The power of IMC
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Have You Forgotten About the Value of Direct Mail?

Have You Forgotten About the Value of Direct Mail? | The power of IMC | Scoop.it
All businesses want to engage in sophisticated multichannel marketing, but many are forgetting about the power of direct mail as a vital element of their media mix.
Angela Chuang's insight:

Through the site shows how important of direct mail roles multichannel marketing. Ernan Roman Direct Marketing has pointed out some significant keys such as understand customers' media preferences, the quality of e-mail and reconsider about direct mail. Those key points have told the advantage of direct mail which is not only to more efficency but also more effective to reach success.For example: We understand that a direct marketer should consider the right timing rather than disrupt customers in wrong timing to send the product information. Another example is although Direct mail cost more than e-mail, but the result shows it is more effort effective than e-mail.

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Amy Revell's comment, May 9, 2013 5:55 PM
I think that direct marketing is underestimated by a lot of companies. This article explains how it is just as effective, if not more than email. If direct marketing is used with a mix of communication outlets it can be very effective and I don't think it should be discounted as 'old-school' and out of date. Consumers are more likely to trust direct mail because they feel as though a company has put in more effort and more cost to get that information to them. It is a preference to email because it is seen as a simple thing and easier to just email someone.
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How to Best Use Social Media for Direct Marketing

How to Best Use Social Media for Direct Marketing | The power of IMC | Scoop.it
Social Media is the modern day direct marketing tool. Many marketing success stories have been crafted around Facebook, Twitter and other social networks.
Angela Chuang's insight:

We can not doubt to combine Email with social media is the most smart way to be our direct marketing strategic. However, the most important thing is we should thinking about how we get people engage with and turn into paying customers for result of our direct marketing campaigns. Whether we using traditional or social media direct marketing, a clever direct marketer will understand to managing well on the social media will be the best option to approach successful direct marketing.

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Easter Greig's comment, May 9, 2013 9:44 PM
As the popularity for social networks is increasing marketers are now also using these sites to engage with the consumer. Social networks are a great way to use direct marketing as users to a certain extent spend a fair bit of time on these sites and are more then happy to speak their mind about certain products and brands making it easier for companies to request post-purchase follow ups, certain views about products and more. Social networks have proven to increase consumer engagement and because of this social media is a great way to market consumers directly.
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Thismoment Blog: Increasing Social Engagement: 3 Steps to Stronger Brand-Customer Relationships

Thismoment Blog: Increasing Social Engagement: 3 Steps to Stronger Brand-Customer Relationships | The power of IMC | Scoop.it
Angela Chuang's insight:

As this site has told us every company has using different method to engage customers and to accumulate "likes" by purchasers. Whether it is celebrate fans' birthdays or utilize fans to support their campaigns are obviously illustrate that brand engagement need to start from customers. The time of communication is essential also the biggest part to connect with buyers. If marketers not dealing with crisis immediately, not only social media will spread but also affect to consumer's emotional responses. To resulting a bad reputation of brand and reduce the wants of consumer. Through this article has also mentioned that marketer should be more creative to make it different compare to others, then customer's emotional responses will increase. However, not every audiences will accept big different. Therefore marketer will also need to pay more attention on their development and how they could attract buyer's emotional responses to make the wants.

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Duane Hulley's comment, April 9, 2013 12:30 AM
If coordinated marketing communications is to be built around the customer, than clearly the starting point of an IMC model needs to be not only a statistical definition of the customer, but the customers way of perceiving the product or service offering and their different types of buying process. This perception will manifest itself in activity by the customer, not only through purchase, but many other kinds of activities as well for instance direct mail questionnaires or competition entries. At the same time the marketer needs to evolve a strategy for the market and for the brand based on what can be observed and measured in customer activity. The meeting point of these two processes is in brand activity, how the customer relates to the brand and how the marketer develops the brand. The two processes need to be integrated in planning communications, as they are in fact integrated in market activity. This process of integrated marketing communications is using the brand as the integrator in the channel. Integrated marketing communications therefore focuses development of the marketing communications mix on the relationship between customer activity in relation to the brand and marketer activity in relation to the brand. This assumes that brands are the basis for the way consumers view products and services.
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A 360 Degree Perspective On Customer Engagement - Forbes

A 360 Degree Perspective On Customer Engagement - Forbes | The power of IMC | Scoop.it
Customers are Ignoring You (Photo credit: ronploof) The old adage “the customer is king” is probably truer today than ever.
Angela Chuang's insight:

As we living in an online environment social media any connection will easily influence the purchaser engagement decision. A smart provider comprehend engraft the historical data to product demand signal, predict future trend and market dynamics. In addition, they know how to utilize traditional promotional campaigns to find out mainly market and establish well reciprocal relationship will enhance customer loyalty. To measure consumer's sentiment is an important process, this is not only related to their solution of customer but also the coordination of the stakeholders.

