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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone 2 |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Georgia Mackay's insight:

This article discusses the success which a direct marketing campaign can have for an organisation, with the growth of social media and other online interactions. It is a way for brands to become personalised, which can enhance personal bonds between consumers and the brands. It highlights the way in which direct marketing can reach on the go consumers with mobile marketing tools, and thus direct marketing is becoming a preferable choice of marketing as it is relevant to today's typical consumer's lifestyle, in which people are looking for things which make their lives easy. An example the article offers is a promotion coming through that can be ordered straight from a smart phone. I agree with this attitude towards wanting to be directly marketed to, and my life made easier. I think it is definitely the way of the future. I am usually fairly busy, so I will not often engage with a marketing message unless it is convienient for me to do so. I think that direct marketing is at its best when integrated with social media. Nearly everyone (at least in my generation) use social media actively everyday anyway, so it seems natural that it would be a channel to market to directly. Great read, I would reccommend to marketers specifically, as it makes some good points about direct marketing and targeting today's typical consumer, especially through social media. 

Duchon Filipo's comment, September 25, 2013 2:43 AM
I definitely agree that direct marketing has enabled marketers to produce products which are more accustomed to a consumer's wants and needs. Although, it is important for marketers to not bombard consumers with emails and information as this will enable them to ignore advertisements. GrabOne is a perfect example of a company that bombards their customer base with emails with a range of products that is not relevant to all customers. This is when marketers need to know exactly who their target market is in order to understand what attracts your certain target market to purchase a product.
Lora.Waqabitu's comment, September 26, 2013 10:46 AM
This was an interesting read Georgia I agree with the fact that people wanted to be marketed to but they want it to be tailored to them, people don’t want to be seen as another number on the list of target market. Making life easier for consumers should be what marketers look at and then asking the question how their product can better their consumer. Duchon so is one day sale they use direct marketing to let consumers know what they have and also post it on Facebook also the fact they only last a day makes consumers more likely to engage as its only available for a limited time.
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Milestone 2 |
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!
Georgia Mackay's insight:

The article discusses why a company should be involved in direct marketing, giving seven reasons as to how it would be of benefit. The first benefit is that it can allow a company to talk about offers directly with the customers who are interested. The second is that it can be used to experiment with new markets, test new products and collect information for future campaigns. It is also more cost effective than other kinds of marketing and it can help build personal connections with customers and achieve fast sales. The fifth reason is that it can allow a company to focus upon specific groups of targeted customers for better results. Lastly, it can provide direct feedback and the results are quantifiable. The article then goes on to discuss direct mail marketing, direct response marketing and the benefits of a direct marketing campaign with e-miles. I personally think that direct response marketing is a smart way to turn for a business, as it is designed to prompt an instance response from the company's audience, by email, radio, etc. This therefore encourages consumer engagement. Direct marketing is a way for businesses to stand out against the rest. 

Duchon Filipo's comment, September 25, 2013 3:22 AM
In my opinion, direct marketing can be beneficial depending on how marketers use it. Bombarding consumers with direct marketing materials can agitate consumers and your email can be regarded as junk. Furthermore, it can also isolate consumers that it seeks to gain as organisations are only able to contact consumers within their customer database. Therefore, customer reach is limited.
Lora.Waqabitu's comment, September 26, 2013 11:08 AM
Duchon I agree with marketers should not bombard consumers. I think marketers need to recognize the line between overloading consumers with their adverts and just the right amount to engage them. The article mentions it low cost as a positive I tend to agree and it is also the quickest to reach the target market. It can be a tester for a campaign as well in order to see what would most likely engage the consumer they are trying to target. Georgia I think you are correct they need to stand out but it’s not easy when every other marketer is trying to do the same.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 |
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 ...
Georgia Mackay's insight:

This article would be a great read for any marketer. It offers four aspects of the marketing mix to consider which are the target customer, communication channels, cost estimates and measuring. It states that a marketing mix can be created from a combination of sales promotion, advertising, public relations, direct marketing and interactive marketing. It emphasises the importance of choosing a target customer and studying them in depth. This is where questionaires and surveys come into play, so that research can be done on the target customer. Then once this has been done, the communication channel can be chosen based upon your target customer. The article states the importance of choosing a channel based upon what the marketer is offering. For example, if designer gear was being sold, a glossy ad may be appropriate and that is what the consumer may expect, rather than a cheap looking newspaper ad, which may be more suitable for a discount sale on goods. Cost estimating is also important, no matter the budget or size of the company-the article highlights the importance of staying within the budget. Lastly, measuring the results of the marketing program once it has taken off is step the article states for marketers to consider. Examples of this that the article offers are response cards for customers and surveys from people who purchased products or services from the business. Feedback from this can be gathered to determine the effectiveness of the original marketing mix. I personally think that when gathering feedback from customers, that it is important to offer incentives so that they will be willing to fill out surveys and offer feedback. Otherwise the incentive to do so for the customer is low, as their exchange has already been made. 

