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Rescooped by Rui Dong (1248713) 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 | Milestone 2 | Scoop.it

Via Matilda Alisi
Rui Dong (1248713)'s insight:

From these four typical cases can be seen as that social media play a very important role in the marketing as well as brand image. Corporate and brand image is the core strength to promote the sales. We need to be clear that, in the rapid development of information era, the simple and direct appeal will be more attractive for customers. No tedious groundwork, you only need a clear and straight even a decision that can touch the customer psychology, and actively use a variety of social media, the road of marketing will be wider and longer. Meanwhile, using a variety of social media channels to track the customer's reflection is a very important part of marketing a well. It not only can lock the target market but also can adjust marketing strategies from a consumer's point of view in order to attract more audiences.

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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 Rui Dong (1248713) from Milestone 2
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Creativity in Advertising: When It Works and When It Doesn’t

Creativity in Advertising: When It Works and When It Doesn’t | Milestone 2 | Scoop.it

Via Kellie Ho
Rui Dong (1248713)'s insight:

Advertising creative has a negligible charm just like the article said. A successful creative advertising can increase business revenue, gain brand reputation and attract more customers. However, creative advertising is not always successful to reach. Through this article, I summed up the three points, which are innovation, persistence and determination. Creative Advertising has infinite charm, so that, the most important thing that we should do, is to understand what creative about is, what kind of advertising is creative and the effectiveness of creative advertising. From these three real cases, we can summarize the following points. Firstly, concerned about ideas rather than budget. Secondly, be able to take strategic risks. Next, find the unique emotional entry point. The fourth is streamlined definition of the product. Lastly, always start from zero in order to avoid the previous mode of thinking.

 

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Chenghao Shen's comment, September 25, 2013 9:55 PM
There is no doubt that an creative and attractive advertisement could increase business profit, the number of its loyal customers and the reputation is gained at the same time. As we know the aim of doing a business is making money, without the business profit, an organisation can usually do nothing, almost every activity needs the support of money such as product marketing, product development. So if effective sale goal wants to be reached, creative advertising is quite important, according to the author’s opinion, three elements are crucial which can be described as innovation, persistence and determination. So it is important to have a thorough understanding of what does creative advertising mean and the effectiveness of creative advertising. If these important points are fully understood and explained, it is not hard to reach creative advertising any more and the business marketing operation will be in a good cycle as well.
JiaLe Wang (1132222)'s comment, September 26, 2013 1:10 AM
Thanks Alice for choosing this article. This article explains the importance of creative advertising. A peculiar originality will bring an impressive advertising content for customers. The four cases all illustrated the importance of company's product characteristics. Because consumers cannot remember all the information of a product, so that the creativity of products can be highly generalized the contents of the product and even pass out the brand value. Therefore, consumers will remember your products in the tens of thousands of commercials. Even though creative advertising will be need by marketing, new and attractive idea is not implemented very well right now. Only by constantly groping forward products and brands will be more likely to pay attention by consumers and afterwards become brand’s loyal customers. So, good marketing always requires innovation due to innovation is a source of marketing success.
Rescooped by Rui Dong (1248713) from Public Relations & Social Marketing Insight
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Social Media Don’t Sell. Get Over It!

Social Media Don’t Sell. Get Over It! | Milestone 2 | Scoop.it

Yes, social media play an important role in your digital channels, but they are outposts meant to bring traffic to home base: your website! During Social Media Marketing World event in San Diego last month, Chris Brogan gave a provocative session, aptly called: You Aren’t Going to Like This: Social Media Isn’t the Answer!

 

It echoed what I strongly believe and what I tend to recommend during my consulting with clients in the travel and hospitality industry. In essence, social media are an important part of the digital channels an organization needs to embrace, but they are mere “outposts” in your communication mix, part of a bigger, four-step approach which can be summarized as follows...


Via Jeff Domansky
Rui Dong (1248713)'s insight:

Recently, social media is becoming more and more popular and important for business. And more and more organizations tend to explore more social media marketing channels in order to operate business better. Even though we already entered a multi-media era, social media is still a quite new domain for some traditional business. So that some business strayed away the most important place and focus on gaudyaspects. From this article, it said that social media doesn't sell productions but get online and offline customers engaged with their brands. This article gave a new idea that content marketing is the new advertising and summarized four steps further more, which are home base, media empire, outposts and programs. And all these four-step approaches showed that no matter the digital channels new and popular, all of these channels must be serviced the basic content of brand. 

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JiaLe Wang (1132222)'s comment, September 21, 2013 2:37 AM
Good insight Alice! You not only summarized the general idea of this article, but also gave your own opinion based on this article. This article clearly classified the four-step approaches with simple examples. It gave us a general understanding of what home base, media empire, outposts and programs are. No matter which channels the brand use, understanding home base is the most important thing needs to consider. Managers will know how to increase the sale rate of brand unless they understand how to use social media channels. Every brand tried to cater wider audiences in order to reduce their reliance to more traditional, paid media. However, they tend to dismiss the simple and basic social media channel, which is email as an antiquated tactic. In my opinion, no matter which channels brands use, bring more audience to their home base is the key purpose.
Chenghao Shen's comment, September 25, 2013 9:44 PM
As the society develops faster than before, social media is becoming more and more popular and it is also very vital for the business operation, especially for the product marketing. We are now currently at an era which the society allows multi-media to exist. The author stated his opinion in the article saying that sometimes social media does not help the producers or manufacturers to sell their products, instead, it is a good place to get engagement with the customers no matter it is online or offline. It is not difficult to think about that more and more people are now using the internet, such as youtube, facebook and twiiter these typical social media network. Even some people have the specific attention on some particular products such as Apple, travel packages etc. According to the new idea in the article, it can be summarised into four steps as home base, media empire, outposts and programs referring to content marketing,
Melika Trott's comment, September 27, 2013 12:30 AM
I agree with German it is certainly very different to most of the other ideas about social media swimming around Scoopit. This is certainly a different perspective, and has some very good points about social indeed however im not entirely sure i agree with all of it.
Rescooped by Rui Dong (1248713) from Milestone Two
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 | Scoop.it

