Program planning, objectives, budgets, measuring success.
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Rescooped by Harshika Mistry from DIRECT MARKETING + CONSUMER ENGAGEMENT
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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 | Program planning, objectives, budgets, measuring success. | Scoop.it

Via Duchon Filipo
Harshika Mistry's insight:

The article “Direct Marketers: Target What you Customers Want, Not What’s “Hot” – Business 2 Community” was very insightful as it emphasised the importance of direct marketers trying their best to choose the correct communication channels to promote their brand. The article also touches upon some points on the relevance of prizing and delivering catchy messages to their prospects through a wide range of appropriate channels rather than the channel that is ‘hot’ and in demand at the moment. Daniel had strongly emphasised in the article that marketers and consumers think from different perceptions, therefore they do not always meet “eye to eye”. Currently, the ‘hot’ channels to easily deliver your message and interact with your prospects would be Smartphones, Twitter, and Facebook and so on. However, it is foremost important for marketers to utilise other communication channels as well such as television, magazines and so on. There is certainly some risks associated with this, however at the end it is likely that you will have positive results. I strongly agreed with a statement that Daniel had reinforced in the article, ‘Sometimes in marketing we get caught up in terminology, technology, and specific channels but our customers don’t think this way’… ‘What they care about is communicating with each other and finding the information they need’. I believe that by having a simple and a direct appeal will attract more consumers. Overall, this article was very interesting as it enhanced my knowledge that rather than choosing the ‘hot’ channels, it is extremely important to choose the appropriate communication channels that suits your target audience to deliver the message.

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Vrinda Soma's comment, September 26, 2013 3:50 AM
Very well said Harshika. I agree that marketers need to understand their audience and determine how the organisation is the most effective way to communicate with their consumers. I believe a lot of organisations communicate through hot channels these days and i think prizes and catchy slogans are just as effective. I think that hot channels is like a war zone, everyone fighting to stay on top, so why not try something different? This article was very interesting and had a lot of great facts which made it easier to understand how to use the most effective and appropriate tools of marketing.
Manasi Ambavane's comment, September 26, 2013 5:00 AM
Well said Harshika,Yes i would agree with article that its really important for company to choose a perfect communication channel to endorse the brand. The messages should be catchy enough to get consumers attention on it and also they should be precise so that consumers don't get confused with message sent even understandable in on go. The articles focuses on the hot channels for marketing those are social media and smart phones as they the best way to get variety of customers to target. They are bit risky as you said but then most effective way to communicate with consumers. At the end choose correct channel to communicate that will suit your target audiences.
Lora.Waqabitu's comment, September 26, 2013 5:03 AM
I agree with you both Georgia and Duchon that there are so many advertising done on social media to a point some consumers would call it excessive. , Georgia you said it right when saying that marketers need to be careful not to become ignored junk and need to be strategic in its adverts. Personally it takes a lot now to catch my eye on social media compared to before when there was less adverts on so I didn’t mind clicking through. Along with strategic placement I think it is also important to stand out from the clutter making sure that you capture your audience and keep them engaged.
Rescooped by Harshika Mistry from Intergrated Marketing Communications 2013
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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | Program planning, objectives, budgets, measuring success. | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done

Via Johnny Price
Harshika Mistry's insight:

The article ‘Nike, Snickers and Fosters have created powerful integrated campaigns – so what’s their secret?’ written by David Benady emphasises the strategies successful brands like Nike, Snickers and Fosters has used which has benefited them economically. I completely agree with the statement stated in the article ‘for an increasing number of campaigns, integration across a large number of media is essential.’ David reinforces that Nike, Snickers and Fosters has not only used the popular and common media channels like digital/social media but also challenged themselves to enhance marketing synergy through TV advertising, print and so on. To ensure they use all media channels effectively, they have innovated their image each time to grab the consumer’s attention. However, the main reason why they are so successful is that all three firms have used a ‘one message’ approach to promote their campaign and have innovated the advertisement to suit the different channels which has helped capture the consumer interest. Repeating the ‘one message’ is extremely important as it allows consumers to relate back to the brand.