Duchon Filipo's comment, September 25, 2013 4:00 AM
Furthermore, in order for marketers to create an effective communication mix, they need to create a clear and consistent message throughout all channels which caters towards the specific market they are targeting. In order for an IMC campaign to be successful, the message cannot be vague and inconsistent with previous campaigns. This will cause confusion amongst consumers and can be detrimental towards a company's brand equity. An example of this is BNZ's "Good/Bad Money" campaign which was not clear or consistent with their previous campaigns. Although it created a lot of buzz, it did not draw many new customers therefore BNZ's campaign was a flop. Thus, the importance of a clear and consistent message is vital when creating a new campaign.
Lora.Waqabitu's comment, September 26, 2013 11:58 AM
I agree Georgia this article is a great read it breaks down what marketers should be doing before, during, and after the marketing mix. I think the main point is still the same in the fact with every IMC campaign the most important aspect like Duchon said is making sure the message is consistently the same on all channels of communication. This article makes a point to point out that there are other aspects that go into the marketing mix for example costs and understanding cost effective structures that maximizes the dollar is just as important I find,
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Milestone 2 |
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?
Georgia Mackay's insight:

This article emphasises the importance of a shopping experience, simplicity and of the brand serving the customer and not the other way around. It relates to the marketing mix, although not directly. It covers the four P's, which are price, place, product and promotion. Focusing specifically on 'place', the article uses Apple as an example of an organisation which has been succesful due partly to its use of this 'P'. It states the importance of good customer service, and the importance upon focusing on this over sales. Leaving space for shoppers to 'mill, breath and reflect' is another point made, and one which Apple does well. By doing these things, Apple creates a shopping experience for the customers. I personally look forward to visiting Apple stores. I have never once had a bad experience, which means that I am a loyal Apple customer. I have always had amazing customer service experiences, and staff seem to genuinely care about what it is I am looking for from the organisation. The stores are large, simple and enjoyable to browse through, and there is nobody breathing down your back as you look around. Product is one P which is not really mentioned in the article, although Apple products are just as enjoyable to use as their stores are to shop, and this is due to their attitude that technology should serve the people and not the other way around. Promotion is the other 'P' which is not covered within the article in depth although it does relate to the price. When talking about Price, the article states that Apple manages to have its cake and eat it to. This is refering to the fact that they manage to achieve impressive sales without price promotion. This article is an interesting read for anyone interested in marketing and business, or for any Steve Jobs fans. It shows that even if a business is not as large as Apple, it can still follow in organisations such as Apple's footsteps, to achieve a successful marketing mix (especially in the sense of Place). It also shows that a businesses success can be measured against other organisations, not only against their own objectives, and objectives can be modelled upon larger organisations (like Apple), which have had the success which the smaller or newer business is looking to achieve. 

JiaLe Wang (1132222)'s comment, September 25, 2013 6:40 AM
I agree with chenghao that the article did provide a great example to explain how an effective communication mix can achieve objective measureable results. As we can see Apple products has maintained a high price than other company. The main reason is because Apple Company is quite popular in this word and they spend lots of money on the social media channel. Therefore most of people want to buy one product from apple store; some people thinks get one Apple product stand for unique. So they don’t care how much will cost.
Lora.Waqabitu's comment, September 26, 2013 12:13 PM
Customer experience is a vital part of marketing as it allows marketers to know what consumers like or dislike. Duchon I agree that word-of-mouth is a very strong tool to be used but the thing organizations need to understand that it’s a double edge sword, if a product doesn’t live up to expectations people will tell other people and you can guarantee a snow ball effect. Apple products and its consumers have had a mostly positive experience, talking from experience I always promote apple as the phone to have just because I find so easy to use and it’s pretty much a part of me. This shows how strong brand loyalty can be if the experience is positive.
Rui Dong (1248713)'s comment, September 27, 2013 12:34 AM
Apple is a wonderful example with very strong brand reputation and equity and keeps the top position for a long time. However, with the developing of marketing, Apple is seeking for changing against its objectives. This article mentioned a thought-out phenomenon, which sometimes retailers focus on running their operations more than the purpose and who retailers running for. This article gave some suggestions to help Apple measure their objectives and performance. When customers go to the shop, the most important thing is not to sell them products but when they leave with an enjoyable experience. Leaving space and take it slowly for customers will make them feel more comfortable than rush. Clearly understanding what customers want and give accurate suggestions with their procession will reduce customer’s confusion because of too much products choice. All of these professional behaviors will impressive customers in order to adapt the changeable marketing.
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Six examples of effective multichannel marketing campaigns

Six examples of effective multichannel marketing campaigns | Milestone 2 |
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
Georgia Mackay's insight:

The article gives six examples of effective multichannel marketing campaigns. The first is one by First Direct, which involved visualizing brand mentions from social media, displaying both positive and negative comments. It was aimed at London commuters, so it was visualised through digital formats, including track progressions in the Underground. The campaign messages were refreshed on a daily basis. This drove customer engagement, as it encouraged them to comment on their blogging area. Gatwick Airport was the first airport in Europe to use Twitter as a real time customer service support tool. The Topshop example is my favourite of all. They offered customers free makeup and style sessions in store, and then the invitation to create 'Wish You Were At Topshop' postcards, which were loaded onto Instagram and could be loaded onto other social networking sites to. I think that photographing customers, and then offering the photos on social media sites can be a very smart way to market a brand or product. KiwiYo, a self serve frozen yoghurt store in Auckland does this. I actually first ever heard of it through seeing peoples KiwiYo photos on Facebook. The article is a very interesting read and really shows the power of ideas, and how a creative campagin using different social medias can really make a positive impact on an organisation. 

Duchon Filipo's comment, September 25, 2013 3:44 AM
This article definitely reinforces the new age of marketing. I myself have taken a photo at the Coca Cola booth when they had their "Share a Coke" campaign. This had enabled a number of my friends on Facebook to locate their next destination was so they could get their own coke can with their name on it. I believe that Coca Cola's multichannel marketing campaign was very successful therefore they are a great example of creating an effective IMC campaign.
Lora.Waqabitu's comment, September 26, 2013 11:32 AM
I like articles that use real life examples as it makes it much easier to grasp and we can see it in motion both of you point out great companies that have used effective IMC campaigns. I think that big corporations are the best examples of successful multichannel marketing from coke to Gillette. The thing I like about social platforms is the fact it allows smaller businesses to compete on the same level as larger corporations and can also use multi channels as well to reach their target market. These levels out the competition and at the end of the day consumers win as they get a lot more variety.