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Direct Marketing Doesn’t Have to Suck

Direct Marketing Doesn’t Have to Suck | Milestone 2 | Scoop.it
When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of awareness by tapping into my network.

 

...I opened both envelopes without realizing what was inside and had to chuckle at how I was taken in. They fooled me good. And then I thought about what that says about the state of direct marketing today. Have we sunk so low that we need to trick people into reading our messages? Is it any surprise that forecasters expect direct-mail marketing to decline nearly 40% over the next two years?...


Via Jeff Domansky, Elizabeth Anne Dale
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Elizabeth Anne Dale's curator insight, September 24, 2013 5:02 AM

An easily relateable and easy to read article! Direct marketing does in truth, annoy a lot of people, there is too much of it, that is worthless to a lot of people that recieve it, and it then needs to be disposed of. Whether that's by recycling all the catalogues you recieve in the mail, or clicking the delete on all of those email updates you get because you signed up at some point to go in the draw to win something. This article highlights two clear points on how to make direct marketing "suck" less. Dump the junk, and think like the customer. While they are two rather obvious points, it's easy to lose sight of them, and this article is a nice reminder of them, portrayed in a comical light.

Ksenia's comment, September 25, 2013 4:58 AM
Great find of article Elizabeth:) I can only agree wit you! As being a consumer myself, i got very irritated with so called 'spam' mail. There is so much these days that i had no choice but to start a new email account as the old one was receiving far too much direct mail! In the article it states that marketers need to think like consumers and that they should be offering something that consumers can make use of! for example the websites the writer had suggested, he uses them, they benefit him with intelligent information to his social network & then he 'may' just buy from the business. Good read!
Levi Norton's comment, September 25, 2013 9:08 AM
In response to Elizabeths insight, I totally agree that direct mail doesnt suck and that its an uneffective marketing tool to engage targeted consumers.Business are still able to engage targeted consumer succesfully through this method as long as you dont trick people also as you stated that businesses need to think like the consumer this an interesting point where will keep that in mind . Great Read thanks
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5 Interesting Pinterest Marketing Campaigns

5 Interesting Pinterest Marketing Campaigns | Milestone 2 | Scoop.it

Check out these 5 creative campaigns that leverage Pinterest's marketing potential to the fullest.

 

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Savanna Steele's curator insight, September 25, 2013 8:48 PM

I found this article interesting in regards to their approaches that they made towards this social media platform pinterest. Personal i do not use this media platform and do not know of many people who do, however with saying this, after reading this article it has encouraged me to go check it out. I loved the creativity these brands have used in 5 different and unique ways to create brand awareness and communication across all media platforms. In the example about Kotex sending 50 presents to inspiring women and what response they got back, just shows that brands do not need to spend millions on prizes to get social media interaction responses.  

Finau Tuipulotu's comment, September 26, 2013 12:10 PM
@savanna - Great article. Personally, i have not ones heard of Pinterest but i enjoyed watching Kotex example and you're right savanna you don't need to spend much on advertising but the importance of being a creative marketer will definitely receive attention, create effectiveness and earn financial gains.
Anna Bairstow's comment, September 26, 2013 6:00 PM
Savanna - I agree with you that Pinterest is an underrated media tool that isn't too popular from what I gather either. However, with all of the other media tools we have at our fingertips, we may just not have the time to use another media platform such as this one. Also because of the fact that it's relatively new and hasn't come to peoples attention. However, this article has shown me that it is an effective marketing tool for creative campaigns! It just shows you that consumers today are so tech-savvy and we constantly need visual stimulation and exciting images to grab our attention.
Rescooped by Ksenia from Planning, objectives, budgets and measuring success - IMC
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone 2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Erica George
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Yuhang Wei's comment, September 26, 2013 9:57 AM
@Scarlett Yeounju Kim: I agree with your comment"The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment". This is the key point of IMC. The article used SMART objectives, which are used when communicating a product or brand. Simple; Measurable; Achievable; Realistic and Timeliness. These five elements can make sure the marketing communications success and then achieve the goals. You have a very detailed explanation about these five objectives and also your own opinions about the article. This is a very interesting and helpful article to let me understand the IMC deeply. IMC is about a process which contains many different elements to make the process better and SMART is one of these elements to help marketers develop the strategy well and also make the profit.
Holly Adams's comment, September 26, 2013 11:50 PM
@scarlett. Great article above, describes the usefulness of SMART extremely well. It is such a great thinking tool to have and MUST be uterlised effectively in every company and business. It allows us to stay focused one the important issue that is within each company. Often many company's (if not focusing on SMART) will miss the Simple aspect to a product or service. Many of us tend to over create and over think in product design and advertising. SMART is a must within a business and or company.
Shichi Zhong's curator insight, May 15, 2014 1:46 AM

The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.

In order to do this, it is critical for IMC practitioners to establish objectives.  This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated.  As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers. 

