Week 8 - Direct Marketing and Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Week 8 - Direct Marketing and Consumer Engagement | Scoop.it
Matilda Alisi's insight:

"target what your customers want, not what's "Hot" facebook,twitter, smartphones etc are some of the digital entities that have given marketers the ability to connect with a large number of consumers- this articles states that even though these digital entities are "hot" it is important that the direct marketers use the most appropriate channels for their brand to deliever relevant messages to their consumer rather than just going with what is "hot" i personally think that sometimes it is best to take a little risk and sometimes what is in now could be a good break for a brand. In saying this it also makes sense to use the most relevant channels for the brand or direct marketers to target their consumers that way everything is connect in terms in what the brand stands for and they are able to deliever a consistent message. Daniel goes on to say that "sometimes in marketing we get caught up in terminology, technology, and specific channels but our customers dont think this way"...."what they care about is communicating with each other and finding the information they need". this is very true and It is important that marketers focuse on channels that will offer the best chance of returning value as well as provide consumers with what they want and need. 

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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
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4 simple steps to improve consumer engagement - iMediaConnection.com

4 simple steps to improve consumer engagement - iMediaConnection.com | Week 8 - Direct Marketing and Consumer Engagement | Scoop.it
Matilda Alisi's insight:

Now-a-days most people are shopping online, this article goes over 4 simple steps to improve consumer engagement through email promotion, social media interation and mobile. It also mentions that a brands understanding of their consumers behaviour can either make or break the brand, in other words if the brand understands and targets their consumers behaviour the brand will grow and remain alive whereas if they were only guessing and making assumptions about their consumers behaviour then the brand will possibly die. In saying this most marketers are doing just that, they are making assumptions rather than finding out the actual ways consumers interact with their brand, which is why these 4 simple steps were made to help improve consumer engagement. But in order to start improving consumer engagement first the brand needs to understand their consumer behaviour. 

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Sophie Trethewey's comment, September 26, 2013 7:47 PM
This article is interesting, an online marketplace I know has achieved high awareness in online shopping is a global company called ASOS. At ASOS you can shop any item of clothing and brands you can think of both high end and lower end, additionally they have their own ASOS brand on offer. The shop caters ofr men, women, kids, maternity, sports and more. They have free international shipping and appeal to an enormous mass market. ASOS saw a gap in the market for an online shopping marketplace that could cater to anyone anywhere in the world which attributes to shopping behaviors. Consumers enjoy shopping for all their needs in one place similar to department store shopping which has always been a hit. Four major things retailers need to focus on is launch holiday shopping promotions early as it will attract consumers at a fast pace. Segmenting your audience and targeting shoppers within your target market with urgent emails of last minute sales and special shopping days will reduce shopper fatigue and encourage a genuine interest and create a strong purchasing desire. Timing, launching new brands at the time when your big purchasers frequent your website and make purchases is key and will reach the right audience. Embrace mobile technologies and create apps and networking for consumers who are interested in convenience. Overall improving engagement during peak seasonal retail times will produce profitable returns on investment and deliver the best results to the desired target market.
Kevin yau's comment, September 26, 2013 8:47 PM
@Michelle Kim
It is a good article to read. Email is a good way to communicate with customers as email is an important platform to communicate with each other. Everyone has to check their email couple times everyday , so i think with an attractive topic will attract people attention.
Klaudia Lewis's comment, September 27, 2013 12:26 AM
This article strongly emphasizes the importance of consumer engagement and gives the reader four helpful ways to improve a brands ability to engage with their consumers. By starting online marketing campaigns early, brands are able to prepare for consumers who shop prior to the holiday season. It is said that by “using email promotions that include free shipping, discounts, and exclusive offers are an instant driver of consumer purchase decisions”. Another way to effectively engage with your intended consumer is to know and understand what segment you are targeting, this helps avoid message fatigue. It is essential that brands release email promotions and other messaging during times when consumers are most likely to be actively online shopping. By doing this brands have a higher chance of getting their consumers attention and are in turn able to promote their content in a more effective manner. I believe mobile technology is a way for consumers to get the necessary information regarding a brands product , out to their consumers. Through mobile technology consumers are directly able to buy and compare what brands and services appeal to them. Promotion through emailing helps consumers to view messaging and interact with a brand on a mobile platform.