Integrated Marketing Communications--shaokang
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Direct Marketing Doesn’t Have to Suck

Direct Marketing Doesn’t Have to Suck | Integrated Marketing Communications--shaokang |
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
Shaokang xie's insight:

This is a very interesting article. it shows how companies try to trick their customers into reading their email.  It gives examples of good direct marketing and also the bad techniques. Companies should think about their marketing in the customer perspective.  When you think in terms of what your customer wants, you will get attention

Elizabeth Anne Dale's curator insight, September 24, 2013 10:02 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 9:58 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 2:08 PM
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
Rescooped by Shaokang xie from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing!

IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | Integrated Marketing Communications--shaokang |

Via Mike Kirkwood
Shaokang xie's insight:

This article has introduced some actions we can take to make sure that IMC campaign is cohesive. The big idea is intergration can occur across all media. The big idea encapsulates your total message in a few simple words or phrases. It is very important for a business to establish one big idea and implement the idea as effective message which promotes what product is about . It helps consumers to easily understanding and remember the brand and products.

Chelsea-Rae Dawson's comment, September 26, 2013 7:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 9:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 10:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.
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Innovations key to customer engagement - ITWeb

Innovations key to customer engagement - ITWeb | Integrated Marketing Communications--shaokang |
Innovations key to customer engagement ITWeb Graham Webster, Telefónica Europe director of customer experience, who was also at the event explained that the idea is to “treat customer experience as physical and emotional.” High levels of loyalty...

Via Georgia Kirkham
Shaokang xie's insight:

A more 'humane' approach by companies by interacting with people in a more personal and direct way it gives the consumers a sense of belonging and importance.Brands can be anything, from a product to a person, its the way in which it is marketed that engages consumers and makes it successful. If a consumer is emotionally invested into a brand, they will be loyal and continue to see this brand as important to them, as people see different things in different ways according to their own feelings and opinions.

Ryan Otto's comment, March 18, 2013 9:26 AM
i agree that communicating with the customer more feels like the company actually cares about the product or service its putting out there, but at the same time if they're going to do something they must do it right. Too many companies outsource their phone calls to people in other parts of the world who just don't have the personal knowledge or thick accents that you can't understand. Part of IMC is advertising a particular way to a particular people. I think that also needs to be applied with the way the company interacts. By interacting with the customers in a way the customers would find most satisfying and appealing
Rory Kelly's comment, March 21, 2013 1:45 AM
I feel the same way as both of you about this when the customer does believe along with the company about the product or service they are releasing to the market, personally I have been called from call centres overseas or been put through to them and just don't even bother and hang up. It would defiantly be beneficial to the company to invest more into keeping things local rather than outsourcing in the long run; personally I would find this appealing and satisfying.
Vivien Dohyun Jung's comment, April 9, 2013 7:26 AM
I agree with you Shaokang as consumers' brand loyalty will increase when they are emotionally engaged and attached to a certain brand. I think, marketing is about providing an experience and a personal story rather than just promoting and selling goods to earn more profits.
Rescooped by Shaokang xie from De contenidos y contenedores!

Why B2B Brands Must Invest In Social Media In 2013 [INFOGRAPHIC]

Why B2B Brands Must Invest In Social Media In 2013 [INFOGRAPHIC] | Integrated Marketing Communications--shaokang |

Via Paula Arenas
Shaokang xie's insight:

This infographic takes a closer look at why B2B companies must use social media and why it is so important. also how B2B marketers are tapping into this potential

joellemillery's curator insight, March 13, 2013 7:01 AM

off to work with such good ideas!

lorren's comment, March 21, 2013 10:27 PM
i think this article reveals how gone are the days when a company keeps to itself and survive in competetive environment. I think social media has a opened a way for company`s to get inside information from the customers themselves.Coupled with a good intergrated marketing strategy this mode of communication can bring favourable results to a company.It does seem unusual to engage B2B companies on social media ,but i guess this articles removes the boundaries.In the long term that close relationship might unbundle untapped opportunities
Vivien Dohyun Jung's comment, March 22, 2013 2:34 AM
this kind of realates to the article that I posted about consumer engagement in B2B industry. Yes, the use of social media should not only be limited to B2C industry but to B2B as well. As IMC is all about engaging people and consumers, using social media to influence people is also essential in B2B context. Also, it helps improve the credibility and reputation of the brand.
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How Social Media Impacts Brand Marketing | Nielsen Wire

How Social Media Impacts Brand Marketing | Nielsen Wire | Integrated Marketing Communications--shaokang |
New research by NM Incite helps uncover what impacts social media may have for marketers trying to build their brands and connect with their audience more directly.

Via Robert Dempsey, Ashly DeVito
Shaokang xie's insight:

thats a research by NM Incite and it shows consumer rating and reviews are the most important source for products and service. also it shows the reasons why do customers to share their experiences. it is important to understand these as a marketer for example we may provide a discount for those people who make their discussion intend to have a discount.

