IMC Milestone 2
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Rescooped by Steven Chen from Digital Marketing
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David's Direct Marketing Forum: Survey: Most Small Businesses Use Mobile Marketing

David's Direct Marketing Forum: Survey: Most Small Businesses Use Mobile Marketing | IMC Milestone 2 | Scoop.it

Via Bill Cosgrove
Steven Chen's insight:

Good article with a lot of fact and research backing up his point that most small business use mobile marketing. I am not surprised to see these facts and data to be honest, I really think in the current days most people will have a cell phone that can go on internet or a smart phone that can basically used as a computer. The data show that 57% of us consumers uses smart phone now and is becoming especially this number is still increasing.  The article also show that research have shown over 70% of small business use phones for their social marketing and email marketing . I can understand why small businesses are doing this first of all it is saving money, and secondly this can provide direct contact with customers and mobile can also be handy going on social plate form which lots of people are using these days so as the article says if small business are not using mobile marketing they show really start or else you will be left behind.

 

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Elaine Li's comment, September 26, 2013 12:12 AM
Hi, Steven. Thank you for sharing your insight. This article described there are most small business use mobile marketing. Nowadays, most of people have a smart phone that can use to as a computer. The data from article that shows 57% of customer use smart phone and the percentages still increase of this. There are 70%of small businesses using mobile with social media marketing and e-mail marketing. I very agree with Steven’s opinion, small business using mobile phone to do their business that can save their budget do not need spent a lot of money. Also, customer can download the company apps to help them the update the information of that company. There also have some small businesses are not use mobile marketing, in my opinion, I think they really need start to use it otherwise they might lost their potential customer base.
Yujue Wang 1250401's comment, September 26, 2013 6:26 PM
Good insight, the data and research really help to prove that people are starting to use mobile as there shopping centre and in fact a high percentages have already been adapt to the use of mobile or smart phones. When we are in a digitized world like this it is very cost effective to use smart phones for mail marketing and social marketing because everyone can use their mobile to communicate on internet and it is very effective. And for small business saving a budget can means a lot because then they can spend the money on other places. I agree with you that if small companies haven’t started using mobile marketing they should really look in to it and start because it will just be a disadvantage for them and in a market where competitions are everywhere they will get eliminated and take over by other business that uses every resources there is at the same time being more effective and money saving.
Rescooped by Steven Chen from Direct marketing and consumer engagement
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Jessie Joseph
Steven Chen's insight:

This article provides readers a very good example of what direct marketing is, and how it is going more popular. As the social media and other online interactions getting more popular direct marketing have been used more often with marketers are connecting more with customers directly. The article tells us that if marketers are using direct marketing properly though blogs, tweets and other social networks they can create and develop a better emotional bond with individual customers or customer groups. I think this is a very important factor when it comes to the business and the customers because a trust is what bring customers back and this direct marketing can improve because it create more interactions with both sides. Another big example the article provided is how a company called EasyJet increased their profit by 28% due to direct marketing effort, the smart phone app they create  and other online booking help them to reduce front desk staffs and staffs in airport. This is an amazing result and especially with the results of every dollar EasyJet spent on direct marketing they get a 4 dollars revenue back. 

