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Rescooped by Aloivaa Su'a Siaki Tupuola from Themes of IMC: The Last Milestone!

Why Direct Marketing Is Still King of ROI | Business 2 Community

Why Direct Marketing Is Still King of ROI | Business 2 Community | Integrated Marketing Communications |
As new online tools have become available, traditional tactics have remained consistent, creating a perfect storm for reaching customers with personalized,

Via Brad McMahon
Aloivaa Su'a Siaki Tupuola's insight:

It is quite a reasonable analysis and an broad outlook summarizing the relevance and the significance of direct marketing  as a key driver of business ROI (or return on investments).


Consider looking at IMC and its primary objective of integrating all relevant media communications in complex marketing campaigns to achieve creating consumers, reaching a massive number of consumers, create brand awareness, leveraging brand knowledge and therefore lead to increase in brand equity. Yet, increase in brand equity would therefore pose a positive impact on ROI.


The author believes that these marketing tools such as Email, direct mail, Google search and social media networks are still the king of ROI. These tools are not only king of ROI but it has been hugely contributes in customer acquisition and customer retention both B2B and B2C context. So, from IMC perspective, integration of all these marketing tools in their marketing activities would help fulfill its purposes but would also achieve its marketing objectives.


Furthermore, these four marketing tools outline in the article are not only include some of the online tools or digital marketing tools but also consider the continuous relevance of direct mail and remains a significant offline marketing tool.



Medinah Ali's comment, May 9, 2013 7:14 AM
I agree with Shaima’a, I also don’t pay much attention to direct mails. Traditional marketing grasp more my parent’s interest rather than me. I’d rather be notified by email, facebook or online networks about brands and items which I'm interested in. Personally direct mails don’t grab my attention.
Brad McMahon's comment, May 9, 2013 9:40 AM
I think you guys are overlooking the point of this article and instead only focusing on one aspect of it. The point is that direct marketing is key to business whether it be done through one of those aspects.Just because direct mail such a pamphlets has not ever influenced you other forms have. An advert on facebook is direct marketing. So be careful not to sound as if your putting direct mail and social media into separate catergories as they are both a form of direct marketing just have different appeals to people such as yourselves.
Meera Bhana's comment, May 9, 2013 8:57 PM
There are definitely many situations where such mediums have influenced by purchasing decisions. Even though it may not have been purchasing the product online but I have gone out later on and purchased the product. Such campaigns would not exist if they didnt have this impact on consumers.
Rescooped by Aloivaa Su'a Siaki Tupuola from Themes of IMC 2.0!

Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Integrated Marketing Communications |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Brad McMahon
Aloivaa Su'a Siaki Tupuola's insight:

Different people have different perceptions and perspectives on tackling and addressing issues. Reasonable with the broad looking and insight by the author as it would occur in the business world, especially the fast emerging of technology in today's business context.


A best integration strategy might have the focus to accentuate on harmonizing all its marketing campaigns and efforts to ensure its success and sustainable advantage. Fragmentation may inevitably exist, when marcoms managers fail to synchronize all the elements of the unifying strategy.


Because of the rise of the technology enable the fast development of various media comms that are vying for consumers attention, but consumers cannot been able to absorb too much information in a time. For example, a television commercial during an interesting programme, not all consumers are concentrating on commercials, they normally gone through zipping and zapping behaviors.


Therefore, marcom manager must have to focus on designing the most appropriate IMC strategy and  harmonize all its elements to ensure critical success in persuading consumers and increasing brand awareness.






Medinah Ali's comment, April 3, 2013 9:40 PM
I agree with Brad – it does take time to accomplish a well trusted brand such as the above examples (Nike, Google, McD’s etc). Perseverance and Patience is crucial in obtaining the trust of consumers and ongoing loyalty. Analysing the target market of each product can obtain a better vision though the process of IMC. As the article states “Integration means communicating a consistent identity for message to message”, this can enable a brand to deliver a powerful image to the consumers through the process of IMC. Integration takes time and it clearly is difficult to obtain overnight. Looking at the biggest brands today, they are accomplished this process successfully and soaked into the market seamlessly while gaining consumer loyalty.
Shaima'a Ali's comment, April 8, 2013 10:50 PM
I agree with the comments above in saying agh brands that have lasted a long time. It takes a lot of time and effort to get the results that a big brand wants and to be internationalized. A good example of this would be Apple. Apple has been around for so many years, since 1977 to be exact. In the last 10 years more or less, they're communication with consumers, message delivery, communication medium, perseverance and patience has allowed them to become a company that is so popular and famous. Wherever you go, you see people all around the world with Apple products. So all in all, I do strongly agree with the article.
Meera Bhana's comment, April 8, 2013 11:53 PM
This article is good as it emphasizes the importance of a company having a strong image and brand. Having a well known brand makes communicating with customers a lot easier. Creating a strong well known image will give consumers the confidence to trust the brand and be happy with purchases
Rescooped by Aloivaa Su'a Siaki Tupuola from Themes of IMC: The Last Milestone!

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter | Integrated Marketing Communications |
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC]

Via Brad McMahon
Aloivaa Su'a Siaki Tupuola's insight:

Swift emerge of social media technology create marketing advantages and become an integral element to direct marketing mix, in terms of designing their IMC campaigns. The two popular social media networks, Facebook (estimated about 1 billion users) and Twitter (about 500million users) became popular and being recently accepted by marketers as good platforms to interact with consumers. Through this social integration and interaction between users on daily basis, created many opportunities to marketers in terms of positioning brands and putting more advertising that are exposed by users.


The author’s insights is supported and it can be trusted in a way of accepting and can be prove by statistical figures and research results conveyed in the article. Brands positioning on social media networks can be trusted by customers more than any other media comm, because the existence of word of mouth is powerful to persuade and convince them. More specifically, social network users can discuss brands, share information about brands and may lead up to get better brand knowledge and awareness. So, the information generated from users interaction and discussion of a particular brand could increase consumers brand knowledge and awareness and may lead up to a buy the brand.


However, marketers and firms must have to be careful and strategically consider that social media can wide spread PWOM( positive word of mouth) as well as NWOM(negative word of mouth) about a brand in a very fast pace throughout the global.


Meera Bhana's comment, May 9, 2013 9:00 PM
I think it depends on how the media site is communicating the brand or product. Some businesses tend to overload on information and strategies which makes consumers lose interest and not always bother to purhase the product.
Stacey Pretorius's curator insight, May 6, 2014 3:16 AM

Trust, engagement to buying products - Businesses that use social media increase their interaction with target audiences and the interest of these audiences towards their brands.

NayanVallabh's curator insight, May 13, 2014 8:20 PM

This article shows that if companies integrate social media with their business, then they are able to create a powerful tool to establish new ideas for marketing and increasing consumer engagement and trust. If businesses increase their activity with their consumers then the interest of their consumers will increase their perception of the brand.