Direct Marketing
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Direct Marketing
Engaging the consumer
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Direct Mail: Alive And Kicking

Direct Mail: Alive And Kicking | Direct Marketing | Scoop.it
Why do I get the feeling that many marketers today look at direct mail the way people look at the Jurassic Period?
Joshua Iles 's insight:

The relevance of physical media marketing has been questioned, mostly due to the rise of digital marketing.  However, such form of direct marketing cannot go unnoticed. Surveys suggest that direct mail advertising can leave more of an impression in consumer minds than that of its digital counterpart. Not only that, direct mail advertising is more measureable to marketers as well. Further studies showed that direct mail still owns a higher ROI than digital marketing alternatives. That’s not to say that digital marketing isn’t the right tool for marketers to implement; it is now bare minimum for marketers to advertise brands through online-based platforms in order to sustain position in competitive markets. But the importance of physical media marketing is still relevant as the results are still shown to be favourable. Perhaps the only down fall of physical media marketing is the lack of true consumer engagement, but that’s how digital marketing can counteract such flaw. But what consumers interpret from such advertisement has a longer-lasting effect, and such statistic needs to be considered when determining how to directly market brands to consumers.

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Amy Revell's comment, May 9, 2013 8:05 PM
Interesting look at the emotional side that direct marketing can have. Physical marketing has a more resonating effect and can touch on emotions a lot more than digital media can. Implementing both strategies together can form a more satisfactory customer experience because direct mail is trustworthy and digital is convenient. Integrating the two should definitely be considered when marketing a brand to a consumer. It's not enough anymore to just have one outlet.
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Why Companies Need Social Media Marketing

Why Companies Need Social Media Marketing | Direct Marketing | Scoop.it
Companies need social media marketing for great reach and deeper consumer engagement.
Joshua Iles 's insight:

Consumer engagement is a crucial tool businesses need to utilize in order to form relationships with their customers. Direct marketing has always been a gateway for such process to occur, and the power of social media works as a portal for businesses to reach out to customers, with the benefit of instant consumer feedback.  The problem the article above outlines is how companies are struggling to fully use social media to their advantage. Consumers are continually seeking more engagement between themselves and the consumables they use, but social media platforms are being used more as a one-way communication channel. This is good for directly marketing brands to consumers as social media can be accessed beyond just TV and radio, but it’s the engagement part which the article suggests needs more work; 31% of businesses use social media to engage with consumers, with only 14% inviting consumers to provide comments and feedback. With more and more consumers turning to social media for information and guidelines regarding product-purchasing decisions, business need to jump on the “bandwagon” and use this movement to their advantage.

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Easter Greig's comment, May 9, 2013 11:45 PM
Social networks and a lot of online media in general are great ways for consumers to engage in brands and products thus a key reason why companies should take full advantage of this by using direct marketing to obtain information from consumers in terms of post purchase follow ups, customer insights of preference and thoughts of certain products and more. With almost the entire population being current on social networks and the same amount spending a fair amount of time on these sites it’s becoming one of the easiest channels to interact with the consumer. Efforts in engagement should be very high in the interest of companies, reason being; increased engagement has proven to increase loyal customers and this is more cost effective in comparison to obtaining new customers. Technology has also increased co-creation among consumers allowing customers to choose what information they want, what channel they want to receive it in and when they want it.
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Direct marketing in digital format

Direct marketing in digital format | Direct Marketing | Scoop.it
BE caught up with Howard Draft , executive chairman, DraftFCB USA, on the sidelines of Spikes Asia for a quick chat, one that included some intense direct marketing perspective. What is the scope...
Joshua Iles 's insight:

Direct marketing has been revitalised by the recent growth of digital platforms; direct marketing techniques from the past can be used again in a digital format.  That’s not so say that other direct marketing formats will cease to be used; telemarketing and mail marketing still exist. Therefore, it’s more of a combination of several marketing channels which allows direct marketing to be so useful to marketers. Digital advertising can reach out to customers beyond traditional measures, helping to influence purchase intent. However, such direct marketing direction isn’t as strategically sound. Even though digital platforms are an easier way to advertise a brand to a larger audience, there is so much more available to utilize in order to create the best customer experience possible. Marketers have to take advantage of the fact that through digital platforms, such as social media websites and blogging forums, they can engage with the consumer through a two-way marketing channel; marketers can advertise their brand to the consumer, with the consumer invited to provide feedback about their experience. The importance of digital platforms in a direct marketing sense is extremely high in terms of how much can be achieved which just wasn’t possible in the past.

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Duane Hulley's comment, May 9, 2013 8:38 PM
Businesses need to understand that there is so much more to digital marketing then just marketing their product. Yes, that is the driving factor towards business using such communication channel but that fact that consumers are able to communicate back to the business can allow for better experiences for both parties. In agreeance to what you have said in your insight, businesses are not taking a strategic approach when choosing to use digital media to market their brand. However, creating a two-way marketing channel can allow marketers in really be able to measure how successful their brands are received by consumers. It’s with this that business can make proper changes to products to meet consumer demand, as well as keeping up in competitive markets. More importantly, engaging with consumers is the only way business can grow in markets that are forever changing. So, instead of treating digital media as if it was a classified advertisement, business must learn to use the platform for all its worth to ensure they can enjoy the benefits.