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Rescooped by Michelle Kim from Milestone 2!

The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Milestone 2 |

Via Sienna Jang
Michelle Kim's insight:

The author said many marketers have given direct mail no place in the marketing mix when in fact the response rate for direct mail is greater than other channels. This article also shows that direct mail remains as relevant as ever, as long as it is targeted, creative and carried out as economically as possible. I personally think that direct mail is no longer the main element of promotion as the rise of social media and other types of promotion is used a lot more and it lot more cheaper than direct mail such as facebook, twitter, instagram and a lot more. But this article also has good points of direct mail in modern age. According to the research, in physically perspective, direct mail can use different type of sense to attract readers, and it work. The physical way can be scented mail and intrigued packages. 

Emily Gavigan's comment, September 27, 2013 4:09 AM
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 5:08 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 5:00 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.

Rescooped by Michelle Kim from Week 8 - Direct Marketing and Consumer Engagement!

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 |

Via Matilda Alisi
Michelle Kim's insight:

This is a very interesting article which talks about how marketers can get benefit using the new emerging technology as their marketing channels. It points out that many direct marketrs communicate their message through hot channels such as, Facebook, Twitter, Linkedin, smartphones and tablets.  The author also have said that the  58% of marketers believe, mobile and tablet is a prime development that will impact on email marketing programs in the next 12months and 57% marketers believe social should be taken more serious about this. Marketers should focus on channels that offer the chance of returning value, it does not matter which one is hotter, and marketers should be engage consumers with their preferred channel. 

Thapthim (Thim) Phithak's comment, September 27, 2013 3:35 AM
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 27, 2013 3:56 AM

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 27, 2013 4:04 AM
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 Michelle Kim from wk6- Creating an effective communication mix. Measuring results against objectives.!

What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Milestone 2 |
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...

Via Jae Woo Park
Michelle Kim's insight:

This article has given clear six elements of marketing communication mix of promotional mix, which is easy to understand of what is marketing communication mix. There are advertising, personal selling, discounts and promotions, public relations, direct marketing and event sponsorship.  I was wonder why event sponsorship is the element sometimes left out of the five-element communication mix. The author said the event sponsorship sometimes include it within advertising. But I thought event sponsorship is very significant to add in the five-element event planning checklist, because every event and marketing industry will not be able to work without sponsorship. Also, event sponsorship can be effective way to connect with a loyal, targeted customer base. I thought the author have done the good job mentioning about event sponsorship the sixth element. Lastly, the communication mix is specific ways to promote the company or its products to targeted customers.

Amy Davidson's comment, September 26, 2013 2:08 PM
This article of event sponsorship is relevant to my chosen brand, and is interesting how it incorporates event sponsorship as well. I agree with Candace that the elements of an integrated marketing mix in a business are the reasoning behind their success and development for future success, as they are focussed on targeting their key market. A great read, I think Candace picked an article which is highly relevant and topical.
Yujue Wang 1250401's comment, September 26, 2013 11:29 PM
I like the way how you summarise the article and the comment you make, it is a good article when it comes to provide a better understanding to what a marketing communication mix is. Marketing communication mix and be done in a lot of ways and as long as you combine two or more strategy together while attempting to promote their business or products to targeted customers it can be considered as marketing communication mix. It is very nice how the article break down all the parts and elements so people can have a better understanding of all the key points and not misunderstand them. I think that discounts and promotions are a very good combination with advertising, when they are used together they can produce very good results as people are always attracted by discounts and promotions while adverting give them a good plate form to show their target audience and target market. After reading your insight I can understand why people might mix up some key words and treat them as the same meaning due to daily life, but in professional terms they are different. Good job on the insight.
Kevin yau's comment, September 27, 2013 1:35 AM
@Michelle Kim
The six elements of marketing communication that given in the article is very helpful for the readers, help them to understand what marketing communication mix is. I personally think that marketing communication mix is quite hard to understand because of the complexity in terms of creating a good method of communicate with targeted customers.
Rescooped by Michelle Kim from Week 8 - Direct Marketing and Consumer Engagement!

4 simple steps to improve consumer engagement -

4 simple steps to improve consumer engagement - | Milestone 2 |

Via Matilda Alisi
Michelle Kim's insight:

I’m pretty sure everyone has an experience shopping online and gets many email promotions from websites. This is a good article of how to improve consumer engagement through email promotion with 4 simple steps. The 4 steps are, start early, segment your audience, consider timing and leverage mobile. It is also very significant to understand shifting consumer behaviour before going through with these 4 steps.  The research showed that lot of people purchases their items between 6pm to 10pm and most of consumers make purchases on weekend with most preferring midday and evening hours the author said. Which means promotion emails should be send it to consumers before these times and motivate specific actions around the holidays. After learning shifting consumer behaviour retail brands just simply can apply the 4 steps and improve engagement and ROI.

