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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 | Milestone Two | Scoop.it
Danielle Petersen's insight:

This article goes on to explain to the reader how direct marketing works and how to go about using it in a way which is right for your business, rather that what is deemed to be "hot". The article states "marketers seem to be missing the most important mark for a successful campaign: ROI."
It tekks us that marketers and consumers do not see eye to eye. For exapmle; >45% of people "rated consumer redemption rates of promotions or discount codes as a strong influence on their measurement of engagement." however, 85% "of people said that they searched for promotions or discount codes for things they wanted", this highlights a difference between the way that consumers and marketers think as, 52% of "marketing executives measured engagement based on open rates on email alerts or updates on special deals."
The article tells us that while a specific medium may be "hot" and a way that all the others are doing their marketing, it is not necessarily the most effective way to do so, "sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,”. It is stated that facebook is still the least effective way to attract customers, with email still being the most preferred way (with 77% of people preferring permission based emails)
The article consludes "ake sure you are focusing on the channels that offer the best chance of returning value. The crowded digital space offers some fun and easy to use channels, but as various survey results show, these “exciting” new channels may not fit customers’ wishes".

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Lily Tran's comment, September 25, 2013 11:31 PM
@Danielle Peterson- I like how you summarised the article in a simple and easy to understand way. I do agree that businesses need to reduce following in footsteps of others or enter the red ocean market. I also believe that although there may be huge success in the beginning, if one wants to maintain the attention of others it would be better to catch the focus of their target audience and try marketing in a way that others have not tried or is different to others. I agree that what the business thinks and what the consumer thinks are very different. For example return customers believe they deserve more attention and better service for being return customers whereas the brand will see it as “they are return customers so we don’t need to pay attention to them as much and can focus on new customers”. Due to this, businesses need to find which tactics are best to keep customers as well as bring in new ones and which channels are best for which customers. Overall great way of summing up this article!
DavidShin's comment, September 26, 2013 7:19 PM
@danielle Peterson, you have taken the main points and summarized this article very simply and clearly. In my view, I believe its very risky to enter the red ocean strategy zone as you will get munched from already existing consumers... However, Attacking the same industry and market with a different marketing strategy method can result in a mroe benificial outcome. For example: Skinny Mobile in New Zealand from 2 degrees! promoted using direct marketing by getting staff members to wear skinny clothing and promote the brand and company at BIG festivals and provide activities for interaction which caused a lot of hype.
Also, Businesses have to understand the consumers cause at the end of the day, the consumers are the ones that purchase the items. To be honest, I dislike emails getting sent from heaps of different sites, on the other hand i do look foward to mails from sites i really do like!! .

Overall, Businesses should understand consumers and need to be cautious when deciding which marketing strategy they will use to promote their product or maintain communication with consumers.
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone Two | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?
Danielle Petersen's insight:

This article highlights the significance in having integration across all mediums in the current market place such as out of home, radio and print, with the end goal to be "increased awareness". However, due to the continually fragmenting marketplace, awareness doesn't always equal positive brand value. Due to the fact that skepticism is on the rise among customers, they are more likely to research a product heavily before purchase and rely on the advice and recommendations of their friends before anything else, "this puts the customer, not the brand in the drivers seat.". As a result to this, businesses need to operate in a more integrated manner to increase their reach, improve brand loyalty, increase retention and considering trial.

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Lily Tran's comment, September 26, 2013 6:21 AM
@Danielle Petersen- Your review of the article is precise and to the point addressing the main points of the article. Ideas such as using marketing and the media to increase awareness of the brands and other issues is a good way to promote and get the message out to consumers. As Danielle mentioned the marketplace is always changing and these days not all marketing is viewed positively and much sceptics are questioning how good is a product exactly, and if it really delivers all that the product says. Modern technology allows consumers to research products thoroughly before making a purchase. Danielle concludes that since consumers are able to do research for themselves, businesses need to find a way to appeal to consumers that will increase the sales and improve brand loyalty.
DavidShin's comment, September 26, 2013 7:47 PM
@danielle Peterson: I agree with you on your point that "However, due to the continually fragmenting marketplace, awareness doesn't always equal positive brand value" and a perfect example of this was a scoop i read the other day which was about "REDBULL", the article stated that redbull may be downgrading because of its new image that is building with affiliation with alcohol eg. Vodka Redbull, Jaga Bombs etc . This results in exposure, however the article itself is a negative message towards redbull the brand itself.
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Setting goals and objectives makes your PR planning more effective - Public Relations Institute of Australia

