Week 7 - The Power of Ideas, integration across all media
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Scooped by Matilda Alisi
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Week 7 - The Power of Ideas, integration across all media | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Matilda Alisi's insight:

This article talks about how direct marketing is more relevant than ever due to the growth of online interactions and social media, marketers are now able to connect with their consumers on a more personal level through blogs and tweets. And now with the evolving mobile marketing tools, marketers are able to stay connected with their consmers where ever they go, and keep them updated on their latest promotions, sales etc. With this new and improved way of direct marketing marketers are able to gain feedback from consumers on what motivates them to buy products or how they would like products to be modified for their requirements. With this data if used effectively will enable the marketers through direct marketing to develop and enhance emotional bonds with their customers(individual or group). Integration across all media if done correctly could be very effective.

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Week 7 - The Power of Ideas, integration across all media | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Matilda Alisi's insight:

This article by David Bonthrone talks about the power of integration. It also mentions that consumers highly value recommendations from friends more than any other source when it comes to making a decision on what to purchase. Which according to David means that advertising is no longer trusted. This puts the consumers in the driving seat rather than the brand. David mentions key elements to build brand value besides just increasing awareness from mass media, these key elements are within the purchase funnel such as 'considering trial', increasing retention' and 'improving brand loyalty' all in which are so that the same message is communicated across all multiple changes, ensuring the the brands message is consistent integration is essential. This article is very interesting and has very good points on integration and creativity.

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Matilda Alisi's comment, September 26, 2013 8:44 AM
jessie shi - i too scooped this article, it is interesting to read aye. Consumers nowadays rely heavily on word of mouth and will trust their friends opinion over a brands advertisement .I agree with this as i also ask my friends who have the products i want before purchasing it . Good article
Tegan Gutry's comment, September 26, 2013 4:35 PM
I used this article as well and yes i agree 100% about word of mouth advertising, as i myself do trust what my peers say and i do like to now research into my prospective purchases before making the initial buy.
Matt West's comment, September 26, 2013 5:14 PM
@Thomas, I too agree that the layout of the article's marketing stages was well laid out. I found the article really easy to understand and the concepts were communicated clearly.