Sophie Trethewey's comment, September 27, 2013 12:47 AM
This article is interesting, an online marketplace I know has achieved high awareness in online shopping is a global company called ASOS. At ASOS you can shop any item of clothing and brands you can think of both high end and lower end, additionally they have their own ASOS brand on offer. The shop caters ofr men, women, kids, maternity, sports and more. They have free international shipping and appeal to an enormous mass market. ASOS saw a gap in the market for an online shopping marketplace that could cater to anyone anywhere in the world which attributes to shopping behaviors. Consumers enjoy shopping for all their needs in one place similar to department store shopping which has always been a hit. Four major things retailers need to focus on is launch holiday shopping promotions early as it will attract consumers at a fast pace. Segmenting your audience and targeting shoppers within your target market with urgent emails of last minute sales and special shopping days will reduce shopper fatigue and encourage a genuine interest and create a strong purchasing desire. Timing, launching new brands at the time when your big purchasers frequent your website and make purchases is key and will reach the right audience. Embrace mobile technologies and create apps and networking for consumers who are interested in convenience. Overall improving engagement during peak seasonal retail times will produce profitable returns on investment and deliver the best results to the desired target market.
Kevin yau's comment, September 27, 2013 1:47 AM
@Michelle Kim
It is a good article to read. Email is a good way to communicate with customers as email is an important platform to communicate with each other. Everyone has to check their email couple times everyday , so i think with an attractive topic will attract people attention.
Klaudia Lewis's comment, September 27, 2013 5:26 AM
This article strongly emphasizes the importance of consumer engagement and gives the reader four helpful ways to improve a brands ability to engage with their consumers. By starting online marketing campaigns early, brands are able to prepare for consumers who shop prior to the holiday season. It is said that by “using email promotions that include free shipping, discounts, and exclusive offers are an instant driver of consumer purchase decisions”. Another way to effectively engage with your intended consumer is to know and understand what segment you are targeting, this helps avoid message fatigue. It is essential that brands release email promotions and other messaging during times when consumers are most likely to be actively online shopping. By doing this brands have a higher chance of getting their consumers attention and are in turn able to promote their content in a more effective manner. I believe mobile technology is a way for consumers to get the necessary information regarding a brands product , out to their consumers. Through mobile technology consumers are directly able to buy and compare what brands and services appeal to them. Promotion through emailing helps consumers to view messaging and interact with a brand on a mobile platform.
Scooped by Michelle Kim!

Creativity in Advertising: When It Works and When It Doesn’t

Creativity in Advertising: When It Works and When It Doesn’t | Milestone 2 |
Michelle Kim's insight:

This article has how creativity effects to advertising and consumers, and what is creativity. Why does marketing industry needs creative ads? The author said creative ads can effective in inspiring consumers to buy products. I strongly agree with author, I also think that creative ads can affect consumer’s behaviour and attitude toward not only product also can affect company.  Rather than simple ads like just giving all the information of the products which is can hardly touch consumer’s emotion, creative ads would be the one of best method to increase the business. The author also has mentioned five dimensions of measuring perceived creativity. I was surprise and wondering what certain dimensions of creativity are more effective than others in influencing purchasing behaviour, which the author had not say. It would have very good to know and learn what are the five dimensions creativity. However, more creative campaigns were more effective. 

Sienna Jang's comment, September 26, 2013 2:12 PM
@Michelle Kim - You have a good point there Michelle, i also think creative ads can attract many consumers' attention and bring higher sales percentage. So it should be something creative and fresh, however it shouldn't be confusing. if the ads confuse consumers, no matter how the add is creative, it worth nothing. Therefore, t must deliver simple and clear purpose with creativity.
Kevin yau's comment, September 27, 2013 1:30 AM
@Michelle Kim
Creativity are always one of the factor can change the result of everything. I agree that this article is really showing what creativity is and how it affect advertising and consumers. I also agree that you said you also think that creative ads can affect consumer’s behavior and attitude toward not only product also can affect company. I think that is a really good opinion.
Steven Chen's comment, September 27, 2013 2:34 AM
The creative ads can obviously attract people’s eyes and lead to positive purchase attitudes. For example, think about the iPhone. From iPhone 4 to iPhone 4S till recently released iPhone 5C and personally I don’t think there are essential changes. From iPhone 4 to 5S or 5C, for me it seems the direct difference is the bigger screen. But still, there are lots of people consider iPhone as their first choice when they think about changing their phone. The most likely reason is the influence of iPhone’s advertisement. The 5C advertisement includes a clip that shows the product line of 5C, with a manager explaining how it was beautifully designed and produced. And this may make people forget it is just a phone with plastic case and it is almost nothing different with the pervious product but just more colourful. So from my point of view, the most success of Apple is how it designs its advertisement, and they did great job in terms of making creative ads to attract people to buy their products.