IMC 2013 part 2
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Rescooped by Kamal Sunker from The MarTech Digest!

Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert

Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert | IMC 2013 part 2 |

Via CYDigital
Kamal Sunker's insight:

Direct marketing is described as:
The business of selling products or services directly to the public, e.g., by mail order or telephone selling, rather than through retailers.


In previous articles, I have established reasons as to why print advertising, is not, and can never be dead. This article further emphasizes that by outlining the point that letterboxes are still continuing to be stuffed with direct mail marketing. According to this article, 6.5 in 10 people who receive direct marketing mail, make purchases or engage with the business.
I found this to be true when reading through a perfume/cologne sale nearby, I found the pamphlet in my letterbox and went over to the sale the next day. It is easy, unobtrusive and highly effective.

This article also outlines that with certain topics, direct mail marketing is the preferred method of receiving information, such as:
sensitive health information

Treatment for a specific condition

Financial services

Mail-order shopping


According to the easy to use infographic of this article, 34% of new customers choose business based on direct mail, which is more than the 25% who are contacted via email and 10% who utilize search engines.
This article paints a picture on how effective direct marketing can actually be, initiating a call to action from the supporter.


Dhanniya Sena's curator insight, September 25, 2014 12:29 AM

I think this is interesting for companies to note because though print advertising and media may be declining in the modern world, direct mail marketing can still lead to direct profit for businesses. This is because the direct mail is delivered to loyalty customers or consumers who have an interest to the company's products and the industry they are in. 

heeyeon yoon's curator insight, October 3, 2014 1:29 AM

Consumers today are more reliant on online browsing and they like to receive letter to email because, it is easy to check and marketer can reduce cost of money for send their information.


From the result by Bolt Insurance, direct mail marketing is increase. In 2011, direct mail spending $47.8 billion. Direct mail spending has been increasing in 2013 and will achieve a 3.6% growth through 2014, according to the projections cited by Bolt. On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with the business. These are the reason why direct mail marketing successes. Direct mail marketing is preferred way of receiving information. There are some examples of top areas in which people prefer direct mail marketing;


-Sensitive health information
-Treatment for a specific condition

-Financial services

-Mail-order shopping


MailShark's curator insight, February 19, 2015 8:08 PM

Awesome infographic with direct mail ROI statistics.

Scooped by Kamal Sunker!

Twitter + Print: Combining the New and the Old to Grow Your Business

Twitter + Print: Combining the New and the Old to Grow Your Business | IMC 2013 part 2 |

Combine Twitter with print ads for an interactive effect
SUMMARY: Combining social media such as Twitter with a traditional medium such as print makes for an effective combination, Patrick Himes writes. Print advertising is underrated despite its "tangibility, credibility, branding, target marketing, and engagement level," he writes, and combining it with Twitter creates cross-promotional activities that can be bolstered with special offers and discounts. Also, using QR codes on print ads to connect to Twitter allows for two-way interaction, Himes adds.

Kamal Sunker's insight:

As outlined in the Week 7 Lecture, it is important to identify the channels, of which ones business uses to engage with its customers or potential customers. This article outlines the importance of using the old and new mediums to communicate with one’s audience.

There are many channels available out our disposal as marketers, but the key to gaining the full effect of our marketing strategy/campaign is to identify the right channel based on our audience.
This article outlines the need to mix old communication channels (print) with new communication channels (digital media).
This article is insightful in the sense that it presented me with a realization, that businesses are mistaken if they feel that they can prosper without the need for a twitter presence. Twitter tends to be hyper active and less permanent compared to Facebook, however twitter does provide an ability to reach out to customers directly and in a timely manner.

The article also outlines the current relevance of print advertising and points out that is has its advantages over digital counterparts. Such as the fact that fewer business are using print, means that should our brand use print, we will have more exposure.

This article also points out that cross promotion over print AND digital would be the ideal way to reach ones audience. By posting about the print advertising by using sites such as twitter, it provides customers with a call to action and incentivises them with potential ‘prizes’ such as discounts, recognition or insider deals and rewards.

I found this article to be extremely relevant and insightful especially in outlining the steps that one can take to combine digital and print media. 

