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AUT Branding Article
Curated by Daniel Benoy
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | IMC - AUT123 |
Daniel Benoy's insight:

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. 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.

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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5 Signs Your Marketing Isn’t Integrated

5 Signs Your Marketing Isn’t Integrated | IMC - AUT123 |
Daniel Benoy's insight:

This article looks at a different angle, it discussed how hard it is to perform integrated marketing. It tells us that integrated marketing isn’t an exact science, there is not a simple test that tells you if your marketing is integrated. It gives five basic unique signs to show whether or not your particular market is integrating. Firstly if your website landing page does not fit, you have a problem and you are missing one of the most simplest places to integrate your market. If a company's database isnt broad enough this too can create problems, along with channel specific goals or ideas. The article looks to give solid reviews and advice on integrating a specific market.

corneja's curator insight, February 28, 2013 7:11 PM

Interesting observations. For example: "Do you have social media ideas, TV ideas or event ideas? Oops. The channels and tactics used should be a natural outgrowth of an audience centric idea."

Ta-Ral Jhagroo's comment, April 9, 2013 7:19 AM
The article presents some good points. One being that there is no set science to knowing that your company has achieved integrated marketing. Furthermore, the 5 steps used to identify that your company is not achieving integrated marketing are helpful. Tip number 5, "Your still ignoring mobile" I agree with wholeheartedly. Ignoring this is missing a crucial part of integrated marketing and for todays marketers is a must.
alex's comment, April 9, 2013 7:36 AM
The article really addresses what is needed to be done to have a successful IMC campaign. it address the problems that are being had today like companies ignoring mobile marketing, with so many smart phones out there it is stupid not to address them as a channel of communication. I feel as that these five points are key to a good campaign. With the social media always changing and the different medias around us changing I feel this article helps to see what are important and what is less.
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Instagram is linchpin to mobile’s multichannel success

Instagram is linchpin to mobile’s multichannel success | IMC - AUT123 |

Instagram helps brands fuse social, mobile marketing


SUMMARY: Brands such as Grey Goose and Taco Bell are turning to Instagram to drive consumer engagement and fuse their mobile and social media marketing efforts, experts say. The image-sharing site is easy for brands to get started with, and potentially allows them to make contact with customers while they're actually out on shopping trips.



Daniel Benoy's insight:

From the major outburst of sites such as Twitter and Facebook, online advertisement is now one of the most effective methods companies use when promoting. Most recently it has been shown from this article that consumer engagement within the photo sharing community of Instagram has taken off, thus becoming a marketing ground for companies like Taco Bell and Grey Goose. The reason many companies are looking at Instagram before sites such as Facebook, is because it truly encompasses mobile and social media advertising. We know multichannel advertising is much more effective.

Matt West's comment, August 21, 2013 4:49 AM
I agree with Abby on this one that businesses world wide are relying more and more on social media to get their products and ideas out to the consumers. Instagram is an especially effective tool to use because of its instant uploads which allow the customers to be fully up to date with the latest trends. This function, on top of the already easy to use 'app', makes this a very effective marketing tool for any business.
Callum Wood's comment, August 21, 2013 5:04 AM
i agree with abby that social media is growing heavily and that this can be used to businesses advantages for marketing purposes. the social marketing allows consumers to interact with brands and provides a more personal experience for consumers.
Labroye Tauevihi's comment, August 22, 2013 9:27 PM
This article is great at focussing on how online sites have affected the world of advertising and marketing with Instagram being its focus. Pictures can say a lot more than words and can also leave an impression and a view in the consumers mind. It is also a faster way to communicate with the consumers as many times it is just a quick glance at a picture that may garner one's attention, as opposed to having to read something to find out what it is about. Also instagram is easily accessible and can be used at any time of the day and will always be with the consumer (if they always have their smartphone with them), so there will always be an opportunity for your brand to be seen by others.
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Is mobile marketing working for direct marketers?

Is mobile marketing working for direct marketers? | IMC - AUT123 |
Josh Herman is global multichannel marketing innovation leader at Acxiom By Josh Herman There is a piece of logic that has been missing for why so many consumer eyeballs can be found rapt to mobile screens of all shapes, sizes, and operating...