Setting goals and objectives makes your PR planning more effective - Public Relations Institute of Australia | Milestone Two | Scoop.it

Via Jillian Hor Maelynn
Danielle Petersen's insight:

This article is based on 'How to create top public relations plan' effectively and in a detailed manner. The article explains how setting goals and setting objectives can make PR planning work for you and your business. It tells the reader how goal setting lets people know what is expected of them and lets people know what is planned, furthermore it creates measurable results. The article defines goals as "the means to express the end points towards which effort is directed. They are broad, relatively abstract and may be difficult to quantify" and objectives as "subsets of goals and should be expressed in concrete, measurable terms. An objective is something that can be documented; it’s factual and observable."
There are three main goals in PR;
1.Reputation management goals
2.Relationship management goals
3.Task management goals
Similarly, there are four parts to coming up with objectives;
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
4.Target date or time-frame for achieving the outcome.
To set out objectives, most people use a "SMART" acronym (Specific,
Measurable, Agreed, Realistic, Timed).
This article shows the simple and effective steps that can be taken on board to both differentiate goals from objectives and how to implement them into your business to create a top PR plan.

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Sophie Trethewey's comment, September 26, 2013 7:20 PM
This article discusses the importance of PR planning and addresses how it can be measured by firms. Goal setting is a major theme in this article as it has several relevant benefits. It helps to quantify the resources that a business will need and improves the communication strategy. Objectives are subsets of goals that are often quantitative measures sometimes stated in percentages which are factual and can be observed for the business to evaluate. The three types of goals in PR are: Reputation management, Relationship management and task management goals. Intentions are stipulated in these goals which helps to rationalize outcomes. Overall the measurement of PR activities can not be measured unless the components are clearly defined. PR objectives should fit within the SMART goal formula so that it is achievable and will be most likely to result in a positive long-term outcome.
DavidShin's comment, September 26, 2013 8:38 PM
@danielle Peterson: I agree that the big objectives can be layered down to several small goals providing steps to make the goals easier to achieve. I agree with you @lily tran that SMART is a very simple a good way to achieve a realistic goal!!
the steps stated to achieve a successfull public relation strategy are very important too as some consumers want more than just advertising.
Steven Chen's comment, September 26, 2013 9:32 PM
Thanks for sharing this article, Lycoris. This article not only helps me to understand the different between goals and objectives but also let me know the importance of setting goals and objectives in terms of creating an effective public relation plan. Goals refer to the whole picture of the company, and they are broad, relatively abstract and hard to quantify. Objectives are measurable points that indicate how the company is making progress towards a broad purpose. The SMART objective is well known and used not only in marketing but also other domain such as event planning, and it is really useful. There are many benefits for setting communication goals and objectives such as 1. Lets employees know what is expected of them, 2. Let all people within an organisation know what is planned, 3. Helps to quantify the resources, 4. Helps to improve communication between the participants and 5. Creates measurable results.
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Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress

Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress | Milestone Two | Scoop.it
Image source: la.eater.com Whether you are a large chain of restaurants or a mom and pop neighborhood eatery, your marketing strategy is vital to t

Via Peixin hu
Danielle Petersen's insight:

This article sets out six ways to ensure you have a cut and clear marketing plan that can ensure that your marketing techniques will be successful, and how you can measure the success of the marketing plan. The first step is to "start by setting clear goals and objectives", these should be realistic to ensure that they are actually achievable. The second is to keep your marketign clear and simple to ensure that you can retain customer attention, coupled with this, is step three; be different. You need to stand out against all of the clutter of competition. The fourth step is to be focused - you need to segment your market to ensure that you aren't wasting your time trying to attract customers who will never end up actually buying from you, focus on those you know you can get business out of. The fifth step is to include a call to action - have a link to facebook or something of the like so that people know where to go to get more information about your business or product. The final step is to track - you need to make sure that you can get accurate results from your campaign and that it is actuall working, this can be done by have a barcode on flyers or posters. The article concludes by reminding readers that no campaign can be an over night success, it will take time. While this is more tailored to be fitted for resturants, I believe that it is broad enough to be applicable to many different types of businesses.  

