Week 5 - Program planning, objectives, budgets, measuring success.
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Rescooped by Catrina Yang from Direct marketing and consumer engagement
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao
Catrina Yang's insight:

This article provides some benefits of using direct marketing as a tool in the business. A well-planned direct marketing campaign can have higher advantageous than other business. It can get the attention from customers to purchase the brand’s product or service. Products promotion and services through direct campaigning can be extremely effective and powerful for both small and large business. Businesses should engage in direct marketing because it can communicate with the customers directly, test new products at new markets, is more cost-effective than other marketing, build relationships with customers, target on specific groups for better results, provide direct feedback, and the results are quantifiable. This is a good article which can convince business people to engage in direct marketing.

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Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable

 

Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

Rescooped by Catrina Yang from IMC Weeks 6, 7 & 8: Milestone 2
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How to Develop a Successful Cross-Channel Marketing Strategy

How to Develop a Successful Cross-Channel Marketing Strategy | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
According to a Harvard Business School study, retailers taking advantage of cross-channel marketing were more profitable than those employing only a single channel.

Via Emily Gavigan
Catrina Yang's insight:

This useful article talks about how to develop successful cross-channel marketing strategy. Business take on multiple channels were more profitable than a single channel. Consumers interact with different channels in different ways, and each channel has something unique to offer the marketing campaign. Cross-channel marketing is like telling each user the same story in several different ways. Customers are likely to interact with the brand across more than one of the marketing channels. Repeating exposure across channels can let customers have a stronger sense of what is the business about and will be more likely to remember the product. Social media would advantage the business, because it is a good channel to make a brand appear more human and build trust. Also, customers may share the brand content with their friends through social media.

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Jordan Reti Pereira's comment, September 26, 2013 9:11 AM
@Dallan. This article is awesome, as it highlights how some of the most successful eBusinesses operate. For example, the NZ website MightyApe has a cross-channel marketing strategy, where it operates across a number of channels that is made available to customers at their discretion. They have social media pages in places such as FB and Twitter, where they can be "followed" via their website. They also engage in direct mail communication through email subscriptions with dedicated areas of interest (eg. You can be emailed offers for Xbox 360 games only, and Blu-ray movies). This article says that the more you offer, the better you will perform. Although many of these services may not be utilised by many users, the option itself shows that the company is capable of offering such a high level of attention and service to their customer.
Dave Everitt's comment, September 26, 2013 5:17 PM
@Evan. This article details the importance of multi-channel marketing. I think most importantly it outlines the integration of digital mediums to target consumers, such as having paid search and display advertising, social media and marketing to communicate your brand to consumers. When you mention the need for brands to identify the strengths and weaknesses of each medium to best leverage a multi-channel campaign
Yunqi Zeng's curator insight, September 26, 2013 10:55 PM

This article gives the same idea as we learnt in class that the mareketers need to think about how to communicate with consumers in different media and channels. People might forget what they see or temporarily remember the messages that impressed them, but if we can do cross channel to deliver the useful message to the target consumer groups then they will be understand the brand more comprehensively, and easily to be recognised.

Rescooped by Catrina Yang 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? | Week 5 - Program planning, objectives, budgets, measuring success. | 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
Catrina Yang's insight:

This is a good article which is clearly explained the elements of marketing communication mix.  A marketing communication mix is a strategy used to advertising and promotes a business or its product line, also known as a promotion mix. There are 5 components in marketing communication mix, sales promotion, personal selling, direct marketing efforts, general advertising, and public relations. Advertising can provide products ideas and make connection with customers. Sales promotions like coupons, discount vouchers, and short- term sale prices can attract consumers purchasing. Personal selling can increase the opportunities of new business. Direct marketing campaigns can make a success impact on business or product. Positive public relations create and maintain a reputation for high quality, fair prices, and developing new products. Each of them is important to marketing communication mix. 

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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.
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Creativity in Advertising: When It Works and When It Doesn’t

Creativity in Advertising: When It Works and When It Doesn’t | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
Catrina Yang's insight:

Advertising play an important role in the business and it is the key to success. Creative advertising is more efficient than others, is more memorable, longer lasting, works with less media spending, and build a fan community fast. Creative message can have more attention from consumers and lead positive attitudes about the products. The research findings said the more-creative campaigns were more effective, and the certain dimensions of creativity are more effective than others in influencing purchasing behaviour. Creative advertising is effective than others in the business. 

