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Rescooped by Vana Chatikavanij from Awesome Websites Compilation And It Is Really Interesting
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good article on direct marketing

good article on direct marketing | Milestone Two IMC | Scoop.it

Via vanesa brooks
Vana Chatikavanij's insight:

As for direct mail, it is a good method for getting intouch with your consumers, however, this method has become less effective more and more over the pass decade.

 

Direct mail seems to be gaining less attention compare to how the social media has grown within the society. Using direct mail to increase consumer engagement can be very effective if it is done at the right time. As for example; direct mail could be very effective after consumer purchase as this could give consumers feelings of good after purchase service.

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Azhar Mohammed's comment, May 8, 2013 8:41 PM
I strongly believe that direct mail advertising is very old school now and not as effective as online advertising this also depends on the age group you are targeting ofcourse. Techonology as revolutionised direct marketing and consumers can select what they wish to be contact about and this ellinates comapnies annoying their consumers with things they may not be interested about and prevents negative associations with the brand image. Post cards may hold a specific emotional tie with some customers and industries such as the tourism industry but in general i beleive it to be a very ineffective way of market penetration
Penny Liu's comment, May 9, 2013 12:58 AM
Direct mail is getting weaker and less effective. especially the social media is now taking over most communication. however, I do agree that some people still prefer this way. i guess as long as direct mail advertising has its own target market. despite some people pay less attention on mails (some people take it as junk mails) but still i know there are a group of people think it is convenient to receive information on their mail box. feel free to read this article toohttp://www.sourcelink.com/blog/matt-haskell/2013/05/02/trends-to-define-marketing-revisited-how-direct-mail-survives
Vana Chatikavanij's curator insight, May 9, 2013 3:22 AM

As for direct mail, it is a good method for getting intouch with your consumers, however, this method has become less effective more and more over the pass decade.

 

Direct mail seems to be gaining less attention compare to how the social media has grown within the society. Using direct mail to increase consumer engagement can be very effective if it is done at the right time. As for example; direct mail could be very effective after consumer purchase as this could give consumers feelings of good after purchase service.

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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | Milestone Two IMC | Scoop.it
Vana Chatikavanij's insight:

Being able to get emotional attachment with the brand can be very hard for business to gain from their consumers. I do agree that emotional response can be a struggle, however, it would make a difference if once consumer feel more towards the brand. Knowing that sending out message could change the way consumer reaction to brand give a huge advantage for companies to work on how to communicate with their consumers. By having a strong emotional response from consumer can mean that the brand is gaining consumer loyalty and trust.

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JENNYHA's comment, August 22, 2013 4:03 AM
This is a great article to read, it gives some idea about how to measure whether the company has a right marketing strategy. For every company they must have a goal, well you might think of profit, what I mean is something else, that has nothing to do with the profit, but it increase the awareness of your brand. For every business or brand, the first thing to do is communicated with consumers in order to gain the brand awareness and knowledge of consumer about the brand. When you create an objective, it make easier for you to measure your successful.

I think it would be really interesting to see ads that utilise the 'Get Physical' guideline the article suggests. It would be cool to see mass produced ads that play on touch, smell and taste! Maybe we'll start getting furry billboards, or edible print ads!
Josh Leuenberger's comment, August 22, 2013 8:13 AM
The article discusses how companies trigger the emotions of their customers, as @Curtis Milner has stated that humans in general do have emotions and when making a purchase emotions can have an affect on the responses of a purchase. I like how you have stated that customers associate moments or memories with brands. How a rand can make you feel or remind you of how you felt at the time. The article showed how business and customers better interact in 10 steph or guidelines which I think could have been further explained in Curtis’ response to the article.
Enele Westerlund's comment, August 22, 2013 7:40 PM
Your insight is spot on, where everybody 'feels' before they 'think'. I agree with the article where sight and sound is definitely overused with most campaigns. I like the points raised where keeping it close to home, relevancy, and making it memorable are important factors. It also didn't occur to me, until I read it, the point of not leading with price.
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The Importance of Communicating Your Brand Message | Branding ...

