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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | communication mix | Scoop.it
JianWang's insight:

This is an interesting article, it talks about direct marketing and linking it with the marketing mix. By using technology, people are able to see a more range of selling method, direct marketing is effective, because some companies dont see the full potential of using it.


Direct mail marketing is seems like not that efficiency. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Though some argue that direct mail marketing is still very effective when used correctly. Statistics in the UK still find that 83% of people open direct mail to a small 11% who open emails, aswell as purchase rates from direct mail being higher in UK. Whilst there have been many proclaiming the death of direct mail as a marketing channel, this article looks to show that it is still very effective aslong as is targeted, creative and carried out as economically as possible.

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | communication mix | Scoop.it

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

 

The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.

 

"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....


Via Jeff Domansky
JianWang's insight:

This article shares some interesting statistics, such as that Instagram registers consumer engagement 18 times more than Facebook, and 48 times more than Twitter. Consumer Engagement is the outcome of a company or brands successful interaction with consumers via its marketing techniques. The desired outcome is a positive behavior or attitude developed toward the company/brand. The statistic mentioned above is very interesting, and as the article suggests, this could be because of the visual component of the brand. This is useful to marketers as perhaps using more visuals in their advertisements and promotional material, could lead to a higher level of consumer engagement.

 

The visual aspect really allows consumers to interact instantly with their favourite brands (hense 'Insta'gram). The fact that consumers are being kept up to date with the latest fashions, products and trends that are circulating the globe gives them an incentive to get involved in the brand more than if they saw a new billboard go up or read about it in a magazine that may be slightly out of date.

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram

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Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter | communication mix | Scoop.it
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] (RT @lorilewis: Customers Are More Likely To Trust, Buy (Listen To #Radio) From Brands Who Use Social Media INFOGRAPHIC http://t.co/EzeKqq02Qr)...

Via Dr. Susan Bainbridge, Becky Norman, Nick Moxon, Connie Guan
JianWang's insight:

This is quite a good article as it points out the vital connection between branding and social media. I believe brands that use social media definitely do get more brand awareness. This article shows how social media is a great communication tool when integrated to deliver strong messages to consumers. Nowadays internet is easily accessed through smartphones and social media site such as Facebook has been incorporated into consumers lives as it is a daily routine for them to check Facebook. Consumers are likely to trust and buy from brands who uses social media as mentioned in this article. In relation to IMC social media is an option for firms to use in the integration across all media channels. Social media is a creative media channel for firms to communicate with consumers and advertise products and services. 

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Tiffany Tang's comment, September 26, 2013 8:07 AM
i think this is a very good article to read with. some companies however still choose to ignore the evolution on online activity and choose to go through the traditional streams of communicating with there target audience. This might let the company reduce the amount of profit.On the other hand if the company use the social media to promo their product this will largely give a big advantage for the company.
Anna Kong's comment, September 26, 2013 9:26 PM
i agree with you jianwang this article is interesting and it does point out the vital connections between branding and social media. well chose article.
Steven Chen's comment, September 26, 2013 9:33 PM
Good insight Lycoris. For me, I fit into one of the 18-34 demographic and I use social media every day. All the statistics in this article show that social media plays a significant role in brand engagement and I totally agreed with it. For me, I would like to engage with a brand that using a social media platform, especially if some of my friend a link to me on Facebook. One of the reason that I would like to trust brands who use social media is there are not just positive advertisements on the Facebook page but also different comments I can read. And I also agree with Lycoris’s point that social media is a powerful tool. It is an effective and cheap platform for brand to engage with people, but it is hard to control. For brand, this could be a negative issue because when things go wrong, it is really hard to control how people saying on the social media so there is no way to hide the truth. And for customers, this could be a good issue because we knew if something goes wrong, we will see news on social media.
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5 Online Marketing Trends Affecting Small Businesses Beyond 2013

5 Online Marketing Trends Affecting Small Businesses Beyond 2013 | communication mix | Scoop.it

Online marketing trends for small businesses have changed. Five to ten years ago there was a pretty straightforward approach to online marketing.


Via Kamal Bennani
JianWang's insight:

I like this article about many businesses have been caught off guard by the change in online marketing. But strategies like better content, greater social media engagement, and video production will be the big items to focus on going forward. By 2017, an estimated 68% of the US population will be using a smartphone. that means mobile phone will change the way that people get information and change mobile media are getting more influence to people.

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Anna Kong's comment, September 26, 2013 9:34 PM
this article is very interesting jian wang and i do agree that technology is important to our daily life now and its a huge influence to social media
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | communication mix | Scoop.it
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao
JianWang's insight:

helpful article for us to have a better understanding of direct marketing.

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Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable

 

Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

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Direct Marketing More Relevant Than Ever

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

Via PHAM THU NGA, Connie Guan
JianWang's insight:

As a marketing student and consumer I have been told that direct marketing is very important in the world of marketing but have never really paid attention to the benefits it can create. Direct marketing gives marketers the opportunity to further connect with their customers, which in turn builds brand equity by strengthening relationships. Also, direct marketing is beneficial not only for the marketer but for the consumer as they feel more highly valued as an individual by the brand.

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts