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Rescooped by Kier Segui from Direct Marketing and Consumer Engagement!

Infographic: Are You in a Committed Relationship with Your Customers? - Direct Marketing News

Infographic: Are You in a Committed Relationship with Your Customers? - Direct Marketing News | Milestone 2 |
Direct Marketing News
Infographic: Are You in a Committed Relationship with Your Customers?
Direct Marketing News
Acquisition and retention aren't the only marketing opposites that attract.

Via Sian Arthur
Kier Segui's insight:

[Week 8 - Direct Marketing and Consumer Engagement]


This article is about marketers being in committed relationships with their customers. It provides facts and insights about the current trends of the importance of building lasting and meaningful relationships with customers that will be beneficial for both parties. The goal of any marketer building a relationship with their customer is to gain value from them and provide them value as well. However the article states that 44% of marketers list customer aquisition as their main focus and only 16% list customer retention. This means that most marketers want new customers but aren't too fussed about keeping their current ones. However it also states that 70% of marketers viewed customer retention as being cheaper than aquiring new ones. This suggests that the trends are matching up. I believe that this article presents a good perspective on how marketers should focus on building committed relationships with their customers instead of just trying to get new ones. After all the statistics suggest that retaining current customers is cheaper. Plus building a good relationship will generate customer loyalty which in turn provides value.

Olivia Bromley's curator insight, September 25, 2013 11:30 PM

This article was a good read as it described the relationship between companies and its customers as a personal, affectionate one. This was a good metaphor as companies need to stay interested and committed to each customer just like in any other relationship. When a company has gained a loyal customer they cannot just give up and more on to the next potential customer, they need to stay connected with each person in order to keep them loyal. They can do this by sending frequent promotional emails, or reward them for their loyalty to the brand/company. This article states that there needs to be a balance between bringing in new customers and maintaining the old once as both are equally important to stay successful.

MARTIN LEE's comment, September 26, 2013 2:33 AM
Nice article with some great statistics on how companies view their relationships with their customers. It is a mutual relationship and value can be generated on both sides in this two-way relationship. Article highlights the intention to acquire new customers as the main focus for customers as opposed to retention. However, 70% of marketers agree it is cheaper to retain customers than acquire new ones. So why don't more companies spend more on retention? Competition in the marketplace is a reasoning that comes to mind. Author does well to sell both sides of the equation, informative and well presented info graph.
Calvin Romeo's comment, September 26, 2013 3:48 AM
Awesome article here Kier I always believed that the relationship that customer have with any business is extremely important not only for their own success but also the possibility to attract new costumers. However I did not know that there was such a high percentage to marketers that agreed it was a lot cheaper to retain existing customers rather than to attract new ones. I do see where they are coming from though as existing customers already are aware off the business and know how they work compared to trying to get new customers where the business need to worry not only where they customer are, then to find out effective ways to communicate with them with what they offer and so on.
Rescooped by Kier Segui from The power of ideas; integration across all media.!

Email Marketing and Social Media Integration: 3 Great Examples

Email Marketing and Social Media Integration: 3 Great Examples | Milestone 2 |

Very often, brands do not integrate their email marketing and social media strategies, beyond including social sharing icons in their emails, but it is one of the smartest things a marketer can do.

Via Peggy Yao
Kier Segui's insight:

[Week 7 - The Power of Ideas; Integrated Marketing Across All Media]


This article is very interesting as it gives insight into what brands should do to create a strong promotional mix between email marketing and social media. Email marketing has been around for quiet sometime, it arrives in our inboxes everyday and we never take notice of it. Sometimes however we do get curious and decide to open the email. This is when email marketing and social media integration can take full effect. Most brands use email marketing to promote products, special events or to create brand awareness in general. They include social media icon links in these emails but fail to make them noticable. For example in the article it states most social media icons present in marketing emails are either in the header or the footer which dramatically reduces the noticability of the icons. However by integrating the icons in the email in some inventive way it creates a sort of attention-grabbing power not previously present in the social media icons. The benefit of integrating social media in email marketing is that most people these days are on social media sites such as Facebook, Twitter, Instagram, etc. The advantage of making social media icons more noticable is that recipients of the email will then be able to share it on their social media sites creating a larger market. In a way its like free marketing for the brand without hassle or work of doing it. 

Peggy Yao's curator insight, September 13, 2013 6:09 AM

Connecting with each other (social media), the article has emphasis the connection between email and social media channel. Don’t be shy to show your social media icons on the email. Why it is important to show your social media icons? 

Brand awareness – let consumers explore your brand, we all know what social media benefit is for marketers, it reaches large amount of audiences. From consumer simple click on it social media, it might be spread over 30 peoples page. So what is the reason we don’t promote our social media?

