IMC Week 6 to 8
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Rescooped by Sahil from Week 8 - Direct Marketing and Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | IMC Week 6 to 8 | Scoop.it

Via Matilda Alisi
Sahil's insight:

its strange to think that with all the new avenues that we can me marketed to email is still a preferred permission based promotional service, in any case when trying to get their message accross marketers can get this all too wrong by sending too many communication messages that will eventually fail to impact their consumers at all. Marketers are too busy trying to jump onto the lastest trend that they arent really thinking about the most important thing ROI. The article explains how on occasion marketers and consumers can differ on the definition and value of brand engagement. Sometimes the trend also goes beyond who they are trying to target.

sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,” he continues
Read more at http://www.business2community.com/customer-experience/direct-marketers-target-customers-want-whats-hot-0608086#jku2y7HYl4kh3kle.99sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,” he continues
Read more at http://www.business2community.com/customer-experience/direct-marketers-target-customers-want-whats-hot-0608086#jku2y7HYl4kh3kle.99sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,” he continues
Read more at http://www.business2community.com/customer-experience/direct-marketers-target-customers-want-whats-hot-0608086#jku2y7HYl4kh3kle.99sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,
Read more at http://www.business2community.com/customer-experience/direct-marketers-target-customers-want-whats-hot-0608086#jku2y7HYl4kh3kle.99sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,
Read more at http://www.business2community.com/customer-experience/direct-marketers-target-customers-want-whats-hot-0608086#jku2y7HYl4kh3kle.99sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way,
Read more at http://www.business2community.com/customer-experience/direct-marketers-target-customers-want-whats-hot-0608086#jku2y7HYl4kh3kle.99
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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by Sahil from Creating an effective communication mix. Measuring results against objectives.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC Week 6 to 8 | 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 ...

Via Jessie Joseph
Sahil's insight:

This article is quite relevant in this day and age, companies need a smooth and efficient marketing mix in order to maximise its spending and gain returns. The

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Ashleigh Nicol's comment, September 26, 2013 10:17 PM
I used this article also, I agree that only a very basic outline is given to the reader and that these factors need to be elaborated on. I also agree that some of the mediums can be very costly and monitoring of money being spent is essential in ensuring you have a profitable marketing campaign.
Holly Adams's comment, September 27, 2013 12:11 AM
@yuhang. Good article choice, however could learn more about it but would have to look outside of this article. This is though a very good article for those who know nothing about the marketing mix and it's importance. I agree with the statement that more money does mean better marketing. It's often the more creative and cheaper advertising grabs the attention of the consumer. People want to see something different, that doesn't always mean advertising on a different avenue but it means making a creative form of advertise. Whether it be a catchy song or slogan or and image no one can get out of their head. That would be a successful way to use the marketing mix.
Shichi Zhong's curator insight, May 14, 2014 12:31 AM

Marketing Communication Mix is one of the most important issue not only in IMC but also in the whole marketing area. This is because nowadays people all use multi-functional tools to do everything. For marketers, they should also combine all different marketing strategies or tools to gain the consumers. "You create your marketing mix from a combination of advertising, sales promotion, public relations, direct marketing and interactive marketing. " This sentence is exactly represent the main idea about Marketing Communication Mix. Target Customer; Communication Channels; Cost Estimates; Measuring, these four elements are very important when developing effective marketing communication mix. Each element can play its own role to help marketers understand the market and then expand the market by mix all four elements together.

Rescooped by Sahil from IMC : Creating an effective communication mix and measuring results against objectives.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | IMC Week 6 to 8 | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA
Sahil's insight:

Creating effective communication mix is essential in marinating and even furthering a brand. This article explains about the Apples retail channels and how effective communication and branding have allowed them to remain successful without price promotion. If you look at apple products one main aspect that remains consistent no matter where you are is the price. Rarely in external retail stores will you find the product cheaper than in an Apple store as prices remain consistent throughout all their places of purchase. Apple also has a simple and staple line of base products so consumers are not confused by too much choice and they can follow a single line of product instead of new lines coming out every so often. This simplicity and reflection of the sleek style that apple portrays across all its communications has lead their retail stores to become highly successful.

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Shay Narsey's comment, September 26, 2013 5:36 AM
i agree with your insight matt and i feel it is important how you have mentioned the likes of apple will not let a customer walk away dissatisfied. this can create a good memory and even if they ever think of changing products they will remember apple has good instant back up service.
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Rescooped by Sahil from Shit Happens
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | IMC Week 6 to 8 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Jordi Altesa
Sahil's insight:

Engaging consumers through channels that they themselves interact with can create an interactive conversation. The article highlights that 54% of the top 200 of the fortune 500 companies use blogs and with the use of social media on the rise, companies are now finding out how important these channels are. In the fortune 500 companies who adopted the use of social media are finding that they can market more effectively with consumers and the benefits that come are direct consumer engagement and the promotion of online content.

 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by Sahil from The power of ideas; integration across all media.
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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | IMC Week 6 to 8 | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.


Via German Grebenyuk, Ashleigh Nicol
Sahil's insight:

Being on the forefront of a changing mobile world, digital marketing and integration is now more relevant then ever as consumers adopt evolving technology and mobile phones become an extension of us. The article highlights social media becoming a part of businesses and taking part in social media offers a platform for businesses to interact with their consumers. Put quite simple consumers want value added to their everyday lives, personalisation is a demand and can be achieved by creating a multitude of original content.

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Daryl Peterson's comment, September 26, 2013 3:15 AM
Very well written curation Manasi. This article relates to the the real world and is relevant in how technology is slowly taking over the world. Marketers who use to send out flyers in the mail or ads over tv and radio now use social media sites. It is an effective tool to use as its quick and efficient for both marketers and consumers as it saves time. This also allows marketers to interact with consumers by using instagram to show not yet released products, tweets to set trending topics to catch consumers attention and faceboook which is the most used social media site to get their message across to a wider target audience. Thies allows marketers to engage with consumers and increase both their brand image and recognotion within the market.
Gregory Farr's comment, September 26, 2013 6:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
Sarah Johnston's curator insight, September 26, 2013 9:58 AM

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."