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Manasi Ambavane's comment, September 24, 2013 2:16 AM
Harshika, yes these three brands Nike, Snickers and Fosters are really outstanding when their campaigns are out. The best way to get audiences eyes towards your brand is to be innovative and creative in your ads so that their attention is easily grabbed. The important thing I also would agree with you is that sending same or one message through out all the ads to create great impact on the consumers. This kind of campaigning is really effective and also gets audiences attention towards the ad with this brand gets popular. Repeating the same message helps the brand message be inside the consumers mind for long time.
Daryl Peterson's comment, September 26, 2013 2:24 AM
Yes Harshika nike, snickers and fosters all have powerful campaigns due to this use of popular and commonly use media channels which help get their brand image across to relevant target markets. Using social and digital media effectively these brands have managed to create a strong brand image which always grabs consumers attention showing just how effective the campaigns are. But the main thing I see in the article is that they all use one message approach to promote their products. This helps consumers understand the brand alot easier and makes its alot easier to recall,
Nikhil Bhola's comment, September 24, 2014 8:35 PM
This article provides a succesfull example of integrated marketing campaigns based on big ideas. These campaigns stick to the companies main ideologies and ethos with examples provided by Nike and Snickers. this made me think about how we have been using social media channels, to communicate through twitter and just amazingly what we learnt in IMC can be implemented to the real world. IMC is also about about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging
Rescooped by Harshika Mistry from Zwei
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Program planning, objectives, budgets, measuring success. | 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 ...

Via Andre Zareian, Markus Schobel
Harshika Mistry's insight:

The article ‘Developing Effective Marketing Communication Mix’ written by Kevin Johnston emphasises when establishing a marketing mix it is extremely important for marketers to use a variety of marketing promotional tools such as sales promotion, advertising, public relations, internet/interactive advertising, direct marketing and so on. Marketers can gain many benefit and advantages by using these promotional tools which will also help attract new consumers. Kevin illustrates four significant elements which leads to building a strong and effective marketing communication mix which are target customers, communication channels, cost estimates and measuring. I am impressed how Kevin has chronologically ordered the elements to emphasis their importance. It is extremely important for marketers to identify their target audience and gain a good understanding about them which will help you position your product in the market. Therefore, you will need to utilise various communication channels to reach your target audience. You must also consider the cost of your marketing campaign and adjust it accordingly to your budget. Lastly, you must measure the results to ensure you are spending your dollars wisely which could be easily collected through surveys, email, and so on.

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Shay Narsey's comment, September 26, 2013 5:27 AM
markus, i agree with your insight on that article that it is relevant to the content in class. i agree that the most important part of this article is referring to target market and how it can be the most important part of a business to target your products to someone.
Matthew Randrup's comment, September 26, 2013 6:51 AM
Markus i also agree with you I like how you related it to the marketing mix and also to the class content you did well in linking this to tarket market as well which was essentially a large point in the article.
markpardington's comment, September 26, 2013 10:40 AM
Nice article selection here Jason, I definitely agree with your points regarding the necessity of communicating with your customers through a wide array of mediums as not only can this open your message up to new customer bases but it also reaffirms the message to those that see it in the multiple forms.
Rescooped by Harshika Mistry from Small Business
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5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | Program planning, objectives, budgets, measuring success. | Scoop.it
5 Best Direct Marketing practices To help Your online business. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.

