This article gives some great tips for improving consumer engagement and goes over 4 simple steps to improve consumer engagement through email promotion, social media interactions and mobile. Personally I believe that timing is very important as the time in which consumers read promotional emails can affect their actions for example sending out an email mid day during the working week would be ineffective as audiences are less likely to be internet shopping however if this was done after 5pm or during the weekend, there is more chance of response. It goes on to says that a brands understanding of their consumers behaviour can either make or break the brand. This means that marketers need understand their consumers buying habits to truly capitalise on their direct marketing. The main point is that before anything else you must understand your consumers and then engagement them with direct marketing that is specific to them.
This article was very interesting and article talks about how direct marketing is more relevant than ever due to the growth of online interactions and social media, marketers are now able to connect with their consumers on a more personal level through blogs and tweets. If used effectively in combination with type of data, direct marketing can enable marketers to develop and enhance emotional bonds with individual customers, and customer groups to grow the value of their customer base in real time. Now with this also happening with the mobile marketing tools, marketers can stay connected with consumers no matter where they go. This form of marketing is very affective because if a consumer wants to buy the product they can simply just order it from there Smartphone. With these new kinds of direct marketing marketers are able to obtain feedback from consumers on what motivates them to buy products and how they would like a to change a product for their requirements.
This article discusses some examples of successful IMC campaigns. Each of the 3 different campaigns Popeyes, Dickies and Wheat thins have a similar look and feel online as well as offline. The campaigns offer videos made for microsites that were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.
I found it very interesting that even though they are from different markets they are using the same methods of campaigning. We are told that to have an effective IMC campaign, consistency communication is important. This is important because running ads over social media, TV radio and all other forms of advertising for a campaign must be along the same lines and not straying away from the whole creative idea and concept. The message must be repeated across all medias in order for customers to immediately recognise the aim of the ad. This article was very interesting and recommend this article to any marketer who want to know more about integration across all media
I thought this article explained consumer engagement using different channels of direct marketing very well. We are told that Facebook, Twitter, Linkedln, smartphones, and tablets are becoming more and more used to market and connect with consumers. However sometimes what's "Hot" for example Facebook is not the best way to communicate with your consumers. It is important that direct marketers use the most appropriate channels for their brand to deliver a relevant messages to their consumer rather than just going with what is "hot. We are told that consumers care about communicating with each other and finding the information they need. Therefore it is important that direct marketers focus on channels that will offer the best chance of returning value as well as provide consumers with what they want and need. I believe this had a good look on direct marketing and a different perspective on what they believe consumers are looking for. I highly recommend this article for marketers that wish to know more about direct marketing.
This article explains how to set communication goals and objectives to make an affective public relation plan for your business and give us few useful examples to help understand it. The value of public relation is difficult to prove, however this can be done through measurable objectives for your goals.
This is why setting goals and objectives during planning is so important. Objectives are a list of steps that must be done in order to achieve the goal, a goal is usually something the company wants to do and there is only a 50-50 chance the company can do it, in short goals can't be a sure thing. There are three types of goals in public relations: reputation management goals, relationship management goals and task management goals.
As I said earlier objectives should be measurable, a measurable objective has four requirements: 1. an infinitive verb, 2. a single outcome stated as a receiver of a verb’s action, 3. the magnitude of the action expressed in quantifiable terms and 4. include a target date for achieving the outcome.
Lastly many people use a SMART acronym to help them to set objectives: specific, measurable, agreed, realistic and timed.
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