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Sienna Jang's comment, September 26, 2013 9:12 AM
@Michelle Kim - You have a good point there Michelle, i also think creative ads can attract many consumers' attention and bring higher sales percentage. So it should be something creative and fresh, however it shouldn't be confusing. if the ads confuse consumers, no matter how the add is creative, it worth nothing. Therefore, t must deliver simple and clear purpose with creativity.
Kevin yau's comment, September 26, 2013 8:30 PM
@Michelle Kim
Creativity are always one of the factor can change the result of everything. I agree that this article is really showing what creativity is and how it affect advertising and consumers. I also agree that you said you also think that creative ads can affect consumer’s behavior and attitude toward not only product also can affect company. I think that is a really good opinion.
Steven Chen's comment, September 26, 2013 9:34 PM
The creative ads can obviously attract people’s eyes and lead to positive purchase attitudes. For example, think about the iPhone. From iPhone 4 to iPhone 4S till recently released iPhone 5C and personally I don’t think there are essential changes. From iPhone 4 to 5S or 5C, for me it seems the direct difference is the bigger screen. But still, there are lots of people consider iPhone as their first choice when they think about changing their phone. The most likely reason is the influence of iPhone’s advertisement. The 5C advertisement includes a clip that shows the product line of 5C, with a manager explaining how it was beautifully designed and produced. And this may make people forget it is just a phone with plastic case and it is almost nothing different with the pervious product but just more colourful. So from my point of view, the most success of Apple is how it designs its advertisement, and they did great job in terms of making creative ads to attract people to buy their products.
Rescooped by Catrina Yang from Week 5 - Program planning, objectives, budgets, measuring success.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
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 ...

Via James Marbeck, Jessie Shi
Catrina Yang's insight:

This article talks about how to develop effective marketing communication mix. Marketing communication mix is from a combination of advertising, sales promotion, public relations, direct marketing and public relations. Use more than one of these components will have a mix of strategies that can lead you success. To develop effective marketing communication mix, there are two good tips. The first thing is to decide who the target customer for the business is. Discover what are they reads, listens to, views and what media they trust. Second is to choose the best communication channels that will carry the business message effectively. 

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Teagan Adams's comment, September 26, 2013 4:59 PM
James has chosen an interesting article that very clearly explains what the marketing communication mix is made up of and how crucial it is to know your target audience and how to communicate with them, so that you do not waste money on channels that do not reach them.
Manasi Ambavane's comment, September 26, 2013 5:08 PM
Yes vrinda this article give details about how to effective is marketing mix and article talks about the four communication mix target customer, communication channels, cost estimate,measuring which helps to gain the more consumers for the company. The important factors from four communication mix is cost estimate and measuring which will help to know how much companies is spend on marketing the product. The marketers should keep this in mind to improve their marketing strategies and channels of marketing.
Chelsea Tidswell's comment, September 26, 2013 5:48 PM
This is a great article you have chosen Janis. It explains in detail what the marketing mix is made up of and how important it is for a business to know how to communicate with their target audience correctly so ensure money isn't wasted on outlets that do not reach the right people.
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Catrina Yang's insight:

This article talks some  tips to let people know how to make objectives smart. The key to success is well-stated objectives. Objectives must be SMART, which means simple, mrasurable, achievable, realistic, and element of time. Keep objective simple is good, in many situation, a more tightly defined objective is simpler. Well-stated SMART objectives determine how to evaluate and measure the program's success. Make objectives SMART is important and this can lead companies to success. I think this is a good article helps me know the tips of make objectives SMART. 

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Jessie Shi's comment, August 22, 2013 5:46 AM
Catrina Yang: I totally agree with you. Having a well-stated objectives is so important for a company. Objectives must be SMART, which means simple, mrasurable, achievable, realistic, and element of time. People always said that a good start is half the success. Once the company figure out its SMART objectives, I believe that the company will have a well-off development.
Sahil's comment, August 22, 2013 4:28 PM
I absolutely agree having SMART objective are crucial for a companies overall success. Having well places SMART goals can lead to not only the implementation of a program but the successful evaluation and measurement of that program and how to possibly ensure that it more effective in future. It is important to stick to these basics as they will lead to a stable idea that can will lead to growth and the overall goals of the company being accomplished.
Matilda Alisi's comment, August 22, 2013 5:04 PM
Catrina Yang: Yes making objectives SMART simple, measurable, achievable, realistic and element of time is very important, following the SMART approach will definitely be useful for a company in order to grow and be successful, I like how this article goes in to each component of the SMART approach and breaks each component down for better understanding.