Via Chris D
Harshika Mistry's insight:

The article “5 best direct marketing practises to help your online business” emphasises the importance of direct marketing for organisations. I personally agree that direct marketing is a common approach utilised by marketers nowadays, and believe it would be the most workable approach to reach the company’s prospects and launch new products in the market. Nevertheless, direct marketing is a marketing strategy many internet marketers apply due to its effectiveness. This article touches upon five direct marketing practises which could also be helpful for web businesses. The first direct marketing practise you should consider applying is ‘engaging titles’ as it triggers your recipient to open your email and helps convey our message to your prospects. The second direct marketing practise you should consider applying is ‘minimizing the pictures’. You must be thinking, why? Well the reason is that if you have too many images, this may annoy your prospects and also you will be risking if your message is gone across as people have different perceptive. The third direct marketing practice you should consider applying is ‘assure your web page link are evident’. This can be successfully done by ensuring the link is visible to the reader which will drive traffic to your site. The forth direct marketing practise you should consider applying is to ‘related content’. This is important as irrelevant information that these readers are not interested in, usually will be treated like spam.  Lastly, the fifth direct marketing practise you should consider applying is ‘analysing your email’ which will prevent you from sending the wrong information to your prospects. Yes I know, you must be thinking these are all basic and general knowledge practises, but you may believe or not, many marketers have not considered them which has impacted their business negatively. Overall, this is a good article which emphasises the basic essential practises you should adopt when direct marketing.  

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Daryl Peterson's comment, September 26, 2013 2:19 AM
Well said harshika, a very insightful curation. Marketers need to take into account these 5 direct marketing practices. Engaging title gains consumer attention and triggers them to open mail helping get the message across, minimizing pictures helps the consumer focus on the relevant information, assuring webpage is evident helps make it easier for consumers to understand the webpage, related content helps gain consumers attention by showing them what they want to see and keeping them interested and finally analysing which helps save time and money by not sending wrong information to other target markets. Overall these 5 steps can help make or break a companies marketing campaign.
Vrinda Soma's comment, September 26, 2013 4:30 AM
This is very interesting article, Harshika you have simplified this article which made it easier for me to understand the five direct marketing practices. The article is about how social media such as emails impacts consumers and how it benefits the organisations marketing campaign. the article talks about what the layout of the email should be and what would attract consumers from reading the advertise. Harshika, overall this is a well written insight.
Manasi Ambavane's comment, September 26, 2013 4:47 AM
Hey, harshika well written insight as in article it talks about the 5 best direct marketing practises a brand should follow to increase more customers loyalty and also to gain brand awareness. This could really help the brand to grow more and increase their sales. As in articles they have mention the 5 direct marketing practice which are really important when sending direct mail to your customers.
Rescooped by Harshika Mistry from All about Business
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Six examples of effective multichannel marketing campaigns

Six examples of effective multichannel marketing campaigns | Program planning, objectives, budgets, measuring success. | Scoop.it
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.

Via Dinamika SOE
Harshika Mistry's insight:

The article ‘effective multichannel marketing campaigns’ written by David Moth emphasises the importance of multichannel marketing campaigns through six successful examples and how their innovative ideas in direct marketing help them to succeed. I enjoyed reading this article as the author had used examples from the real world with in-depth explanation. The six examples were based on the companies such as First Direct, Econsultancy, Gatwick Airport, Marks & Spencer, Topshop, and lastly House of Fraser. The first example was about First Direct who has launched a series of direct response advertisements and brand advertisements across a significant amount of digital media. The second example was about Econsultancy who launched an inaugural JUMP conference for multichannel marketers and had partnered with Royal Mail and agency Fortune Favours the Brave for a direct mail piece integrated with an online personalised website which was a success as the campaign was highly praised by delegates who felt it was innovative and cleverly executed. The third example was about Gatwick Airport that offered their consumers a 24-hour Twitter support and used mobile barcodes across information points which was a huge success and benefited them economically. The fourth example was about Marks & Spencer who had introduced a sell-by-sample concept, which allowed customers to see the best flagship store women’s wear ranges in smaller stores, where previously they would have had to travel to larger stores which gained a positive behaviour/attitude from consumers and enhanced the sales figure. The fifth example was about Topshop who has connected the retail floor with the online space by using Instagram and iPad technology in-store which gave positive results. Lastly, the sixth example given was about House of Fraser who has opened the world’s first internet-only store in Aberdeen which is a virtual store that holds no stock but allows customers to place or collect online orders there. Overall, this article was very interesting and has enhanced my knowledge about effective multichannel marketing campaigns.

