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5 reasons why direct marketing drives sales

5 reasons why direct marketing drives sales | milestone 2 | Scoop.it
Direct marketing might seem old-fashioned, but in a world overtaken by online marketing, it is a quick, personal, tangible and accountable marketing tactic.
Lora.Waqabitu's insight:

This article makes a very strong argument about why direct marketing is still one of the strongest ways to reach target audiences and drive up sales.  All the points spoken about in the article I found to be true for me personally I love getting mail sent to me, it makes me feel special like a VIP and I will open and read it, by opening this mail it has now got me engaged with what is being marketed. The fact that you can target is key but that stems from understanding your consumer in order to target the area they live in. Overall the most important point I think for marketers is the fact that it’s accountable, you can actually visibly see if it’s actually working or not.

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Duchon Filipo's comment, September 25, 2013 7:25 PM
I have to disagree with this article because I find physical direct marketing a lot harder to manage rather than receiving it through email. However, this definitely depends on the individual whether they are technology savvy and prefer to receive newsletters via email or through post. This is when marketers need find out the behavioural variables of whether their target market would find receiving information through post or via internet. They could also allow an option to either receive through either one or the other. By giving the consumer an option would be more effective because overall, they are the ones who are choosing to take the time to read it or not. Therefore, in my opinion, the power of direct marketing relies on the consumer.
Georgia Mackay's comment, September 26, 2013 2:28 AM
Lora, I can see both yours and Duchon's points about this article. When I get mail sent to me, I also feel quite VIP and always enjoy the process of receiving 'real mail'. But at the same time, I think it is very behind the time, and a waste of resources for most products and marketing campaigns. I think that giving the consumer an option is often the best way Duchon, I know that I have chosen to be sent emails rather than real mail when it comes to advertisements and things to do with my bank, which I prefer.
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Integrated Marketing Communications - 5 Primary Communication Tools

Integrated Marketing Communications - 5 Primary Communication Tools | milestone 2 | Scoop.it
Communication is always one of the most important and vital strategic areas of an organization's success. You can have the best or most innovative products or ...
Lora.Waqabitu's insight:

The communication mix is weighted towards the message that the brand is trying to communicate to its target market.  If this message isn’t clear and is represented differently in the mix then consumers will less likely connect and engage with the message. The article makes a point in saying that there is a need for research into what would be the most effective way to reach the target market. I agree with the linking of all overall objectives during the marketing plans in order to evaluate specific activities of IMC, this is because the evaluation is just as important as the implementation as its in this section we see the results and if we met the objectives set, it is also where marketers learn what worked best and thus can build on the success or improve in the areas that was lacking.

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Duchon Filipo's comment, September 25, 2013 8:08 PM
All areas of an IMC campaign need to communicate a clear and consistent message. I agree with this article because it reinforces the idea of the two overarching goals of IMC which is short-term profitability and long-term brand equity. By having a clear and consistent message throughout all communication channels, there is a higher chance of consumers taking action thus synergy would occur. In my opinion, Coca Cola's "Share a Coke" campaign is the most effective IMC campaign I have seen which is due to the effectiveness of their communication. They had done this by tailoring their products to the customer by producing "share a coke" cans with the top 100 names in each country. This created a massive media buzz throughout all social media platforms such as Facebook and Twitter and encouraged a wide range of consumers to purchase their product. Therefore an effective communication mix is essential for an IMC campaign.
Georgia Mackay's comment, September 26, 2013 2:46 AM
I think that it is definitely important for marketers to research into what would be the most effective way to reach the target market- without this research they are going into the campaign blind. The message of course does need to be clear, because otherwise it will only inflict confusion upon the targeted consumers, and it will not be effective. It might also give these potential customers in the target market a negative confusion. This will lead to a waste of the businesses resources. Duchon, I 100% agree with the impressiveness of the 'Share a Coke' marketing campaign. Creating a media buzz successfully is one of the smartest things a marketer can do for a brand or business in my opinion. I always chose Coke over the alternative Pepsi when the campaign was taking place, even though I do not have a true favourite preference between the two usually.
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What is direct marketing, anyway

What is direct marketing, anyway | milestone 2 | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.
Lora.Waqabitu's insight:

This article points out a really important point in that direct marketing means different things to different people. For the technological generation it means talking to brands on social media platforms to the older generation its door to door salesmen and direct mail. I think that direct marketing is the most effective form of marketing when trying to find out what the consumer thinks of a brand and what they want from a brand. Direct marketing has evolved, it’s no longer the basic in your mail it has moved online and on different platforms like emails as well, but it still has the same principle in that it’s trying to create open dialogue and engaging with its target audience whether it’s about buying a product or an evaluation of one.

 

I think engagement should be the purpose of direct marketing because consumers hate being told what to do so if you into the conversation in a condescending tone would push consumers in a negative direction to the brand. With direct marketing dialogue should be open so that consumers can get involved thus feeling more connected to the brand. 