Rescooped by Ksenia from Public Relations & Social Marketing Insight
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Creative Content Marketing Strategy: Best Brand Examples

Creative Content Marketing Strategy: Best Brand Examples | Milestone 2 | Scoop.it

Open University, Corning and SAP have been killing it with optimized, creative content marketing. Learn from their most successful campaigns. ...Quality rules the day when it comes to content creation. We write often here on the importance of content planning and optimization and Lee Odden offered a complete framework for optimizing across SEO, social media and content marketing in his book, Optimize. Here are just a few examples of brands killing it with great content. Check them out and see what lessons you can take away to improve your own content strategy....


Via Jeff Domansky
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Savanna Steele's curator insight, September 25, 2013 8:21 PM

This article presents perfect examples of the correct way to implement creative content marketing. I find this article interesting in the regards to how successful the campagions that were used as examples had been so uniquiely different from one another. Again re-enforcing the content that was taught in week 7 in IMC. The means of communication that they use in the examlpes shows that the brands did their homework on their target audience and used creative methods to draw them into the conversation. 

Finau Tuipulotu's comment, September 26, 2013 11:58 AM
Good read savanna. This reading is almost similar to “12 Brilliant Direct Marketing Pieces you have to see”. In order to be creative you have to be able to have create unique marketing strategies to overcome competitors and also great demonstrating of marketing communications. Shown in the article are the three steps to creating content marketing success.
Anna Bairstow's comment, September 26, 2013 6:32 PM
Great scoop Savanna! Like you both mention, using the right kind of creativity in the right way is key for successful marketing strategies, in order to give brands that competitive edge needed in today's comeptitive and content driven consumer market. Reaching the right target audience with their creative messages is also important, through the use of communication and engagement that speaks to consumers.
Rescooped by Ksenia from Week 8; Direct marketing and consumer engagement
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12 Brilliant Direct Marketing Pieces You Have to See | Design Shack

12 Brilliant Direct Marketing Pieces You Have to See | Design Shack | Milestone 2 | Scoop.it
Reading an article entitled 12 Brilliant Direct Marketing Pieces You Have to See on Design Shack.

Via Jillian Hor Maelynn
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Alexandra Leeming's comment, September 26, 2013 8:00 AM
I think the ideas in this article are really cool! It is a very good example of companies taking it one step further and creating an interactive marketing piece where it directly relates to the consumer. This helps increase their involvement with the product and they feel a sense of connection to it that allows them to care more about it. In creating packaging that was interactive and the consumer could relate to, I find this such an effective way of direct marketing as you don't have to stop at just words, you can take it that step further as shown in the article.
Finau Tuipulotu's comment, September 26, 2013 11:10 AM
@savanna - WOW!!! Each of every pieces in this video is equally amazing. Out of all i liked the Earth Hour and Blood Donations the most. They are both very creative especially Earth Hour. We have to remember that Direct Marketing is about connecting with consumers in a real way and to be able to connect with them you have to come up with unique strategies/ inventive ideas that would draw their attention. Again, these Direct marketing pieces are awesome. Good one savanna
Anna Bairstow's comment, September 26, 2013 5:48 PM
Great article, Savannah. Actually really enjoyed reading this scoop! It's amazing to see just how creative marketers are out there and that he sky is the limit when it comes to using creative techniques for marketing strategies. Like you girls both mention, direct marketing is all about connecting with customers in a real way, and this article definitely shows us how this can be done effectively and in a way that stands out. Couldn't agree with you more on the points that you've made from this article. Such clever, fun ideas to break the boring direct marketing stereotype!
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The Communication Mix - Week 6

The Communication Mix - Week 6 | 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.

Via Mike Kirkwood, Ksenia
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Elizabeth Anne Dale's comment, September 23, 2013 5:29 AM
This is an interesting article Ksenia, I really like that it mentions "new media" when it comes to marketing communications, and how you point out that a "creative flow" is needed, as I think this is really important for really captivating your consumer's, it's important to mix things up and communicate in different and creative ways, other wise the consumer is not going to take notice of your marketing attempts. The article was however really long, and while it did contain a lot of good points, it was just tough to get through!
Logan Harris's comment, September 24, 2013 11:15 PM
Nice article Ksenia. It gives a really good run down on many different aspects of marketing communications and a good framework for considering above/below the line promotions.
When considering the communications mix it can be really easy to just think of one traditional media, e.g. TV, and one new media, e.g. Facebook, and leave it there. This article certainly made me think about the possibilities of telephone or direct marketing too, as well as the pros and cons of these strategies.
As an IMC student it is comforting to again read that those learned in marketing believe IMC to be the heart of any marketing plan.
Jaklin Issaeva's curator insight, September 25, 2013 7:41 PM

This article outlines the different functions involved in the communication mix which all combine to make up for a great prduct offering campaign. Some of the elements which are included in the mix are, promotion, advertising, personal selling, direct marketing and so on.  the article states that "In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company". It outlines the roles of these functions and why they are beneficial facet for a good or service. I found this article to be relevant to the IMC concept because it discussed in depth the roles of all functions which are used to integrate a successful message accoss the different channels of communication. Without understanding how these functions work it would be difficult to target the right channels to have a direct impact on the consumers enagegment with a product or service.