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Love in the time of digital :: StopPress

Love in the time of digital :: StopPress | The power of IMC | Scoop.it
Angela Chuang's insight:

Today, most clever companies have using social media to connect with customers. This article has poit out some very good points such as customer engagement is benefit for companies to collect the customer information and behavior. As well as to analysis clients and predict future problems. They also has demostrated having emotionally storytelling are the keys to establish an effectivly customer engagement.

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Easter Greig's comment, March 21, 2013 4:00 AM
With everyone these days using social media sites it’s an obvious move for business to also join up to connect with consumers, with this particular marketing channel obviously connecting and reaching so many people it’s also free to join being highly cost effective in comparison to others. Through these sites it’s also easier to find out information about consumers their preferences and engage with consumers better.
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What Are Direct Marketing Tools?

What Are Direct Marketing Tools? | The power of IMC | Scoop.it
Direct marketing involves selling directly to the customer, bypassing distribution channels and other intermediaries.
Angela Chuang's insight:

This article has mentioned the tools that using for direct marketing.Through this article we could see each tools are useful. However,in my opinion the most ineffective tool is telemarketing compare with other tools. Telemarketing is not like door-to-door visit it has limitation of  direct marketers to give customers a impression of the product, also most of customers do not have that much time to listen whole information. Moreover, this will comes out another issue that consumers will not be able to know the detail of the products and can not provide enough service.

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Duane Hulley's comment, May 9, 2013 7:40 PM
In most cases, the goal of direct marketing is to inform customers of products or services that they may need without waiting for customers to initiate contact. It is this interactive process of market databases and social media tracking that help develop on-going mutually beneficial relationships between marketers and customers, assuring its usefulness in its most explicit forms such as measurability, efficiency, and higher return on investment. But at other times, direct marketing can surface certain implications as well; particularly online, as businesses receive criticism when it involves customer’s personal privacy and data tracking. Despite the possible risks and downsides of using these channels, the practice is nevertheless very successful due to its accountability, range, and high return on revenue, which motivates many marketers to continue.
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10 Common--and Effective--Emotional Triggers - Consumer Emotions

10 Common--and Effective--Emotional Triggers - Consumer Emotions | The power of IMC | Scoop.it
Spur potential customers into action by adding these cues to your marketing campaign.
Angela Chuang's insight:

This site is very useful.  it is not just to analysis the emotional responses detailly, but also using the results to give examples. Through this website I found to engage customers, we need to think about how to attract the general public and the most important is to standing customer's point of view. This will give marketer understand deeply that an experience of what buyer will need, what will affect their emotional responses then influence the buying decision. As well as to enhance the marketing skills and  make more profit for the enterprise.

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Duane Hulley's comment, April 9, 2013 1:04 AM
These elements present the whole marketing communications picture, and really just seeing things the way the consumer sees them. Marketers will benefit from IMC, avoiding duplicate messages, capitalizing on the synergy among promotional tools, creating more effective marketing programs and maximizing ROI. Marketers need to focus on consumer experience, which refers to what the customers feel about the product. Products need to meet and exceed customer expectations.
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Emotion at the Heart of the Customer Experience

Emotion at the Heart of the Customer Experience | The power of IMC | Scoop.it
The Emotional Decision Maker The way we feel underlies almost all our decisions and actions, even ones that we think are rational and logical.  Social psychological research continues to reveal the...
Angela Chuang's insight:

Many customers believe that their purchasing decision are rational and logical. However, not entirely logical. This articles has shown 3 factors that will influence customer's emotion responses. Discount is one of the factors that affect the customers' emotional responses, consumers will enlarge the initial emotional reaction in order to save money. Another factor is the  pr campaign, organization  use indirect advertising to make interaction with customers. Of course as an organizer  to understand what customers experienced involved the feeling and listening to customers is the most important. When the customers understand that organizer has stand on purchaser's point of view and try to solve the problems, naturally will establish a positive customer relationship and consumer loyalty.

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Joshua Iles 's comment, April 9, 2013 1:32 AM
Emotions are a main drive when it comes to consumer purchasing behavior. As you have mentioned above, these decisions are not entirely logical. Depending on how a consumer will emotionally respond to a brand can heavily influence their decisions to buy. Brands must be able to creatively steer their marketing efforts towards the right direction; in this case, by creating a positive emotional response from their consumers.
Easter Greig's comment, April 9, 2013 1:39 AM
Emotional marketing has higher buying power than just stating the facts and benefits of a product, consumers react more to emotional marketing. Many facets of brand awareness can be increased due to emotional marketing being more noticeable, memorable, Also causing loyalty to increase due to the fact that consumers can attach themselves more towards brands that demand an emotional response.
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Intergen study shows online engagement on the up, but Kiwi companies still hedging bets :: StopPress

Intergen study shows online engagement on the up, but Kiwi companies still hedging bets :: StopPress | The power of IMC | Scoop.it
Angela Chuang's insight:

To assess consumer preferences and creat variety solutions are definitely the first step for every companys. InterGen company has execute it effectivly. They arranged the limited source like multimedia, blog and social media component to coordinate with customer's purchase behavior. That is smart addressed  oriented that brings great synergies and profit. Also the strategic value and customer engagement has been achieved.

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