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Haifeng LIU's comment, September 25, 2013 6:10 AM
An interesting observation in the business of website design is the age-old struggle to balance a great-looking website versus a great-working website. Ideally, you want both, but the primary requirement should be a highly functional site that achieves your online marketing goals, instead of just a pretty website.
Elaine Li's comment, September 26, 2013 12:46 AM
I agree with Steven’s insight. This article gives a very good example for reader to understand what direct marketing is and how it is going more popular. If the marketer are good at using direct marketing such as blog, twitter, facebook or other social medias that help them to create a better emotion bond with customer or customer base. The article also provides a very good example about direct marketing; the company called Easy Jet increased their profit by 28% due to direct marketing effort. The direct marketing they use includes smart phone app, online booking and staff in the airport. At the end, Easy Jet got a very result especially with the results of every dollar they spent on direct marketing they got Four dollars revenue back. Use direct marketing as a tool for your business that is an effective way to help your company to increase the profit. I like this article’s example that is easy to understand what is direct marketing.
Yujue Wang 1250401's comment, September 26, 2013 6:26 PM
I understand what you mean and I agree that more and more people start using online platform as a way of communication. With direct marketing online is a very handy way to communicate and get better relationships with your customers, and using online platform can save a lot time because as your insight said more and more people is spending more time on their internet and it save the effort making appointment and meet each other face to face. I also agree direct marketing can enable marketers a good chance to improve their relationship and emotional bonds with individual customers. At the same time I think when customers download your app or use your website it means they want some service from you, there for as a marketer you know exactly how to help them when you make a conversation with them online and provide the help they needed. At last for every 1 dollar invest in direct marketing and getting a 4 dollars revenue back is indeed amazing, also with a development on the use of the internet booking and apps, the company can reduce the resource from other places like advertising because the web and apps are doing such a good job.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC Milestone 2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Steven Chen's insight:

This is a really short but good explanation to what marketing communication mix is. The reading express that when you do marketing mix you need to combine different strategies together that can connect you more to the customers, this include advertising, sales promotion, direct marketing and interactive marketing. It doesn't require all of them but each of them represents different strategy and it is important to have a few of them together so companies can contact with wider customers range. The reading also talks about what does target customer means and how to make accurate decision for the companies to choose their target customers. I think that knowing what your customers wants is one of the main way to succeed. Communication Channels is another strategy the reading mentioned that is important, when sending message out about your promotions and advertising, you need to find out where to put the information so people can see it when they are interested for example like putting upscale shoes advertising in glossy magazines. 

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Yujue Wang 1250401's comment, September 14, 2013 7:47 AM
Good insight, I like how you condensed what the article talked about creating effective marketing communication mix and how you explained the article. To create effective market communication mix business requires multiple strategies to approach wide range of consumers and this means they need more than just one way of connecting with customers. As your insight and the article mentioned effective marketing communication mix require a combination of advertising, sales promotion and direct marketing, they doesn't need to appear all at the same time but there need to be more than one because than it mean there are multiple strategies are used at the same time and different places to make contact with customer. This is some really good point that you pointed out and I think it is really useful to my understanding of effective communication mix. Other than this I also want point out how different customers are attracted to different of goods and services, this mean an effective marketing communication requires a lot of research and surveys for a business to be effective, and as the article mentioned this kind of research and surveys can provide feedback to the companies telling them is their marketing mix effective or not.
Elaine Li's comment, September 26, 2013 1:10 AM
Hi, Steven, I agree with your insight. This article clearly explained what is marketing communication mix. When you as a marketer, you need to combine all strategies together that help you to connect more with your customer, the strategies include advertising, sale promotion, direct marketing and interactive marketing. Each of them represent different strategy and it is better to combine them together. It is very important to know what is the meaning of target customer and how to let company to choose them. I agree with Steven’s opinion, company need to know what customer wants is very important. Also, Communication Channel is another strategy and important, because when your company have promotion and advertising to public, you need to know where to put the information to let customer to know it. Find a suitable place to put your company’s information is an effective way to improve communication Channel.
Rescooped by Steven Chen from Milestone 2
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | IMC Milestone 2 | Scoop.it
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article!

Via Wendy Pham
Steven Chen's insight:

The article has some very interested details, it mentioned in our digitized world everything is very competitive and to be a successful business with good steady growth rate are expected to have a unique market approach then being at the rich place at the right time. I think this is a very good quote and for most of the business the elements that decide will they be successful or not totally depends on these factors. The article 7 benefits of direct market talked about a few thing that direct marketing are required for example direct response to customers, mobile marketing and the importance of being stand out in the market to get noticed. The article also talk about why and purpose business should do direct marketing, it gives out reasons like, communicating with customers directly then give out offers that might interest them. Or direct marketing is more cost effecting than other types of marketing, not to mention building personal connection with customers to achieve faster sales. These article have a lot if interesting facts and knowledge and unlike the other article which do brief explanations this article provide examples and reason instead of explaining, a very good article for people that are interested in direct marketing.

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Elaine Li's comment, September 25, 2013 9:23 AM
Hi, Steven, thank you for sharing this article. This is an every interesting article. This article is described about 7 business benefits of direct marketing. It mentions that it is very hard to success and growth in this highly competitive and digitized world if the business do not have any unique marketing approach. Direct marketing contains direct response, mail marketing and more. Direct marketing is use as a tool to provide business opportunities to communicate with potential customers. Promotion products and service can attract new customers to know your brand. This is a very effective way for both small and large company to increase their market share. From Steven insight he was talked about the benefit of direct marketing, I quite agree with his opinion of this. This article also talking about the direct mail marketing, direct response marketing and benefit form a direct marketing campaign with e-Miles. I quit like this article because it easy to understand and have many interesting and useful direct marketing’s information.
Yujue Wang 1250401's comment, September 26, 2013 6:26 PM
After I read your insight I decided to go read the article too, and it is just like how you described it, this article totally refresh all my knowledge about direct marketing and provide even more example and reasons why business need to do direct marketing. You did well on your insight, a clear explanation that summarise the key points and reason of the article and express some of your opinions too. I think direct marketing is a very interesting way of doing marketing but it requires very skilful person to do the task if we want high returns and good results from it, talking and communicating with customers individually requires a good understanding to the business and the needs of the customers, even though there is a lot of amazing things that direct marketing can create it still requires a lot of effort to full off good direct marketing for a business. But I totally agree that direct marketing is cost effective and if the marketer is skilful enough giving out offers that suits the customers can really create high quality sales just like what you mentioned in your insight.
Rescooped by Steven Chen from Milestione 2 : The Communication Mix, IMC Programme Planning, Direct Marketing
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | IMC Milestone 2 | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...

Via NatalieHuynh
Steven Chen's insight:

This article is a brief definition of what marketing communication mix is, the article provide a clear introduction and then followed by a detailed description for the five different elements that is involved with the marketing communication mix. The article explain marketing communication mix as methods used to promote the company or their products to targeted customers, some promotional mix have five elements while others have six. They mainly include advertising, personal selling, promotions, direct marketing and event sponsorship. I have seen these term in other reading before when I am researching for the definition of marketing communication mix, but this article have it explained carefully and point out some key confusions or misunderstanding about these elements. For instant it mentioned marketing and advertising are often mixed up or people think they are the same thing, but it’s different because adverting is simply when a business pays to deliver messages or information to targeted audience though the media or social platform.  This is a very good reading in terms of understanding what marketing communication mix is.

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Yujue Wang 1250401's comment, September 17, 2013 12:39 AM
I like the way how you summarise the article and the comment you make, it is a good article when it comes to provide a better understanding to what a marketing communication mix is. Marketing communication mix and be done in a lot of ways and as long as you combine two or more strategy together while attempting to promote their business or products to targeted customers it can be considered as marketing communication mix. It is very nice how the article break down all the parts and elements so people can have a better understanding of all the key points and not misunderstand them. I think that discounts and promotions are a very good combination with advertising, when they are used together they can produce very good results as people are always attracted by discounts and promotions while adverting give them a good plate form to show their target audience and target market. After reading your insight I can understand why people might mix up some key words and treat them as the same meaning due to daily life, but in professional terms they are different. Good job on the insight.
Elaine Li's comment, September 26, 2013 12:28 AM
Hi, Steven. I quite agree with your opinion. This article described the definition of marketing communication mix and clearly described five different elements that involves with the marketing communication mix. Some of promotion has five elements such as advertising personal selling, discounts and promotions, public relations and direct marketing. While others add a sixth – event sponsorship. This is a very good article have clearly explained some key confusions or misunderstanding about these element. Marketing and advertising are different things, but there are many people think they are the same thing. The advertising is about business want to deliver the message to their target audience. This article clearly explained what is marketing communication mix.