I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.
CHEN SUN's insight:
This article considers direct marketing in terms of small companies. It is crucial that small companies want to do promotion but have limited resources and budget. Thus, the author suggest to do direct marketing via social network website. But the author did find that many of the small businesses didn't involve social media channels to promote. Among all the tips offered, I think the most important one is always to link to your business social website account not personal account. Because link to your personal account doesn't help. Besides, add more contact information is also crucial in case that some interested customers can't contact your business.
The author states that different people may have various ideas towards what direct marketing is. I agree with the author's points of view in the article that communicate directly to target customers are the core of direct marketing. It can be multichannel ideally but under today's situation, for example, surveys could be done via emails, phones and even social network websites not just surveys in the mail box. It is also mentioned the author's experience with Citibank that a phone call gives her a holistic idea about her account and she was suprised and thought it is direct. In my personal opinion, the way we define a concept is not really that important comparing with the way we apply it. Direct marketing could still be the term for the situation because when customers get surprised in a good way it's the success of direct marketing.
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
A communication mix is a combination of communication tools from advertising, sales promotion, public relations, personal selling, and direct marketing. It's very important to develop a efficient communication mix and this article tells us some basic things to do it well. It explains who should be targeted, by what channel should it be applied, under what badget caould it be fulfilled and how to measure it. These very basic components are tracking the mix from the establish of it to after application evaluating. In my opinion, the last step of measuring is very important. Only by tracking your result of the application of the marketing communication mix can tell if the money was spent wisely.
It was a bit vogue for me to understand the real meaning of "integration across all media" while this article offers four examples of IMC via several different media. Like the first Kraft Foods campaign, they promoted the campaign on cinema, newspaper and magazine ads, public relations,social and mobile activities and in-store displays. I could figure out two or three ways of promoting via media but not as specific as this one. Especially put ads in cinema and personally, it's kind of a reinforcement that audiences have to watch it before get into the real movies. Therefore I think it is a easily forgot way but efficient way of carrying out ads.
I strongly agree with this article from my personal experience that pictures and videos are more fun and catching than reading texts. It is also true that mostly it's a combination of words and pictures to work together effectively to pass the message. Thus, the author offered tips for integrating visuals into marketing mix that firstly, to use professional visual works in the mix, secondly, tune layouts and leverage specific features and lastly,fit the image into content marketing and its system. I think there are many ways of integrating visual contents into the marketing mix but these tips are essential to fulfill the integration successfully.
This is a nice article shows a bundle of things in IMC that need to be budgeted in real marketing operations. There are a lot approaches for allocating the budget effeciently we learned from IMC like margin calculating and sales results counting. However, this article reminds me the basic components of allocating a budget or fund. Firstly, it mentions foundation. Foundation is a core that involves changes in products, tecnologies and consumer behaviour. Secondly, the coporate culture of the company. Like the companie's vision and objectives of the future and thier company culture.
It also indicates the importance of allocating budget on communication tools with consumers and improve consumers' purchase experiences. I really agree to this point, because if consumers post purchase experience was good then they would more likely to do the next purchase with the company and in the long run, customer loyalty is developed.
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