Emma Nightingale's comment, September 25, 2013 3:02 AM
I agree strongly with Kamal's statement, that there are many marketing channels at our disposal as marketers. With technology continuously becoming more and more advanced and social media sights being further developed, these create new channels of marketing for brands. Brands need to be specific in their communication when using different channels such as twitter or Facebook and must constantly strengthen their brand image.
kendall irvine's comment, September 26, 2013 1:42 AM
Both Kamals and Emmas insight of the article into how it is important to choose the best channel for the target auidence is correct. I also really enjoyed reading about how a combination between both print and online marketing media can both be equally achieved. It can be easily done by on print media providing information about the twitter or facebook page connected to the brand or product. Through the social media outlet you can post the printed piece of marketing information thus creating a strong balance between both mediums.
Rescooped by Kamal Sunker from Communications mix and creative strategy!

In With the New: Digital Marketing Must-Haves

In With the New: Digital Marketing Must-Haves | IMC 2013 part 2 |

Although traditional marketing and advertising campaigns are still effective, many programs and companies are now relying on digital marketing tools and approaches to implement their marketing strategies. In the vast digital realm, it can sometimes be difficult to identify which program, tool, network or approach to leverage to meet your objective. Marketers sometimes feel that they have to do it all or risk losing out on an opportunity, but marketing is about finding the right strategy and the right approach to reaching brand objectives and this concept has even more weight when it comes to digital marketing.


So in the digital space, which must-have marketing tools do organizations need for a successful digital marketing strategy?


Web Analytic Tools
Analytic tools, like Google Analytics can provide valuable insight into the success of your digital marketing campaigns. From tracking the click-through rate (CTR) of a digital ad campaign to monitoring website traffic, using web analytic tools to keep track of your numbers helps you identify what works and what doesn’t. Compared to more traditional, non-measurable types of marketing, campaigns that have tracking ability can deliver better reporting structures that help marketers hone in on where to focus their efforts. In the world of web analytics, more integrated solutions are now being offered, such as Optify, Hubspot, Acton to name a few, allowing for an integrated approach to measuring the effectiveness of your digital initiatives. A word of caution here: Tracking and analytic tools doesn’t necessarily achieve more effective results! Strategy and creative still play the most significant role in achieving objectives.


Email Marketing
Email is still one of the most efficient and effective ways to engage your customers and prospects – if you use the tool in a creative or informative way. When it comes to attracting new clients and maintaining great relationships with exiting ones, email marketing campaigns can be very effective. Companies can take advantage of email campaign managers like Mailchimp and Campaign Monitor for their easy-to-use editing features and subscriber management tools to help them stay connected with customers and deliver campaigns like newsletters and promotional blasts. More recently, inbound marketing is more utilized as a term and a tactic. Rather than just pushing information out, the more effective strategies that push information out with an intent of initiating engagement onto your website, with the ability not only to track open and click through rates, but also to evaluate where potential customers go… and to capture their information.


Digital Advertising
Now more than ever people are spending more time online and on social media networks, either on their computers or their mobile devices. Digital advertising is a way for companies to reach more consumers and get measurable results. However, with the onslaught of so many digital ads, all with the new trinkets, bells and whistles, internet browsers are getting wary. Impressions still matter when assessing digital properties. The beauty of digital advertising still remains its targeting flexibility. With many digital spaces, as with Facebook ads, companies can target specific locations, interests(psychographics) and consumers with more precision than traditional advertising could ever offer. You can slice and dice niche markets to the minutia. Again, I have to say, the ability to achieve the performance you set is based on your strategy, creative and execution.

Social Media
This one is obvious – you can’t ignore the giant marketing prowess of social media. With a vast variety of tools and promotional possibilities, social media has emerged as arguably the most powerful marketing tool in today’s digital universe. From Facebook, to Twitter, LinkedIn and Pinterest, the social media giants offer companies a valuable and effective way to reach consumers on a more relatable, engaging and exclusive level – with the ability to track and measure all efforts.
Many companies are just starting to explore the digital marketing possibilities available to them and shifting from traditional to digital campaigns. I would add a word of caution here, to approach marketing as it always has been approached, integrating parts of all channels to make a better whole. It goes without saying that Digital Marketing is one area that cannot be ignored – digital is where the customers are and where the future of marketing is evolving and as marketers it’s important to own that space.