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Duchon Filipo's comment, September 25, 2013 8:39 PM
In my opinion, by giving the consumer an option of how to receive information either via email or post is more beneficial. Different people find one or the other to be annoying. I find receiving mail through the post annoying and if all company's I am interested in have this option it would be more effective. By providing this option allows for marketers to engage with consumers based on their psychological variables.
Georgia Mackay's comment, September 26, 2013 2:52 AM
I agree with Duchon here Lora, in the sense that the consumer should be given the option of how to receive information. This allows them to feel in control of the advertising, which as stated by Duchon, can be annoying. Although I prefer email, I appreciate receiving something in the mail if I have requested the information. I think offering consumers the option will help them to feel closer to the brand and encourage loyalties, etc.
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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Is Making - Business 2 Community

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Is Making - Business 2 Community | milestone 2 | Scoop.it
Lora.Waqabitu's insight:

I agree with this article in the fact that some businesses need to use social platforms to further connect with their consumers. Although I think not all need to, some small businesses are better off with just mailers informing consumers of what’s happening and what’s coming up for them. The thing is with facebook pages and twitter pages these need constant updates of what’s happening like the article suggests 2-3 a day the fact is not all small businesses are doing something every day or even week so for them to use this platform could be a waste of time for them. For those who do use social platforms I thinks the tips provided is a solid place to start, if you’re going to go online for direct marketing I think making sure that your constantly up to date and easily found is key but most of all knowing which platform is best for you. Instead of trying to use every social media and being overwhelmed for a small business you could easily stick to two forms and be much more effective. 

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Duchon Filipo's comment, September 25, 2013 7:56 PM
Although small businesses usually find work through word-of-mouth, it is still important for them to promote just as much as corporate organisations do. Despite the size, it is important for all businesses to understand that the purpose of direct marketing is to engage with consumers that take an interest into what your business offers. Therefore, small businesses should make it easily accessible for consumers to find their businesses online whether it be through social media platforms or via email. Also, if small businesses do use social media platforms, they need to find out whether their customer base even find the channel useful. Thus, it is important for marketers to select communication channels based on the usability of their target market. All communication channels should contain the same information and give the same impression to consumers in order to create synergy. This indicates whether your communication is effective which will overall contribute towards a company's brand equity.
Georgia Mackay's comment, September 26, 2013 2:40 AM
I think that communication channels should be selected based upon the target market, but I think social media platforms could benefit almost any business. Duchon, I therefore agree that smaller businesses should make themselves available online social media platforms. I know that one of the first places I ever discover new brands or businesses is online, especially on Facebook. It was actually only the other day that I discovered a new brand that I like through Facebook, that thus far only has about 1000 followers, although I am sure the platform will help them to grow their business quickly. I think that even if the business is small and only looking to release new information or advertising once a week or less, it helps to have the use of social media platforms to do so, so potential customers can track them down even when the business is not actively advertising.
Georgia Mackay's comment, September 26, 2013 2:40 AM
I think that communication channels should be selected based upon the target market, but I think social media platforms could benefit almost any business. Duchon, I therefore agree that smaller businesses should make themselves available online social media platforms. I know that one of the first places I ever discover new brands or businesses is online, especially on Facebook. It was actually only the other day that I discovered a new brand that I like through Facebook, that thus far only has about 1000 followers, although I am sure the platform will help them to grow their business quickly. I think that even if the business is small and only looking to release new information or advertising once a week or less, it helps to have the use of social media platforms to do so, so potential customers can track them down even when the business is not actively advertising.
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The Communication Mix

The Communication Mix | milestone 2 | Scoop.it
Offer a range of strategic marketing, public relations design and new media, and event management. Includes an overview of services and listing of clients.
Lora.Waqabitu's insight:

This article talks about the communication mix and the range in it. The key message in the article is the importance of the information being provided to the buyer. This means that the information being provided over the communication all channels must be accurate and aligned with each other. The article talks about keeping objectives different like the advertising and marketing objectives should be kept separate this made me wonder if that would maybe distort the messages trying to be put across. In every section of the communication mix it says that evaluation should be done to see the results of the communication mix used I think this is vital in order to measure its successfulness so that we know as marketers that our message is reaching the target market and that its persuading people to act.

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Duchon Filipo's comment, September 25, 2013 8:25 PM
The importance of the message is vital because in order to communicate effectively, there must be a clear and consistent message. Also all communication channels should communicate the same message in order to create synergy amongst all channels. The importance of synergy contributes towards a clear and consistent message which should be done to avoid confusion amongst consumers. In my opinion, by keeping both advertising and marketing objectives separate allows the two departments to focus on achieving their separate goals. Marketing is more about finding out your target market wants and needs are and advertising is more to do how to deliver the message based on what the marketing department found.
Georgia Mackay's comment, September 26, 2013 2:49 AM
Lora, I think that the information being provided across the communication channels of an integrated marketing communications campaign must be accurate and aligned- this is vital. Otherwise, the IMC campaign will not be a success, it will be more money spent than necessary upon a campaign which will confuse its target audience. And Duchon, I agree with the fact that marketing is about finding out the target market and the research process, and advertising is about delivering the message.