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Manasi Ambavane's comment, September 24, 2013 1:58 AM
Hey harshika, yes i would agree with you and i like the two examples from the article one is Gatwick Airport that offered their consumers a 24-hour Twitter support and used mobile bar codes across information points and they benefited them economically. Marks & Spencer allowed customers to see the best flagship store women’s wear ranges in smaller stores, where previously they would have had to travel to larger stores which gained a positive behaviour/attitude from consumers and enhanced the sales figure. These two company stand out than other companies, even i would agree the article is very informative.
Daryl Peterson's comment, September 26, 2013 2:30 AM
Yes Harshika i completely agree with you and two examples that caught my attention in the article were First Direct as they used screen in underground railway stations which is always busy due to many people using public transport and gained alot of recogniton as many people who wait for trains would see the screens before the trains arrive. The other brand is topshop who uses instagram a very popular social media site to get their message across to people. They use real people also and use promotions to entice consumers. This article is very insightful when explaining about the success of the six companies using multichannel marketing campaigns and how effective they have been.
Rescooped by Harshika Mistry from IMC
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Program planning, objectives, budgets, measuring success. | 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 Lou Mancer
Harshika Mistry's insight:

The article ‘Objectives, Measurement and Program Planning’ emphasises the importance of brand and marketing communications planning process. I absolutely agree with a statement from the article, a “well-stated objectives are the across the board, number one key to success”. This is true as these objectives could deliver the organisation a foundation for measuring and evaluation the entire marketing communications program. When organisations are preparing objectives, they should consider using the SMART techniques which is short for simple, measurable, achievable, realistic, and lastly timeliness. This would lead the organisation marketing communications for the foreseeable future to a success. Simple~ Organisations should ensure that the objectives are nice and simple & avoid using ‘and’ as this will increase awareness. Measurable~ Organisations can only measure an objective at a time. It is important to state the measurement metric. Achievable~ Organisations should only have objectives that they know they are capable to accomplish which includes the financial side of the business such as budget. Like the article had mentioned ‘it is good to under state than to overstate’. Realistic~ Setting objectives that will make a great impact to the organisation such as increase in revenue, market share and so on that the business is capable of. Lastly, timeliness~ Capable to achieve the objective by the end of the next accounting period (annual). Therefore, organisations must understand that to be successful you must consider using the SMART technique which will also help evaluate and measure the program’s success.

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Corey McDevitt's comment, August 20, 2013 10:40 PM
As Lou said, often the problems within the business lie in the created objectives. Objectives are very important to any business, it can be looked at as the back bone of a businesses goal; simple, measurable, achievable, realistic and timeliness. It is crucial that a business gets it objectives right, so it can serve as a structure to becoming successful. No business wants to follow unrealistic, unmeasurable confusing objectives.
Manasi Ambavane's comment, August 21, 2013 4:07 AM
Hey Harshika very well written. I like this point you have written how organization have prepare objectives for the company. "When organizations are preparing objectives, they should consider using the SMART techniques which is short for simple, measurable, achievable, realistic, and lastly timeliness. " You have even explained meaning what SMART means in article very well. From these points i feel the "Realistic" is really important every organization looks forward to achieve their targets.
Daryl Peterson's comment, August 21, 2013 7:06 AM
Very well written Harshika and yes i totally agree with what you have said. Organisations who are in the planning stages should consider using the SMART technique which stand for Simple, Measurable, Achieveable, Realistic and Time Frame. I like the way that you have explained this making it very easy to comprehend. I feel that all organisations must understand each element completely when planning in order for them to be successful in the future. This technique can also help companies evaluate and change what they are doing wrong in order to meet these objectives by following the guidelines.