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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone Two | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
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This article talks about the importance of direct marketing which has taken on greater relevance for marketers with the growth of social media and other online interactions. Successful marketers today are reaching more and more customers directly, on a personal level, than ever before. As a result of direct marketing, it pointed out that "there was profits increase of 28% last year and the airline achieved nearly 100% online check-in performance, which reduces staff and desks at airports, as well as improving the overall customer experience."

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Wonyoung Kim's comment, September 23, 2013 4:09 AM
This article talks about the success of a direct marketing campaign that can have for an organisation, with the development of social media and other online media use. This is a way for brands to become personalized, which can improve connections between consumers and the brands. Also this article emphasizes 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.
Wendy Pham's comment, September 24, 2013 6:37 AM
Direct marketing hold a massive part in IMC. This article illustrated some statistic which can be used as the evidences for how the direct marketing effect the productivity of the business in a possitive way. There is a method for the brand to improve their relationship with customers that was mentioned in this article. With the developement of social media and modern technology, it is now easier for marketers to engage with their customers.
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone Two | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
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This article talks about the power of integration and explain the significance of integration to current business communication. As stated in the article, "marketing integration is essentially creating core creative ideas that can be adapted across every medium.  We are finding that as ecommerce continues to grow it provides even more opportunities for integration and content creation."

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Wonyoung Kim's comment, September 23, 2013 10:33 PM
Great article well explained the significance of integration to current business communication. Business communication has transfer from soloed to integrated communication approach. The standard of marketing success was increased awareness. However marketing has become complicated as lots of media came into the market.
Julie Tarm's comment, September 24, 2013 8:10 PM
The power of integration is important for any business who uses the variety forms of advertising to market their products and services to their consumers. This article is of great use to businesses as it explains the importance of integration. Integration is to ensure that the same message is communicated in all multiple channels as this would decrease the confusion with consumers. Integration plays an important role in media and this is stated in the article.
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Milestone Two | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...
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This article really explains what Marketing Communications Mix is. As stated in article, a marketing communications mix is a term used to describe the varied strategies used to advertise and promote a business or its product line and there are five essential aspects of communications mix include sales promotions, personal selling, direct marketing efforts, general advertising, and public relations. The rest of four essential aspects of communications mix are important as well however one of the key elements in a marketing communication mix is advertising which makes it possible to connect with consumers who are likely to be attracted to the goods and services offered.

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Wendy Pham's comment, September 23, 2013 6:29 PM
This is a good article as it explained to the reader what communications mix is. It is one of the four elements that created the marketing mix which was used to alert the customers about the benefit and availability of the products. There are 5 aspects which were mentioned in this article which are sales promotions, personal selling, direct marketing efforts, general advertising, and public relations. Each aspect had been clearly explained in the article in a very readable way. This article helped me to understand more about what is the “marketing communication mix” in order to advertise and promote the business as well as its products more successful.
Wonyoung Kim's comment, September 23, 2013 10:43 PM
Communication mix is known as a promotional mix. This is to describe the varied strategies used to advertise and promote a business. Communication mix includes sales promotions, personal selling, direct marketing efforts, general advertising, and public relations. This article defines each methods and gives examples.
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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 Two | Scoop.it
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This article talks about the importance of direct marketers choosing the right channel for advertising and keeping their eye on the prize that is suitable for the target consumer and delivering  relevant messages to customers through the most appropriate channels  rather than using a channel that is popular or 'hot' at the moment.

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Wonyoung Kim's comment, September 23, 2013 10:31 PM
This article mentioned it is important for direct marketers to keep their eye on the prize by delivering relevant messages to customers through the most suitable channels. Social and mobile messaging are a hot topics nowadays, however results shows that 77% of consumers still choose that email is the good channel for permission-based promotional messages. 9% is direct mail , 5% text messaging and 4% Facebook. After reading this article I am quite surprised, because I thought facebook, twitter will be good channels for marketers to connect with consumers. So in this article says that focus on what your customers want not ‘HOT’.
Julie Tarm's comment, September 24, 2013 7:09 AM
In the article it states that sometimes marketers and consumers are not seeing eye-to-eye on what may be the most effective marketing channel which can cause a rift between the two and could be costing the direct marketers' valuable customer interactions and potential sales. Direct marketers need to choose the right channel in order to maximize the relationship between each other and to deliver relevant messages as mentioned above.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone Two | Scoop.it
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 ...
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article is about when create communication mix, four aspects are important to the marketers to consider. First is the target customer, marketers have to know who will likely to buy the product and find out what your target customer reads, listens to, views and trusts among all the media outlets you have available. Second is communication channels, choose effective channel  that will carry the message out the best. Third is cost estimates, estimate the total cost of your marketing campaign and last is measuring, it is how effective three factors above to the communciation.

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Wonyoung Kim's comment, September 23, 2013 10:38 PM
This article shows a great understanding of effective communication mix and would be a great read for any marketer. It talks about the four aspects of the marketing mix to consider which the target customer is, 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. The article also states the importance of choosing a channel based upon what the marketer is offering, such as, 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.
Julie Tarm's comment, September 24, 2013 7:03 AM
This article looks at the importance of developing an effective marketing communication mix and is straight to the point. It goes straight into what should be included in the communication mix and what will make it effective such as the various types of advertising, sales promotions, direct marketing and interactive marketing. The four factors are explained well and are easy to understand, this would be beneficial for any marketer to read as it will help them in their business.