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A Majority of Email Marketers Are Flying Blind - Direct Marketing News

A Majority of Email Marketers Are Flying Blind - Direct Marketing News | Marketing Mix |

competitive intelligence gathering among email marketers remains unsophisticated or nonexistent. While a quarter of emailers responding to the survey agree that doing competitive research increases a campaign's revenue, only 23% say they analyze their rivals' activities on a regular basis.

Liz Reid's insight:
This article highlights the importance of targeting messages to specific audiences, especially in the case of direct marketing and, in particular, direct mail. It was surprising to me to read the figures regarding how many marketers in the United States were blindly sending emails to entire databases, rather than carefully segmented groups relating to message and target audiences. There is certainly a need for all marketers to have accurate analytical software or partnerships with companies that provide intelligence services. However, it is difficult to ascertain the success or specificity of these services. Therefore this article demonstrates nature of online communications as a somewhat intangible marketing tool. For example, although someone may open an emailed newsletter, they may only glance at it for a second, which clearly does not result in deep engagement or the desired receiving of certain messages. 
Virgilio Lamaignere's curator insight, September 20, 2013 5:46 PM

Although, the role of direct marketing is relevance and targeting, the article drives attention to the fact that marketers are still shooting emails in the dark with the hope to make some scores. It also raise awareness that marketers are not only making a bad usage of this tool but many simply don’t have the knowledge and the resources to evaluate the result of their efforts. Yet, despite it can be considered an obvious strategy to implement many of them don’t investigate their competitors move on a regular basis. For me, this article is an eye opener because it makes me realize that marketing practices are not simple to obtain and understand. For us marketers being able to succeed we should acquire as much experience and many skill as we can and not simply relying on technology to do it for us. 

jamie johns's comment, September 22, 2013 8:21 PM
I agree with your comment that "marketers are still shooting emails in the dark with the hope to make some scores," Virgilio. If a company wants to market their product and engage with their customers via emails, then they need to ensure they understand the needs and wants of their customers. After all, if you are targeting teenagers, what teenager actually read their emails? Hardly any!
Abby Sy Roldan's comment, September 25, 2013 7:00 PM
@Virgilio, I agree that marketers are not able to communicate well with their target audience without being able to have the knowledge of them. Without this, they are not able to use advertising tools such as direct marketing effectively.
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The 4 P’s Redefined: Social Media Now Rules Promotion

The 4 P’s Redefined: Social Media Now Rules Promotion | Marketing Mix |

Chris Horton says that 4P's are redefined as the social media now rules the promotion. Is that something new to you? I believe that most of us are already aware of the  internet's great power. Nevertheless find out why it works and how to use social media as an effective promotion for your business.

Via Eliza Beikerte
Liz Reid's insight:

It is interesting to note the profound effect that social media has had on the world of marketing in a relatively short period of time. In terms of the marketing mix, social media represents an invaluable tool for engaging with an audience. It seems that the strengths of social media as a facet of the marketing mix are its affordability and the ability to engage in two-way communication with audiences. Furthermore, the ease and specificity of measuring the results of social media based marketing communications represents a large factor of why social media is such a successful marketing tool. The vast array of modern analytical tools make it extremely easy to measure factors such as engagement and reach, while also producing metrics that are overarching and, at the same time, can be made more specific. The ability to measure success at any moment and in real time, is something that is unique to social media. It is a testament to the power and proliferation of social media, that it should be included in any comprehensive marketing campaign. 

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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Marketing Mix |
Liz Reid's insight:

When reading about some forms of direct marketing such as direct mail, it can seem slightly outdated. However this article highlights the ability of direct mail to continue to be a relevant and influential component of the marketing mix. However, simply pointing mail towards anyone and everyone is an ineffectual method of direct marketing. In order for direct mail to compete with other more appealing facets of the marketing mix, marketers must ensure that it is carefully targeted to certain audiences in terms of demographics and psychographics. Furthermore, direct mail has a kind of permanence and physicality that other forms of direct marketing lack. This point could be of importance to those wishing to target older generations, who may not be as involved in new technologies as their younger counterparts. This physicality may also be positive in terms of time spent engaging with promotional material, whereas other direct marketing forms such as emails may be quickly flicked through or sent straight into spam folders. Although at first direct mail may seem like an archaic aspect of the marketing mix, it is clearly still a valid part of this mix, as long as it is used thoughtfully. 

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.