The Communication Mix
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The Communication Mix
Milestone 3: Communication Mix, IMC programme planning and Direct marketing
Curated by Connie Guan
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Rescooped by Connie Guan from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | The Communication Mix |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Connie Guan's insight:

In marketing world today, direct marketing could be an efficient and inexpensive way to deal with business. It is one of the best ways to build brands awareness that getting involved and getting out there personally in the own market. Also, it is one of the best ways to get the own brand out there that meeting the target audiences and passing-out cards, fliers and special offers.


In the promotional mix, direct marketing is a method that could be used for building up brands, for instance, the use of imagery. Yet, direct marketing’s key goal to create the straight relationships between marketers and consumers, so as to retrieve the direct responses.

Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
Rescooped by Connie Guan from IMC - Milestone 3!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | The Communication Mix |
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 Gracey Monteith
Connie Guan's insight:

Great communications strategies are likely to bring certain messages, at the right times, onto the accurate audience, as well as having optimistic reactions in this way. Optimistic reactions are to deliver “most-likely” for what you trigger people to do.


In the communication mix process, marketers need to plan how to measure outcomes at every element. This will allow marketers to keep their progresses on track and fulfill necessary adjustment. On the other hand, marketers can report outcome and good plans in the future. So, all these contribute to the organization’s goal.

Winina Tan's comment, May 9, 2013 6:44 PM
a very nice article showing the steps on how to create a effective marketing communication mix. but one must also consider on how to correctly and effectively implement this strategy to gain the most profitable and advantageous outcome. reflecting and evaluating how one strategy had progressed and seeing if the marketing strategy needs to be changed or altered for a more desirable outcome should be a process as well.
Sashika's comment, May 9, 2013 9:21 PM
Ryan makes a good point, that by making customers understand marketers, they can create value for them. This is very true, when the marketer is able to make the customer believe what they want them to believe about a product, then a customer is able to find value in the product of service. However, it is not just a case of making cusotmers believe what you want them to , it is believing in the product yourself which leads to other believing in it too/
Jieyi Situ's comment, May 9, 2013 11:52 PM
The article shows the importance of the marketing communication mix strategy. Combining different marketing techniques is definitely more effective than only using one technique as a strategy. As a result, developing an effective marketing communications mix is necessary for business.
Rescooped by Connie Guan from IMC Integrated Marketing Communication!

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter | The Communication Mix |
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] (RT @lorilewis: Customers Are More Likely To Trust, Buy (Listen To #Radio) From Brands Who Use Social Media INFOGRAPHIC

Via Dr. Susan Bainbridge, Becky Norman, Nick Moxon
Connie Guan's insight:

There is not any shortcut when the customers come to exact loyalty. The social media is either a conversation starting tool, or a reputations mechanism. This will be an art rather than science.


Treating people well would be amazingly surprised. People are not just regarding perceiving society matters, but to the “potential person” you would not realize to treat well before. So they should be the most engaged and loyal followers.Marketers need to learn embrace everyone in the media. They should not think about “petty fights”, which are cutting off negative audiences from the “network”.

Tiffany Tang's comment, September 26, 2013 8:07 AM
i think this is a very good article to read with. some companies however still choose to ignore the evolution on online activity and choose to go through the traditional streams of communicating with there target audience. This might let the company reduce the amount of profit.On the other hand if the company use the social media to promo their product this will largely give a big advantage for the company.
Anna Kong's comment, September 26, 2013 9:26 PM
i agree with you jianwang this article is interesting and it does point out the vital connections between branding and social media. well chose article.
Steven Chen's comment, September 26, 2013 9:33 PM
Good insight Lycoris. For me, I fit into one of the 18-34 demographic and I use social media every day. All the statistics in this article show that social media plays a significant role in brand engagement and I totally agreed with it. For me, I would like to engage with a brand that using a social media platform, especially if some of my friend a link to me on Facebook. One of the reason that I would like to trust brands who use social media is there are not just positive advertisements on the Facebook page but also different comments I can read. And I also agree with Lycoris’s point that social media is a powerful tool. It is an effective and cheap platform for brand to engage with people, but it is hard to control. For brand, this could be a negative issue because when things go wrong, it is really hard to control how people saying on the social media so there is no way to hide the truth. And for customers, this could be a good issue because we knew if something goes wrong, we will see news on social media.