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Sheenal Prakash's comment, August 22, 2013 8:14 AM
I agree with Vicky Hu's comment that setting company goals an objectives is likely the most important of steps because it defines the company itself and what they stand for. It defines the organizing Idea behind the company and it will set out the foundations for every product the company comes up with regarding design and the productions process as well as the marketing that the company will do for the product and for the brand itself.
Enele Westerlund's comment, August 22, 2013 7:44 PM
I like your insight of how profit isn't a goal, but rather simply a result. Increasing awareness of a brand in a measurable manner is definitely an important aspect of marketing. Most businesses throw out the idea of measuring the market and tend to only push out information that does not engage consumers. Your articles take on a call-to-action hits home with the idea that you need to motivate your consumers to want to do something in turn, rather than read and move on.
Candace Pritchard's comment, August 22, 2013 11:56 PM
This article gives an insight to setting goals and mesuring the success of the goal. As Rueben has said - it is important for your goals to be realistic as well as relate to your brand image. The article states that when setting goals you need to set a clear goal and objective, keep it simple, be different,focused and track your results. This is agreat way to keep the motivation in the goal.
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Six examples of effective multichannel marketing campaigns

Six examples of effective multichannel marketing campaigns | Milestone Two | Scoop.it
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
Danielle Petersen's insight:

This article, rather than explaining how to effectively use multichannels to create a successful marketing campaign, used example of companies who have done so to their advantage;
1. First Direct - Had an aim to target London commuters with a dedicated micorsite which " showed data harvested from sites including Twitter, Facebook and MoneySavingExpert." on big screens in 26 betwork rail stations, escalator panels. on LCD screens at underground stations and static tube car panels. "The campaign messages were refreshed on a daily basis, and incorporated live streaming of the data visualisations from the campaign microsite. Direct response adverts were also run in the press."
2.Ecoconsultancy - for the launch of their conference, "Invitations were sent through direct mail, with a personalised URL, and a magnifying glass. When the user visited the URL, this initiated a conversation that was personalised according to the user’s name and preferences and they were asked to choose between two options such as tea or coffee".
3.Gatwick Airport - Using Twitter as a real-time customer service support tool, turning construction hoardings into public information points where passengers were encouraged to scan the codes using the Stickybits application and were subsequently presented with a mixture of images and videos showing how the airport was being transformed. Finally they used integration with ratings and review sites o that passengers can rate the facilities and retailers at the airport on their mobiles, or via the web at home.
4.Marks & Spencer - "Product samples were supported by large screen interactive applications that showcased the latest trends and allowed customers to build outfits and place orders while being assisted by specially trained advisers. The initiative aimed to drive awareness of Marks & Spencer’s brands."
5.Topshop - "with a campaign connected the retail floor with the online space by using Instagram and iPad technology in-store. After receiving free style and make-up sessions in-store, shoppers were invited to create a digital “Wish You Were At Topshop” postcard using the photo-sharing app, Instagram. The shoppers’ images were captured though an iPad, set with an Instagram filter."
6.House of Fraser - "The world’s first internet-only store in Aberdeen, a virtual store that holds no stock but allows customers to place or collect online orders there. The store offers customers an engaging brand experience, with iPads, free coffee and comfortable sofas, as well as a convenient local service without the presence of a full physical store."
All campaigns used creative ways to engage their customers in exciting ways, increasing brand awareness and loyalty integrating different social media. Each of these campaigns used technology in innovative ways to encourage direct response.

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Lily Tran's comment, September 26, 2013 6:07 AM
@Danielle Petersen- I like how this article did not describe the steps to properly launch a successful marketing campaign but rather which companies have used it to enhance their strategies. I like the way you used examples to describe what the companies did to successfully achieve the marketing campaign. By doing this it shows the different ways companies can use this strategy to achieve good marketing techniques. An example I quite like is Garwick Airport using twitter as a customer service tool in real-time means customers can get answers fast rather than wait in line for a simple question. It is also convenient for those who are in a rush and have a sudden query they do not need to find a customer service centre and can use their smart phone to contact the service centre. I found the House of Fraser quite interesting as the first full internet store. The way Danielle explained it makes it easy to understand the concept and the purpose of the store. This article is a fantastic way to demonstrate the previous successes of using multichannel marketing.
DavidShin's comment, September 26, 2013 7:37 PM
@danielle Peterson, This is very interesting cause I have seen these methods in use first hand, Especially the First Hand campaign "variety of digital formats including Underground track projections, big screens at 26 major Network Rail stations, digital escalator panels and LCD screens at Underground stations, as well as static tube car panels." In Korea, they have started putting the scan codes for grocery stores at railway stations, bus stops and public places so that busy people that dont have time to spend up to hours at the grocery store can scan the products throughout there travel and once they get to the market they can show their list of scanned products through an app! and recieve the products very quick.