Via Wan jin Ko
Rui Dong (1248713)'s insight:

From this article, I saw the shadow of cooperative marketing. Although it is not the competition and cooperation between enterprises, but the co-operation between different enterprises sectors is also very important. Mutual cooperation between different departments can not only complement each other but also help make better product promotion and brand building in order to achieve the effectiveness that individual sectors can not reach. Therefore, I summarized the following two points. Firstly, full cooperation between the various departments will not only optimize resource sharing but also receive larger return with smaller investment. Secondly, it is necessary to listen to our customers carefully. To understand what they want and need instead of what we want them to have. These will be the way that integrated marketing must taken. 

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Wan jin Ko's curator insight, September 25, 2013 5:38 AM

This article gives four examples of integrated marketing campaigns that have been executed by Kraft Foods, Popeyes, Dickies and Wheat thins. Those businesses are from different market but they used similar method and idea to engage with consumers. Mostly campaigns did marketing through television, magazine, internet, and SNS. Also each of the campaigns has the same look and feel online as they do offline. It is interesting that different integrated marketing campaigns used similar type of media and message to engage their target market. This profs that the method is successful way however I think it may lack creativity. Nowadays creative and unique marketing is very important to engage consumers so marker should consider both ways for integrated marketing.

Chenghao Shen's comment, September 25, 2013 10:30 PM
In the article, the author mainly talks about the cooperative marketing, it is actually not the competition and cooperation among different enterprises, different enterprises sectors have cooperation as well and it is important. Assume that some necessary cooperation has been done among different departments, it is playing a role of being complimentary with each other which other models of cooperation may not reach. For doing the marketing job, cooperation mutually with other business sectors could help improve the product promotion and build up a better brand recognition which invisibly achieves the effectiveness while other individual sectors can not reach. Having good cooperation will help the resource optimization and get good business return with small investment. In addition to this, being fully aware of what the customers’ needs and wants is also what the business needs to do today in order to fulfil their desires which for the business sectors is creating customer satisfaction and making more profits.
JiaLe Wang (1132222)'s comment, September 26, 2013 1:11 AM
Alice insight is very pertinent. Cooperation is essential in marketing. What is more, linkages and mutual cooperation among the various departments will help plans and decisions implement very essentially. In addition, understanding customer psychology dynamic, collecting customer surveys information is also an important tool of marketing. Close cooperation among various departments will better sharing resources and improve work efficiency. Therefore, various departments use their advantages to analyze customer information and views will make marketing more successful. What is more, continues integrated marketing strategies will leave an impressive image for customers and keep them pay attention on what brand is going on next. After integrated marketing campaigns, tracking customer’s feedback and feelings is also important for targeting right customers increase sales productivity.
Scooped by Rui Dong (1248713)
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3 Ways to Use Social Media to Increase Sales Productivity

3 Ways to Use Social Media to Increase Sales Productivity | Milestone 2 | Scoop.it

For sales professionals, the advent of the Internet Age has been something of a mixed blessing. Certainly, online communication has presented innumerable marketing and sales opportunities, but it has also made for a shorter sales cycle.

Rui Dong (1248713)'s insight:

This article is focusing on how to use social media to increase sales that based on Business-to-Business model. It pointed out an idea, which is the most basic information lead generation process particularly comes to B2B sales. It gave an email example. When we send email with brands products information to potential customers, if we write too much detail information to wrong target market will waste our time whereas we write very less and vogue information to right target market will loose real customers. So that, as this article said, people who use social media to obtain more information about our products after viewing email means they are our potential customers. We can easily and accurately to ensure right target market in order to save time and increase sales productivity. No matter online selling or physical sales, verifying right customers who want to know and need your products and services is the most important purpose.  

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JiaLe Wang (1132222)'s comment, September 21, 2013 2:37 AM
I quite agree with Alice’s point. The advent of social media use is becoming overwhelming and it seems like traditional sales gradually replaced by new sales process. In my opinion, even though we do not sell products and services through social media, it as a channel will help us lock target market and identify right people who seriously treat our products. As this article mentioned above, LinkedIn is especially useful to increase sales productivity. We not only use LinkedIn to access how our won company and products going on in the market, but also can use it to compare the same type products from different company. Essentially consider brands strength, weakness, opportunities and threat will help a lot to ensure positioning strategy and take more place in the limited market. At last, social media is more and more popular and important on business using. How to ultimately use social media to increase sales rate is the key think need to consider.
Chenghao Shen's comment, September 25, 2013 10:10 PM
The author specifically focused on how to use social media to increase business sales which is based Business to Business model. The author provided an example to make the readers better understand his idea. When we are sending e-mails with brand products information to some potential customers, if the e-mail contains too much detailed information, it is a waste of time and we may lose some real customers as well. So actually sometimes even if the business people do not sell their products on social media network, but it still helps them to retain the customer loyalty, as we can easily observe that many social media users have their own specific focus targets when they are online, for example, I am quite interested in looking at the news of air ticket sales, accommodation deals and so on, because I like travelling. So basically, it is beneficial to increase the sales productivity by using social media.