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Rescooped by Shino Takano from Milestone Two - Integrated Marketing Communications!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone 2 |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Matilda Alisi, Sophie Batten
Shino Takano's insight:

This article shows how direct marketing is becoming one of the major marketing strategies. As social media has been introduced to the marketers, it enables them to interact with consumers more directly and able to collect more information. An airline company EasyJet added a tool called ‘InspireMe’ which convertes web traffic into flight booking. They have targeted young single men and women, and all they had to do was to select a price range, time and activities that they wanted to do, and then the promotion flight ticket that matched the criteria pops up. I think this is a great direct marketing, and it attracts their right target audience.  

Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
Rescooped by Shino Takano from Milestone 2!

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 |

Via Tyler , Benson Leng
Shino Takano's insight:

This article shows four examples of integrated marketing campaigns which is from Kraft Foods, Popeyes and Dickies. They have used variety of campaigns and marketing medias to interact with consumers. Kraft Food have held a campaign with hunger relief organisation in America to donate at least 20million meals to provide meals who’s in need, and for the campaign, they have used many marketing medias covering cinemas, newspapers, magazines and so on. Kraft Food has sent their message to the audience by helping people who’s in need, and also by advertising them throughout varieties of medias; it will engage and attract people with the brand.

Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
Rescooped by Shino Takano from BRANDING!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Milestone 2 |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz
Shino Takano's insight:

This article highlights the main idea of effective marketing mix. There are three tips to follow; to identify the target audience, create key message point, identify the apertures, write working plans and to identify the tactics. It is important to identify different demographic of all the target audience as the strategic plans will differ. Also, key message point needs to be something that will attract the right target audience, and this goes with apertures as well. All the plans and tactics will be based on the three key points above. It is a good guideline to follow to improve company's marketing communication mix skills. 

Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

Rescooped by Shino Takano from Milestone 2!

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 2 |

Via Matilda Alisi, Benson Leng
Shino Takano's insight:

I found this article quite interesting to read, as people do often think that since marketing through social media is popular but this article goes through how popular does not necessarily mean it is effective. Many marketers now days have been using Facebook and Twitter as their major marketing tool, however according to the research, 77% of the people appreciate more by getting a notice through email than through social media. As this article states how marketers and consumer defines engagement differently, which would rises as quite a big problem to the marketers as they need to re-think on their marketing strategy. Also this article states how marketers should focus on what consumers actually want, and in the right channel that offers the best returning value. 

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.
Rescooped by Shino Takano from Milestone 2!

Effective multichannel marketing campaigns

Effective multichannel marketing campaigns | Milestone 2 |
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.

Via Jillian Hor Maelynn, Benson Leng
Shino Takano's insight:

This article shows 6 successful companies that have used multi channel marketing campaign. These six companies were; First Direct, Econsultancy, Gatwick Airport, Marks & Spencer, Topshop and House of Fraser. First Direct have used social media to visualise the brand which had both positive and negative effect. Not only the social media, but First Direct has used other digital tools for their marketing campaign. For Ecosultancy, they have used both digital and printed media. They have sent out a conference invitation by a letter which has a URL link to their personalised web page which interacts with consumers. As for other companies in the article, they all have used multi channel marketing campaign to interact with consumers and gain more attention in the most effective way. 

Hannah Joy Gaisford's comment, September 26, 2013 7:22 PM
Cool article shino! I really liked first directs idea by putting interactive boards in the subway station. what a good way to engage customers who are in transit and don't have much else to do. That's a great idea to try and get people when their attention isn't being taken up by other things. The rest of the articles were cool too. I liked gatwicks idea of using twitter to get consumers engaged with the transformation of their airport. I get inspired by companies and businesses that come up with never been done before campaigns like that!
Josh Leuenberger's comment, September 26, 2013 9:43 PM
@Curtis Milner I still think that integrating with consumers on a personal level is an extremely affective way of building a relationship with customers. Where customer response is involved, customer response can dramatically improve aspects of a product or service. A business may have an idea of how to develop and market a product. But may not specifically have a product or service that is attractive to a consumer. But a customer response can help with the improvement of this issue as the response or feedback can help adjust specific aspects of a product. In the end direct marketing can be the most affective way of gaining customers as it is something that the customer is most likely to want and therefore making it a successful idea.
James Bradley's curator insight, September 30, 2013 7:38 PM

This article showcases applications of how brands have used innovative ideas incorporating digital aspects of communication with physical presence to create a more rewarding experience for consumers. In doing so, these brands have created value for consumers while also increasing the coverage and brand equity through the campaigns mentioned. These campaigns successfully engaged consumers which created a creative way to communicate with each consumer participating but also the social network which consumers engaged with throughout the campaign.