Via Paulo Gervasio
Daniel Benoy's insight:

In todays society the amount of potential consumers which are subject to advertising and marketing through the use of their mobile phones which can now easily access things like social media and internet sites, is huge. Though with comparison to the amount of users, marketing and advertising spent does not correspond. The competitive marketing options of mobiles rely on the fact that they get sited multiple times a day, to which the linger time far outdoes that of letter mail, mobile phones are accessible everywhere a person goes, with them continuosly. Direct marketers are now realising that mobile marketing is a superior source with endless possibilities for growth.

Nick Moxon's curator insight, May 9, 2013 10:07 PM

A very interesting article which Josh Herman presents his opinion of the use of database information and mobile marketing as a form of direct marketing  to achieving the best results. I personally agree with Josh and believe that Mobile Marketing is a highly effectives channel of direct marketing over other electronic sources as androids are becoming ever more popular and consumers almost always have their phones on them contact to the consumer can be at any time possible.

Alexis-ellen Day's curator insight, May 13, 2013 1:00 AM

Cells phones are no longer the simple call and text others. Smartphones and all these other fast developing forms of cell phones are now the internet and research and communicating through email, online message boards. nearly every business will require an app for consumers to form a relationship with any business they deal with, from grocceries to banking. I fully agree with this article, especially when the author wrote how business owners love having full control over their own business marketing campaign.

Rory Kelly's curator insight, May 22, 2013 10:19 PM

I do agree with this article on the topic of mobile marketing and trying to gain the best results, mobile marketing can be extremely effective type of marketing compared to that of other digital based avenues because people will most syrely always have there mobile phones with them most of the day meaning the consumer can be contacted at any time.

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The Marketer's Guide to Developing a Strong Brand Identity

The Marketer's Guide to Developing a Strong Brand Identity | IMC - AUT123 |
Learn how you can define your company's brand -- or work with an agency to help them define it for you.
Daniel Benoy's insight:

This article is extremely relavent when creating a strong brand identity through the use of integrated marketing communication. It explains when doing this a company must first establish its strengths, weaknesses, opportunities and threats. Once this is done they can then look to develop a vision and mission statement which helps create the essence and personality of your brand identity. This article is very effective as it shows you how to implement your brand into the actual market.

Norman Vaz's comment, March 21, 2013 5:08 PM
This was such an insight full article which provided a lot of help-full information with the various examples like the above person said and gives us a better understanding on how to have a strong brand identity and how that helps consumers understand the uniqueness of a brand.
alex's comment, April 9, 2013 7:40 AM
The article is interesting as it address many issues with becoming a strong brand. From “What justification are we providing as support?” this is something that I wouldn’t think of when trying to make a brand identity. By addressing so many key points and having so much information it allows readers to have a better understanding about how to create a strong brand identity
Ta-Ral Jhagroo's comment, May 9, 2013 2:04 AM
The article was very relevant and had some stellar points. The article is helpful for a business assessing its brands strength in a market. It comments on good use of the SWOT analysis and vision and mission statements and like Dan stated above, creates the essence and personality of your brand. These are all great points for understanding about how to create strong brand identity in a market.
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Helicopter Branding: Why It’s Bad And How To Avoid It

Helicopter Branding: Why It’s Bad And How To Avoid It | IMC - AUT123 |
A famous piece of wisdom from child-rearing expert Dr.

Via Bill Palladino - MLUI
Daniel Benoy's insight:
From this article we see a strong comparison between a brand being referred to like a child. It shows us the important behavioural elements that a brand has when running a business, and how like a child it should have the freedom to roam and grow on its own though often some path readjustments can be made. Chances and opportunities will arise by doing this, as all companies want their brand to succeed.
Bill Palladino - MLUI's curator insight, February 22, 2013 3:59 PM

One of the themes that keeps coming up this week is branding. This article takes a look at our desire to hang on tight to the brands we've created.  It suggests that may crimp creativity and limit the brand's true potential reach.

alex's comment, March 21, 2013 2:29 AM
This article is good in the way it characteristic brands as children. By referring to the way a child is brought up it helps to show the simplicity of the ideas that are being demonstrated in the article. rather than having a complex definitions and diagrams this article makes it simple and easy to understand e.g., "Remember that every child brand is driven to explore boundaries" meaning that sometimes brands will find themselves in more than one market without being forced there.
Ta-Ral Jhagroo's comment, March 21, 2013 2:54 AM
The points illustrated in the article are brought across very well. I agree with the points that Dan has come up with. Directly comparing a brand to that of a child gives people an abstract insight into thinking about branding. Also the point that came across of not “smothering” the brand I think is a great idea, leading to long-term success.