIX of Dove ...

William Oakley's Blog | Marketing Communication MIX of Dove ... | W5-8 | Scoop.it
Dove being brand has targeted to promote beauty which is real and authentic, not the beauty that can be deceiving. The most important part of Marketing Mix of the product has been its promotional strategy of the brand.
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Rescooped by Brian W Y Chang from Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | W5-8 | Scoop.it
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.

Via Manea Murray
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Norman Vaz's curator insight, August 22, 2013 9:49 PM

This article focuse on how for IMC to take place you need to firstly have the budget to do just so. Hence budgeting is very important in establishing what IMC method you will be using or what different methods may need more funding. It forces managers to take a more hands on approach in making sure the allocation of funds planning and managing the right IMC method is key in having a successful marketing campaign for your product. 

 

Elle's comment, September 24, 2013 3:56 AM
Cameron - the article clearly define the essential purposes of budgeting and explores how marketing plans affects the budget. This seems relatively useful and would benefit businesses if they kept these in mind when making decisions.
Linda Huynh's comment, September 26, 2013 2:07 PM
@Chen Sun, a great article on the importance of budgeting, that is clearly defined with the essential purposes and how the budgets can be affected through marketing plans. This article is useful for businesses and should really read this as well and help them in decision making.