The article has also mention there is a lot of emails send to consumers is not only because they want to offer you the products, they might aim to build up brand equity instead such as the example of  Innocent website. Other great example that Amy Birch has mention is from the retail business. I totally agree that different social media represented a unique feature of it platform. It is a great idea to show different social media icon in email so that consumer can access easily and also selecting the content they want. For instance consumer will go instegram for visual content message and youtube your video.

This is only one example of integration email and social media, whereas, between social media each other is also crucial to have URL or links to access to different social platform, it will benefit increase communication effectiveness and also enlarge the power of integration.    

Calvin Romeo's comment, September 25, 2013 5:12 AM
I like the article that you have found here as it provides quite good examples of integrated marketing techniques used more specifically email and social media integration. My personal beliefs on email marketing is that it is slowly becoming ineffective as now days with improved software with email’s users have a numerous option to send random emails straight to their trash folders. Another issue that possibly could pop up with email marketing is users maybe vary off opening unidentified email in to avoid the risk off getting viruses. However social media integration seems to be a great idea based on the share amount off consumers businesses could reach.
MARTIN LEE's comment, September 26, 2013 1:16 AM
Great article which demonstrates the various channels that can effectively be used to communicate. Integrating all these ideas can increase the reach and number of consumers you can potentially engage. Literature suggests that marketers use digital media to engage the youth. The youth is the future of your sales. As you can see, it is important for marketers to consider media plans in depth, across all platforms and touch points. This includes phone, internet, television etc. Marketers here need to realise that different communication options have different strengths and can accomplish different objectives.
Rescooped by Kier Segui from Milestone 3: Effective Communication, Integration across media and Direct Marketing!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Milestone 2 |
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
Kier Segui's insight:

[Week 6 - Creating an Effective Communication Mix. Measuring Results against Objectives]


This article provides instructions for developing an effective marketing communications mix. Marketing communications is the 'Promotional' aspect of the marketing mix which means it can be anything that promotes the actual product or service, such as TV advertising, etc. There are 5 proposed important steps presented in this article which are:


1. Identify your target audiences

2. Create your key message points

3. Identify your apertures

4. Write your plan

5. Identify your tactics


These 5 steps are said to be instructions neccessary for developing an effective marketing communication mix. The first is very obvious as you need to have a target audience in which the promotions will be directed at. The second step is defining your key message points, which is basically the message/messages you want to communicate with your target audience. I believe and agree with the articles suggestion of this step being the most important. This is because you need to have the correct messages which promote your product well and show the advantages of having that product. In saying this it is evident to also have key messages that are appropriate for your target audience. Step 3 is identifying apertures. This is basically the channels of communication in which you can send your key messages. For example the article states that if you were promoting classroom materials as your product, the best place to promote it is in the classroom itself where the teachers and students will easily see it. Writing your plan is the next step which involves developing your strategy that will allow you to execute your marketing communications mix. Parameters need to be set here so that you can measure the effectiveness of your mix. The last and final step is identifying your tactics. This requires that you align your strategies and apertures with the techniques that best suit your target audience. 


This article provides a general guideline to developing an effective marketing mix. It's simple and straight to the point and any marketing student or marketer can identify with these instructions. The only aspect I believe is missing is the ability to measure the actual effectiveness of the marketing mix created with these instructions. Maybe a guideline on how to develop a measuring system is needed.

Elaine Li's comment, September 27, 2013 1:07 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 9:48 AM
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 12:10 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.

Rescooped by Kier Segui from Direct marketing and consumer engagement!

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 | Milestone 2 |

Via Jessie Joseph
Kier Segui's insight:

[Week 8 - Direct Marketing and Consumer Engagement]


This article talks about the importance of direct marketers choosing the right channel for advertising that is suitable for the target consumer rather than using a channel that is popular or 'hot' at the moment. Direct marketing involves marketers directly marketing to the consumer whether it be face to face, email or direct mail. The article states that most of today's direct marketers are missing the the most important mark for a successful campaign suggesting that email is still the most preferred channel of direct marketing. 


Marketers and consumers also view engagement differently. The article states that around 80% of consumers read email alerts or updates on special deals from advertisers but only 52% of marketing executives measure engagement based on open rates of email alerts and updates on special deals. This shows that there is a large gap between the perspective of the marketer and the consumer when viewing engagement. Consumers could very well be attracted to those marketing emails but marketing executives maybe reducing budgets and focus on those emails due to their personal view of consumers not being engaged with their marketing emails. This will cause marketers a huge loss in possible clients and sales. Engagement however is constantly changing, therefore the figures presented in this article could easily be outdated and the perspectives of consumers and marketers on engagement may have already changed.