These multi channel marketing campaigns are all very interesting and even though its just 6 different campaigns in this article! there all so very different and successfull.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Milestone Two | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?
Danielle Petersen's insight:

This articles author highlights the importance of the entirety of the marketing mix, particularly when it comes to the consumer and how they should be catered to. This article uses Apple as an example and they have "manages to have their cake and eat it.". Apple believes that technology should service and serve people and they try to implement that into everything that they do and produce.
The articls highlights the three ingredients needed to improve shoppers experiences;
"1.Deliver best in customer service, not sales: Make sure everyone leaves with a smile whether it's because of a problem solved, a product bought or an enjoyable shopping experience in the store.
2. Be bold and unafraid to leave space for shoppers to mill, breathe and reflect
3.Where you can, edit your portfolio and messaging, it has been well documented that too much choice is confusing and even paralysing."
There has been heavy emphasis on the importance of service to the customers throughout the articr and how important it is to make a product (or a range) as user freindly as possible to ensure you have high repeat customers and brand loyalty.

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Lily Tran's comment, September 25, 2013 11:54 PM
@Danielle Petersen- Again, your summary was well presented. Marketing mix is a very important part of a successful business and should be carefully planned. The three points mentioned were to deliver the best customer service, not sales, don’t be afraid to give people space to think about the product, and if possible, edit your message and portfolio. I believe all points are very valid and if small businesses change slightly their approach to customers they may see a change in business numbers. I believe that to get people to purchase goods is to spend time so they know all the details and also let them make the choices instead of dominating them and choosing for the customer. I agree with Danielle in that a simpler product is often quite influential and if people are offered too many products they will get confused and not purchase anything. These three factors will result in repeat customers as well as long term brand loyalty.
DavidShin's comment, September 26, 2013 7:54 PM
@danielle Peterson: These 3 points made in the article are all very interesting and relatable at a real life scale. I work at Kiwiyo and its all about customer service especially when people are coming in for the first time! and you have to explain how it works. After you I explain how it works they have time to think and see if they want the product and actually sample the flavours too.

Also keeping the product line simple and unique is good and will help the consumers also!
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Foursquare partners with Visa, MasterCard for discounts

Foursquare partners with Visa, MasterCard for discounts | Milestone Two | Scoop.it

Looking to unlock a new revenue stream, Foursquare is announcing new partnerships with Visa and MasterCard that will let credit and debit card holders claim discounts at participating retailers.

 

The deal is essentially replicating what the company has had in place for going on two years with American Express, a program that enables people to "sync" their credit cards with Foursquare to claim discounts that appear as credits on their statements simply by checking in to a participating location.


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The Importance of Branding for Businesses

The Importance of Branding for Businesses | Milestone Two | Scoop.it

Via Nandy Lihandra
Danielle Petersen's insight:

This article provides a simple introduction to branding and how from early ages we being to recognise how crucial it is to keep a business alive and thriving in the marketplace. The article states that if you have a brand marketing strategy that is effective, your chances of fading into the background among all of your competitors is minimised and the chance of you standing out amongst said competitors will be heightened. The article explains how major brands such as McDonald’s, Apple and Coca-Cola have come from small companies with effective branding strategies, to major companies that we form strong affiliations with even as children, Happy Meal’s for example (as the article states), as children parents use the bribery (for lack of better term) of being able to get a Happy Meal as an endorsement of good behaviour. It is likely then that when we come to an age where we have our own children we will re-live this memory by doing the same with them as our parents did with us. It is said that children begin to recognise brands as young as (and even younger than) three years old. Companies such as Coca-Cola and McDonalds are aware of this and create brand recognition so these children will literally be growing up with their brand, and begin practicing brand loyalty as they begin to have purchasing power

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Catrina Yang's comment, August 22, 2013 4:29 AM
Jessie Shi: This is a good article for letting people understand what is branding and why it is important to companies. I think eye-catching design and a unique name are important for a brand, because people can remember this brand easily. This articles shows some success branding examples. I found that McDonald is interesting, they incorporated the word "Mac and Mc" into their product names, like "McNuggets" and famous "Big Mac". This makes people really easy to remember.
Matilda Alisi's comment, August 22, 2013 6:40 AM
This is a great article on branding and its importance. I now have a better understanding about how branding works and what brand identity is. Branding is more than just a logo instead its the experience that consumers walk away with after working with the brand/company. There were great examples in this article such as Coca-cola, Macdonalds and Apple.
Samantha Brown's curator insight, August 11, 2014 7:39 PM

Branding is very important to a business or organisation as your brand is your identity and the way in which consumers identify or remember you. Creating an individual brand that represents you and your company is very important in the process to distinguish yourself or company from other competitors and to make yourself memorable.