Creative planning + Direct Marketing
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13 Reasons Why Direct Mail Should Be Included in Your 2013 Marketing Campaign

13 Reasons Why Direct Mail Should Be Included in Your 2013 Marketing Campaign | Creative planning + Direct Marketing | Scoop.it
The Media Horizons blog offers stories and tips ranging from various topics relative to the direct marketing industry.
Jess Tracey's insight:

I agree with the article in the sense that direct mail can still be an effective marketing tool nowadays, where the majority of marketing has moved to digital forms. Direct mail has many unique benefits, including that it builds stronger relationships by personalising the message sent to the consumer, as well as the fact that the consumer receives a tangible message that they are able to physically touch, which consumers value. Especially with the fact that many marketers have now moved away from tangible marketing such as direct mail into digital marketing, there is the potential for marketers to connect more strongly with their users by using direct mail to create a point of difference between them and their competitors. 

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Trends to Define Marketing- How Direct Mail Survives (revisited)

Trends to Define Marketing- How Direct Mail Survives (revisited) | Creative planning + Direct Marketing | Scoop.it
Jess Tracey's insight:

This article discusses how direct marketing could be used in the future when such products as the iWatch (Apples newest product focus, a smart watch) and Google Glass (augmented reality glasses) are released and become more popular in the mainstream market. This products will allow marketers to directly target consumers by "merging the tactile with the digital world". An example of where this could be used is in stores where consumers only visit the store to view the product and then later look it up online to find better prices etc. The consumers will now be able to do this in store, which could be beneficial for physical rather than online stores. These emerging technologies will have major implications for marketing, especially in terms of direct marketing. 

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Creative vs Media Strategy - Which Comes First?

Creative vs Media Strategy - Which Comes First? | Creative planning + Direct Marketing | Scoop.it
I recently talked with Jason DeLuca, Managing Director at Allscope Media, an independent mid-size ad agency that delivers fully integrated communication strategies, about the important relationship...
Jess Tracey's insight:

This article is an interview with the Managing DIrector of an ad agency called Allscope Media, Jason DeLuca. The interview raises many interesting points in terms of creative strategy and media strategy, and this is very relevant to IMC. Jason sums up the relationship between the two very well in saying that neither the creative strategy or the media strategy comes first in any campaign. In order to be successful both all aspects need to be integrated, which relates very strongly to the key concept of IMC that all aspects of a business or brand need to be integrated in order to be effective. 

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