Week 6 Creating an effective marketing mix & Milestone two
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Direct Marketing and Consumer Engagement

Direct Marketing and Consumer Engagement | Week 6 Creating an effective marketing mix & 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.

Via Gaia Adni
Bronson Lester's insight:

This article looks at the relevance of social media in marketing and how important it is to engage your consumer. The article talks about the way marketers are able to reach more and more consumers directly and on more of a personal level through this medium. Direct marketing in the past was difficult to portray to many people where as with the development of social media and the way marketers can use it direct marketing is now also a part of mass marketing as your are able to target groups of people with much more ease and also less effort. This article really looks at the importance of direct marketing and consumer engament through social media and its also points out that social media has past the date where if it was a fad it would have been finished. Social media could possible be the way for many business to focus their attention on if they want to get the message across the their consumer.

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David Blomfield's comment, September 26, 2013 10:35 PM
This is a great article and looks at the impact of social media on direct marketing. Direct Marketing is effective because it allows marketers to strengthen their relationship with consumers as well as getting feedback about their product. Not only is it becoming more and more popular as a marketing tool but it is also relatively cheap to use.
Alex Wang's comment, September 26, 2013 10:36 PM
I like the example you used, Florence. It is always so crucial to have interaction with customers. Through the communications, customers would think they are considered as a member of the societies. And getting customers involved, they will become more loyalty to the brand.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:45 PM
I agree with you Sean, i believed that direct marketing works best. I feel that receiving emails and texts are not that engaging compare to personal selling. When you market you products or brand directly to the consumers, you can connect to your consumers emotionally and engage to them better.
Rescooped by Bronson Lester from Week 6; Creating an effective communication mix, Measuring results against objectives
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Week 6 Creating an effective marketing 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 ...

Via Jillian Hor Maelynn
Bronson Lester's insight:

This artilce looks at the different steps a business should use to measure the results against the objectives that have been set out for them. The four steps pointed out in this article are Target customers, communicstion channels, cost estimates and mesuring. The final step of measuring is one that will happen over and over again because everytime you change something you will need to begin these steps again. The measuring also gives the company an idea of how they are doing in sight of there goals. the article is short but sweet and explains very easily how important this area of marketing is.

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by Bronson Lester from The power of ideas; integration across all media
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Week 6 Creating an effective marketing mix & Milestone two | Scoop.it

The following are four examples of integrated marketing campaigns that have been executed by Kraft Foods, Popeyes, and Dickies. Each of the campaigns has the same look and feel online as they do offline. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.


Via Mele Tauveli
Bronson Lester's insight:

This article looks at the way four companies have integrated there online and offline marketing plans and shows that if the message is portrayed across all forms of media the same it helps with the integration. This article looks at four different business explains the different channels they have used to portray this message through the use of consumer incentives, cinema, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. All four businesses have used social media to find consumers who use their products and use them as the spokes people. I think this is a great incentive for consumers to voice their opinion and also shows that the companies have used real people to relay the message.

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Mele Tauveli's curator insight, September 26, 2013 8:10 PM

I think that the above article is a great example of how much power a company can have through its integration of ideas and integration across all media. I like it how the article shows the way integrated marketing campaigns have been executed by Kraft Foods, Popeyes, and Dickies. I find it interesting how the above campaigns have used a variety of media such as, TV ads, online (internet), print ads, and through microsite. I think that the way these campaigns have executed their campaign across all media is clever as it allowed them to gain loyal consumers and other positive reasons.

Norman Vaz's curator insight, September 26, 2013 9:19 PM

This article was very interesting it explains how the integration of marketing campaigns can create success specially with big multi-national companies. For example Kraft Foods is joining with hunger relief organization Feeding America to kick off “Huddle to Fight Hunger,” 'an integrated marketing campaign with the goal of donating at least 20 million meals' and it used consumer incentives, cinemas, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. 

Ahmed Salman's comment, September 26, 2013 9:32 PM
i Agree with your insight terry. i like this article and its 4 examples and uses of mass.