Via Charlotte Johnson
Kamal Sunker's insight:

There will always be a place for traditional marketing as it one of those things that we can never do away with, such as the wheel, similarly, ways of approaching the wheel may change, such as adding it to a car, adding tyres for durability and making it lighter to increase performance. Traditional marketing and advertising will always be around and be effective, however this article outlines that companies are changing and it is important digital marketing tools and approaches to implement marketing strategies and the tools needed to do so.

There are digital tools needed to remain relevant in this digital era and to effectively reach the target audience and potential new stakeholders.
Some tools that are identified in this article are:
Web Analytic Tools, such as Google analytics which provides feedback and statistics of digital marketing campaigns which could prove to be a valuable tool in knowing whether the campaign is working or not.

E-mail Marketing, one of the older forms of digital marketing and one of the more efficient and effective ways engage prospective customers and clients. By utilizing a database, businesses are able to talk to their previous and new (subscribed) clients directly.

Digital Advertising, with millions of people on the web at any given time, digital advertising could prove to be an extremely valuable tool  for businesses, however, no matter where you go on the net there is a pop up and due to the frequency of occurrence, not many people online will pay attention to what is presented to them.

Social Media
Hundreds of millions of people are on sites like Facebook, Twitter, linkedin etc and most of these sites provide a comprehensive advertising scheme,  such as creating a page on facebook to promote your company and then advertising on the website.

This article continues to state that this is a relatively new medium and the possibilities of digital marketing are still being discovered. This ties in quite well with the theme of week 6, creative strategy. By using Wallas’ creative process model, this provides the framework to invent and implement new strategies specifically to the digital world and digital marketing. Bearing in mind that this form of advertising is relatively new - it is fair to say that the most effective digital campaign has still yet to be created. 

Emma Nightingale's comment, September 25, 2013 3:09 AM
the one thing i found interesting about this article was that it highlighted that marketers often feel they need to use most channels of marketing in the digital realm to ensure they arent missing out. It further highlights that this isn't relevant as marketers need to choose one channel and use it well, its about finding the right strategy. I can completely understand why choosing a specific tool in the digital realm would be challenging as there are so many in todays advancing technological world.
gillkelley's comment, September 25, 2013 8:30 AM
Emma - you are so right - have a look at the latest article on here - Digital and the Magpie Syndrome - it shows the need for a strategic approach
kendall irvine's comment, September 26, 2013 1:52 AM
Over the past 5 years with the introduction of facebook and twitter to create the social media family there has been a huge development in digital media. Digital advertising is a way for companies to reach more consumers and get measurable results. People are also spending more time online and on social media networks, either on their computers or their mobile devices allowing access to digital marketing media anytime and anywhere. Any marketing stratergy through Kamals chosen article states that marketing is about finding the right type of communication strategy and the right approach to reaching brand objectives.
Rescooped by Kamal Sunker from visualizing social media!

Four Steps to a Social Media Strategy [Infographic]

Four Steps to a Social Media Strategy [Infographic] | IMC 2013 part 2 |

Engaging customers online requires more than just being on the same social networks they are on. You first need to determine what your goals are for social media, how to measure the success of those goals, what tactics to use in your plan, and how to execute that plan. In other words, you need a strategy.


Click on the link for the complete infographic, including details on what options are available in terms of social media platforms, the different values of each, and how they relate to your potential needs.

Additionally, learn about how well they perform with regard to the 4 defined steps in developing a effective social media plan of action, which are:

Define your goalsDefine your metricsDecide on tacticsExecute a successful strategy


So, for those getting started, or anyone who may be re-evaluating an existing social media strategy, check out this infographic that helps inform, organize and achieve online social media goals.

Via Lauren Moss
Kamal Sunker's insight:

According to Week 7 lecture, it is important to develop a media plan, by analysing the market, establishing media objectives, developing/implementing media strategy and evaluating the performance and effectiveness of the plan. This article also uses 4 similar steps to develop a strategy specifically for social media. It also outlines as to why engaging a customer online requires more than just being on the same type of social networks as the customer. We first need to determine the goals and devise tactics to use in our media plan, then execute the plan. The author describes this as strategy.
The 4 steps that are outlined are:
Define your goals, what are we trying to gain with our media efforts
Defining metrics, what will measure the success of the strategy
Deciding on tactics, what actions can help us as marketers reaching our goals
Execution, measuring success.