Ashly DeVito's curator insight, December 29, 2012 5:53 PM

New research by NM Incite helps uncover what impacts social media may have for marketers trying to build their brands and connect with their audience more directly

lorren's comment, March 22, 2013 1:00 AM
this article explains the drive by most companies to occupy their space on the social media fronts.But with regards to the guidelines in this article,brand marketing is obviously highly impacted by social media. i think us as marketers should also reward the cheerleaders of our brands as shaokang has alluded in his comments.As we engage in the social media ,care should be taken in dealing with negative comments being peptrated by supposedly those who want to :punish the company".i think social media is great platform for bragging about new products and developmental moves the compnay has made.
Vivien Dohyun Jung's comment, March 22, 2013 2:38 AM
this article states about the impact of social media which spreads people's feedbacks and opinions rapidly and widely. With such impact, social media can be used both negatively and positively as a platform that manipulates publics. Companies should be aware of this aspect to use such platform in an efficient and profitable way.
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Integrated Marketing Communications--shaokang |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva
Shaokang xie's insight:

This article displays the 5 key factors of developing an effective marketing communication mix. First to understand your audience, then create your key message points. Also the opportunities, plan, and tactics.This is the basic process which obviously the key beginning of effectively communicating through marketing. It can be connect to a real case of communication Mix and  it will help to understand it.

Elaine Li's comment, September 27, 2013 6:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 2:48 PM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 5:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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Brands: The Power of Emotion

Brands: The Power of Emotion | Integrated Marketing Communications--shaokang |
Shaokang xie's insight:

Building brands is about appealing to the heart. The issue is that the heart is hidden and it takes some doing to figure out what exactly in the heart will resonate with your brand.

Vivien Dohyun Jung's comment, April 9, 2013 7:21 AM
I guess this is why IMC should be precisely structured in order to target consumer's mindset - and this suggests that the strong and long term relationship between customers and brands can be maintained through the tactics of emontional branding, which have been evolving over time along those consumers who have become more sophisticated
lorren's comment, May 9, 2013 3:18 PM
the article shows that it pays to invest in emotional brand marketing.There is no doubt most consumers hang on to their to te very last degree. Previous class example on Coca cola and their rebranding taught them never to play around with their consumers emotions and brand attachement .
Rescooped by Shaokang xie from Consumers and IMC!

Is emotional response the important missing variable in customer experience measurement?

Is emotional response the important missing variable in customer experience measurement? | Integrated Marketing Communications--shaokang |
The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.

Via Kerri-Ann Choromanski
Shaokang xie's insight:

This article shows that emotional responses are important and need to be seen as important by marketers and companies.Prompting an emotional response in consumers is an important part of communicating and integrating marketing communications. This is because emotional responses can influence behaviour. And behaviour is important to marketers as behaviour changes can mean whether or not a consumer purchases or whether or not the consumer is loyal to a brand. A quote that illustrates a really good point about the importance of emotional responses is this: "It starts with the understanding that emotions are not just touchy-feely reactions. Rather, emotions are powerful influencers of behavior, relationships, evaluation and consideration." This is highlighted further by the following point about the importance of emotional responses: "Evidence from multiple disciplines, including neuroscience, psychology and marketing research shows that emotional response plays a central role in decision-making.".

Marche Adams's comment, April 9, 2013 1:18 AM
very well said Kerri :) the connection between consumers emotions and the actual product or service offering are important as consumers have different percieved values based on whhat the product or offering may be. more attention certainly needs to be paid to this aspect of a business and its relationship with its consumers as well as prospectives.
Vivien Dohyun Jung's comment, April 9, 2013 7:24 AM
Again, it relates to the other article you posted. Yes, emotional bonding is vey important as it helps achieve the ultimate goal of iMC - maintaining a good relationship between the brand and customers in long term. Emotional connections are fundamental as it lead to the imcrease in brand loyalty which results in more profit and ROI.
Becky Norman's comment, April 9, 2013 10:31 PM
I think that emotional reactions to products and services is the marketing of the future. We live in a world where people are so driven by how they feel, that this is communicated in our purchases. Marketers need to look more into their target markets emotions to completly grab them and create loyalty with their brand.
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How Do B2B Companies use Social Media? [infographic]

How Do B2B Companies use Social Media? [infographic] | Integrated Marketing Communications--shaokang |
Social media can be a useful tool for creating brand awareness, but are B2B marketers using it for demand generation as well?

Via Elise Franzetta Ware
Shaokang xie's insight:

It is created to help bring together sales and marketing teams to define better ways of turning awareness into interest and interest into revenue.

lorren's comment, March 22, 2013 1:10 AM
its amazing there is still a number of companies who have not adopted to the social medial.I think as a compnay being engaged in social media,one should create maximum value as a competetive advantage until the other people start to catch up.its also intresting to note how even those companies in the social media space have no set strategy or neither have the tools to showcase their plans
Vivien Dohyun Jung's comment, March 22, 2013 2:30 AM
yeah i agree that social media is a great tool to use for integrated marketing communications. As social media is such a powerful and trendy tool with loads of advantages, companies can't ignore its power.