IMC consumer engagement
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The Role of Direct Marketing in the IMC Program - ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants.

The Role of Direct Marketing in the IMC Program - ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. | IMC consumer engagement | Scoop.it
The Role of Direct Marketing in the IMC Program Advertising & Marketing IMC considers all sources of brand or company contact that a customer/prosp

Via Mareta Simanu Sapolu
Laura Killgour's insight:

Direct marketing can be considered essential in consumer engagement due to the fact that in IMC direct marketing uses many techniques to gain a response from a consumer or complete a sale. Direct marketing techniques create loyalty with the consumer as the techniques are specifically aimed at traget markets instead of a mass audience.

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Sean Peh's comment, September 26, 2013 7:42 PM
Hi Thim, this article emphasizes a lot on direct marketing which is good because it is really useful when company creates a relationship with the consumers. Not to mention by doing direct marketing we know that our promotion or the message that the company wanted to deliver is been delivered successfully.
Thapthim (Thim) Phithak's curator insight, September 26, 2013 10:14 PM

This article targets mostly on role of direct marketing in the IMC which is good since direct marketing is important role for the company to do inorder for them to engage their target consumers, to makes sales and gain cusomer loyalty. Having an understanding of this article will help the company to be sucessful. 

Sini Tagiloa's curator insight, August 26, 2014 10:38 PM

How effective is Direct Marketing as a tool in creating brand awareness and attracting consumer interest before "clutter" is considered a potential threat in segmenting your target audience?

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Consumer engagement: How Coca-Cola fosters human connections - Campaign India

Consumer engagement: How Coca-Cola fosters human connections - Campaign India | IMC consumer engagement | Scoop.it
Consumer engagement: How Coca-Cola fosters human connections
Campaign India
People are consumers for a particular product category, say beverages, for only half an hour in a day.
Laura Killgour's insight:

Coca cola understands how important human interaction is with their brand which relates to IMC on how communication is important for consumer interaction. Understanding the market place and what role the product will play in the market is equally important, for example coca cola associates itself with happiness, therefore having a human interaction. However, the market is constantly changing along with human perceptions, therefore deeper studies constantly need to be undertaken for brands to be able to adapt to the changes. 

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Holly Eden's comment, March 13, 2013 3:26 AM
I also believe Coca Cola does well in understanding the market place and their customers involvement. The ideas in the above insight are very applicable to how IMC relates to consumer interaction, and the example explains this well to me. I also agree that Coca Cola have to continuously study the ever-changing market place.
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Targeting and Direct Marketing - Make your ideas Art

Targeting and Direct Marketing - Make your ideas Art | IMC consumer engagement | Scoop.it
With our knowledge of consumer habits and behaviour becoming increasingly sophisticated this has led to a previously blunt promotional instrument such as leaflet distribution developing a sharpness that if it still isn’t exactly scalpel precise, it...

Via Spyros Thalassinos
Laura Killgour's insight:

In today's world marketers have the research to establish and distinguish the different consumer habits, behaviours and buying patterns; thus defining target markets. Direct or target marketing can help with minimizing wastage and can maximise responses from your target market. It will reduce the amount of promotional activity that reaches markets outside of the prime target market. Furthermore targeting the correct market and then directly communicating with this market alone will increase success rates of the promotional activity. Personally I agree that Direct marketing is more powerful than mass advertising as consumers like to feel familiar with a brand (this will not happen with mass advertising)  and have positive emotional responses to the brand.

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Renee Quarrie's comment, May 9, 2013 4:45 AM
I agree with this article. Leaflet distribution is still effective however this is depending on your research into your target audience and the consumers who suit your target market. Narrowing down on potential customers also means that you save on discarded leaflets.
Tarjana Patel's comment, May 9, 2013 5:34 AM
I agree, leaflet distribution can be effective, if it is reaching the selected target market. It is important to target this audience as it can defiantly save in printing costs. Personally for me, I don't really look at leaflets, unless there is something on there that stand out to me.
annabel rollinson's comment, May 9, 2013 9:56 PM
Its very true that a company needs to target who they send their mail to, otherwise, like the previous article, people will just throw it out, it will also save the company a lot of money and also be better for the enviroment by eliminating wastage!