The Importance of Communicating Your Brand Message | Branding ... | Milestone Two IMC | Scoop.it
However, this is not only important when communicating your brand messages to your consumers, but also when it comes to dealing with other businesses too. Another of my involvements, with a client looking to raise money, ...

Via Elly Nooyen
Vana Chatikavanij's insight:

What is most important is to get your message about your brand across to your consumer correctly. Communicating the right information that you would like your consumer to know and remember about your brand help to keep the identity of your brand positive and strong. Making your brand worth to remember will help to gain consumer attention and expand brand awareness.

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Neungy Kung's curator insight, April 9, 2013 4:59 PM

I think it is important for company to be able to get the messages across to consumers. This mean company have to think carefully about what they going to tell consumers about their products or brands. When companies are able to grabing consumers attention, then it easy for the companies as consumers wanted to find out more infromation about the products and brands. However, another things which will be needed is client looking to raise money. How brand saw itself, encourage future meeting and fundings.

Wit Kritcharoen's comment, April 9, 2013 5:28 PM
i also think that it is important for company to be able to get the messages across to consumers. So, it is important for companies to gain attention from their consumers, then its will be easier to communicate with them. However, companies also have to communicate effectively too, if they want to gain their consumers' attention.
M Donald's comment, April 9, 2013 10:57 PM
This article that you have scooped Ellie is brief yet descriptive thus giving the readers a few good points. I prefer the first example that the author Marcus Lange used – the assessment of a business offering luxury weekend breaks in the country side. Marcus talks about how is it important that is it customers receive good service and experience a great memory but the brand goes further – it is about providing a positive lasting effect which encourages customers to come back.
The sense of communication clearly is very important- making your customers aware of your products and service but also leaving that effect on them. Remembrance of your image /brand and the good experience.
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Communicating Sustainability: Influencing Consumer Behavior | Sustainable Brands

Communicating Sustainability: Influencing Consumer Behavior | Sustainable Brands | Milestone Two IMC | Scoop.it
As noted in a number of recent market research reports (Canadian Business Sustainability Challenges 2012; Unilever’s Five Levers for Change; RILA’s 2012 Retail Sustainability Report), communicating the benefits of sustainable behavior so it...
Vana Chatikavanij's insight:

Gaining public interest and changing the behaviour of consumers towards the brand by using the word "Sustainability" is true in my opinion. Changing the brand image into a sustainable business help to change the way people look at the brand. By showing the community that the business cares about environment, society and economy can change the way people think and responses to the company. The idea of going green can influence consumer behavuour to change into a more positive way.

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Emily Zhang's curator insight, September 21, 2013 11:13 PM

I agree with this article. Customer communication is very important when applying to a various industries and even it can directly influence to consumer behaviour. In my point of view, an effective communication can help creating a sustainable business. If hear from customer's wants or thoughts, even complaints and acted on, this will build a strong brand loyalty and creates the brand a positive image.

 

In order to effectively achieve this, a business must clearly know what their ideal consumer needs and to find the most effective way to communicate changes to the consumer such as newspaper, TV, email, billboard, website and more. Because people like to buy the product they want and especially when a particular brand they usually buy.

 

Therefore, communication is very important as it helps the brand marketing to attract more customers and also helps to make the customers feel that they are important to the company.

Wenzi Liu's comment, September 22, 2013 12:45 AM
I agree with Emily’s opinions, where customer communication is very important. I believed that customer communication helps companies to gain customer loyalties by allowing company to understand more about the consumers’ needs and what in order to satisfy the consumer.
Cen Xun's comment, September 23, 2013 2:59 AM
Companies are always aiming for their brands to change customer behaviour, but before they change that, the should understand the current behavious of customer, and find out how to change it, this is the effects of customer communication. this article explained how the customer communication influence the companies strategy plan