I found this article to be quite informative and relevant due to the ease of which it portrays the framework of developing a social media strategy. In this day and age it is important to stay relevant with one’s audience and future consumers and the 4 steps outlined in this article help to ensure that we as marketers devise the correct plan for our respectively ideal outcomes.

kendall irvine's comment, September 26, 2013 1:20 AM
I really enjoyed this article due to the simplicity of the inforgraphic showcasing the information in a colourful and engaging way. As there are several types of social media such as facebook, twitter and tumblr (blogs) having media stratergy for each one is important. All of them have different communiction features and different target audiences. Kamal has chosen well and agreeing with emma that this really links well with the week 7 lecture topic.
Christine IMC's curator insight, September 27, 2013 3:15 AM

This is a good article as it uses infographics which makes it easier to understand and take in the idea of developing and implementing a media strategy and in this case for social media. The first 4 steps are the basics to developing a strategy and then it expands on it with not great detail but just the quick basic information one needs to know. Although one thing it doesn't mention though is analyzing a market or finding a target market which I beleive helps within the process of developing a strategy, knowing what potential customers to target or what market or segment.

Selina EverHungry Nihalani's curator insight, October 6, 2013 11:23 PM

In today’s market, social media has become an essential factor of building a business strategy. It is very important that we approach and engage customers through social sites. In the beginning of this article, it shows that a successful social media strategy depends on establishing a sound business goal. Goals must be defined clearly to utilize the appropriate social media in achieving the business goal. After the goals are set, it is also important to define the metrics and tactics. This is because these will measure whether the social media efforts are creating consideration and conversions with the target audience. Through this process, companies can evaluate and measure success and failures, and prepare for a better business strategy to succeed in social media.

Rescooped by Kamal Sunker from E-marketing knowledge & principles!

The Art of Marketing - Smart Insights Digital Marketing Advice

The Art of Marketing - Smart Insights Digital Marketing Advice | IMC 2013 part 2 |
The urgent need for risk-taking and creativity in marketing I recently attended Seth Godin's presentation around his new book, the The Icarus Deceptio. Marketing topic(s):Brand development. Advice by Danyl Bosomworth.

Via Dan Baxter
Kamal Sunker's comment, September 24, 2013 2:31 AM
According to the week 6 lecture, globalization and the development of IT demand three core competencies:

This article outlines creativity and the need for creative risk taking in marketing.
It draws comparison to Icarus, the man who flew too close to the sun, resulting in his wax feathers melting and causing him to go plummeting to his death. However the article also outlines the fact that there is a part of the myth, where Icarus was warned about getting too close to the sea, flying too low. The author of this article claims that there aren’t enough people prepared to fly higher and that marketers rend to settle for too little, far too often.

The author continues to state that we have created a culture where we are constantly reminded about the dangers of standing up, standing out and making a ruckus. I wholeheartedly agree with this statement. If part of globalisation is creativity, then we need the creative risk takers, the Picassos, the Dalis, the Worhols.

The author reminds us that we all have the potential to be artists, and marketing in itself is an art form. He reminds us that we have to leave our comfort zones and fly closer to the sun. This requires us to take bigger risks and create new things. Creative risk taking is in my opinion one of the most important things in integrated marketing and communication and I would love to see this happen more in the marketplace.
Emma Nightingale's comment, September 26, 2013 12:41 AM
This is yet another interesting article scooped by Kamal. The article really intrigued me, saying marketing is a form of art in itself, and imagination and creativity are skills of 'our time'. Being able to accept failure, as the article states, is very liberating. many of us today do not take the risk, if failure is a possibility. The same applies to marketers, if they didnt take the risks, new and creative marketing campaigns would never reach the public, and quite frankly the world would remain at a constant. I highly enjoyed reading this article, very informative, opened my eyes.
kendall irvine's comment, September 26, 2013 1:24 AM
I agree wit Emmas insight on the point that not enough of us take risks when we are working today. Risks enable us to learn from mistakes and especially in the marketing industry provides anyone with a great opportunity to develop better ideas and be more creative for next time. Through kamals chosen article, it states that 'marketing is about people not just data, channels and tatics.' People are such an integral part of marketing because they are the ones who the information is being givn too.