The articles last point is that all marketing channels have their place. I fully agree with this section as all marketing channels have different strengths and weaknesses and each channel is suitable for a specific situation. Just because research has proven that email marketing is the most effective channel for direct marketing, it doesn't neccessarily mean its the most effective for all situations. The target market, the product being promoted and the behaviours of the consumers must all be taken into account. It also states an important point that at times marketers get caught up in all the new technologies and new fads that they forget what the consumer actually wants. What the consumer wants is what direct marketing should aim to satisfy.

Sheenal Prakash's comment, September 26, 2013 11:20 PM
marketers need to distinguish between the products which consumers need like basic needs and the product which the consumers want because the product that they want are going to be the products they pay more attention to and will likely be willing to pay more for a product they want rather than need because it has more emotional attachments
Holly Adams's comment, September 27, 2013 12:03 AM
@yuhang. Very good article! Thought it was a interesting read and had some great points. Customers will always find a way to get what they 'want' often by trying to convince them selves it is what they 'need' therefore blurring those two line. Often we see advertising talking about a new product that everyone needs when in fact people would be absolutely fine without it. Hear over and over again (whether on tv, radio or billboards) will eventually start to see the reasons they NEED it that product. A prime example of this is the iPod, 20 years ago there was absolutely no need to have music with you all day long, and people were find with this. However know it is a belief that people NEED the iPod so they can listen to music any time they please. They have changed a want into a need for everyone, aka great marketing!
Shichi Zhong's curator insight, May 14, 2014 12:30 AM

The article explains how a brand and consumers have a mis-communication and what it could lead to. Many companies believe that what's popular can represent the right thing to do. However, sometimes it is not what customer want. Companies often miss the chord and find the traditional ways of marketing old fashioned and always try to rope in new ways of marketing. They only think about the product/service from their opinions but not from customer's feeling and behaviors. They try to adjust with the modern world but forget the most important thing- customer relationship or customer value. In doing so, they do not pay heed to what customers actually want which creates differences or mis-communication between customers and brands. Since the arrow doesn’t hit the mark, the invested capital may get wasted. If a company is able to deliver results just as the consumers need with a blend of traditional as well as modern ways then it inevitably achieves its goals. Understanding a consumer's demands is therefore needed for a company to walk on the path of success.

Rescooped by Kier Segui from Week 7 - The Power of Ideas, integration across all media!

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 |
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Matilda Alisi
Kier Segui's insight:

[Week 7 - The Power of Ideas; Integration Across All Media]


This article presents the idea that mass media and creating brand awareness is no longer the dominant of marketing. Instead integrating through multiple channels (known as integrated marketing) is the new dominant form of marketing. It is said in the article that in present days that consumers don't really trust advertising but rather trust the words of friends or other consumers who have tried the product/service they are interested in. Recommendations from friends are said to be more valuable than any other source. This in turn suggests that the consumer, not the brand, is actually in the driving seat of a product. This article focuses on the idea of digital marketing, supposedly the future of marketing channels. This idea of digital marketing is very appropriate in the present times as most people own some form of digital device, eg TV, laptop (internet), smartphones, etc. All these products can receive digital marketing. The article also states that in today's world,  marketing integration is essentially creating core creative ideas that can be adapted across every medium. The idea of creating just one core idea that can be adapted into different channels means that marketing can be more efficient and integrated. The same core idea remains in the advertisement, but the advertisement can be altered to suit the channel it will be used in and the target market it is for. This creates a unified marketing approach for a brand and at the same time allowing them to cover all forms of promotional channels.

Jae Woo Park's comment, September 25, 2013 11:36 PM
Jessie! This is great article. This article gives clear understanding about power of integration has influenced IMC through many Media. According to this article, integration involves integrated media, creative and teams. Nowadays, a lot of company use integrated media, it creates a lot of opportunities for advertising and promoting product lines and business performance and also is creating core creative ideas which is related with marketing strategies positively.
MARTIN LEE's comment, September 26, 2013 2:17 AM
Good article here with sound advice. Main part that stood out for me was the section on the integration of creativity and messaging. The author provides a great insight into attempting to use the same blend of creativity and messages for all forms of media channels. Author does well to highlight this potential trap for green marketers. You bring up the most important point of being able to develop a core idea into different media channels though. This I think is the main theme of the article, contrasting the power of integration used effectively, versus using it inefficiently.
Calvin Romeo's comment, September 26, 2013 3:56 AM
I definitely think that this is a great article and if anyone is unfamiliar with the concept of integration that they should definitely consider to have a read off this article. The point that resonated with me the most is to be creative with it comes a company’s integrations strategies. I say this because these days with the amount off competition out there not only in every market but most industries as well companies need to do whatever they can to stand apart so that customers can recall their messages over their competitors. Having consistent messages across all channels off communications is an important step with it comes to integration.