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Make the Most of Holiday Marketing: Five Things Online Retailers Should Do Now

Make the Most of Holiday Marketing: Five Things Online Retailers Should Do Now | Milestone 2 |


Every year, your stakes are at their highest during the holiday season. This year, with the US economy still in recovery, retailers got some encouraging news from Chicago consumer retail research company ShopperTrak: For the 2012 holiday shopping season, retail sales are expected to increase 3.3% from last year, and a good chunk of that increase will come from online retail.

Every retailer wants to maximize the influx of shoppers at this time of year, and those that sell online have more opportunities than ever before to convert website visitors into buyers. Cyber Monday is becoming as much of a tradition as Black Friday. Holiday deals and discounts, such as free shipping and special coupons for program members proved especially attractive to online shoppers last year.

But what else can retailers do to boost sales online? And how do retailers keep these shoppers coming back when the holidays are over?


Here are 5 things online retails should do now ... 


Sienna Jang's insight:

As the online shopping has now become common way to purchase product, there are some actions that retailers should take, in order to boost sales. This articles gives some tips for that. Firstly, knowing the time to prepare for the holidays. Retailers need to prepare deals and offerings to catch shoppers' attention, before holiday seasons to increae sales and get profit out of it. Second, oline website should have many information on the webpage to reduce shoppers' anxiety at every point. To do that, they need  ensure the customers' shopping is processing safely, there should be checkout information, shipping details, return policies etc. Third, international shipping. Now it's time for more broaden business by shipping world wide. Fourth, be aware of any cultural or social matter. So it won't offend any other shoppers from different culture.


Michelle Kim's comment, September 26, 2013 10:19 AM
@Sienna Jang
This is a very good article of what actions that retailers should take as you have said, it is very important to know the timing, deals, offers to catch shoppers attention and information on website for essay shopping for shoppers. But in my opinion before knowing and learning these, knowing customer purchase behavior is more important for the retailers for success in their business.
Kevin yau's comment, September 26, 2013 7:51 PM
@Sienna Jang
You have made a good point about what the retailers have to do in order to increase their sales. Also i agree that online shopping is getting bigger everyday. I think as the development of online shopping is getting more popular, one day online shopping might even take over the retail markets. After that, i strongly agree with the third point that you have said in your insight. Because i think company should really consider to expend their business into many countries because of the technology nowadays, things are easier.
Rescooped by Sienna Jang from IMC: Creative Strategy and Tactics & Media Plannning and Strategy!

ABC's of IMC: Media Strategy

ABC's of IMC: Media Strategy | Milestone 2 |

Via Deveshnee Moodley
Sienna Jang's insight:

Actually it was quite hard to find an exact subject about week seven, but this article gives the clear process and information of developing the media plan within the IMC planning process. The article says having the thorough marketing straegic plan helps to solve several marketing problems, for example identifying the best market segments and building marketing strategies. Then for the next step, the creative strategic plan is required to determine what media should be used to approach consumers. It depends on the characteristic of brand and what message they want to deliver to consumers. So, to survive in competitive market, they have to be able to use various mass media.

Michelle Kim's comment, September 25, 2013 4:05 AM
@Sienna Jang
I agree with you that this is a good article to learn and it gives clear process and information of developing the media plan within the IMC planning process. it also tells us importance in media planning and strategy with the formulas which helps in learning of target markets geographically. I also agree with your points how to survive in market industry, because markets and trends are always changing, therefore the company needs to adapt their marketing efforts at right time.
Kevin yau's comment, September 26, 2013 8:03 PM
@Sienna Jang
This article shows a clear picture of what IMC. It is very detail but it is quite hard for me to understand the content when i was reading the first time. I agree that the a good media strategy will help create more brand awareness and brand equity.
Thapthim (Thim) Phithak's curator insight, September 26, 2013 10:04 PM

The article is about media planning and strategy, I really enjoy reading this article and i find it very helpful. This article provides definitions to the terminologies that are involved in this exercise. The model gives a clear guidelines for developing media plan. 

Rescooped by Sienna Jang from consumer engagement!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 |
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 shahd saif
Sienna Jang's insight:

This article provides a clear explanation about what is communication mix and how to use it effectively. According to this article, marketing communication mix helps to attract wide range of customers, raising awareness and running sustained purchases of brand’s product. The author offers four ways to conduct this more efficiently. First, the brand has to identify target consumers, such as age, buying habits and other behavior, by survey or research. Second, they have to choose one main communication channel in accordance with their audience. For example, online boutique websites main channel would be online media like Facebook. Third, they have to estimate affordability to make profit. Lastly, measuring is important to know to evaluate if they are going to the right way.

Michelle Kim's comment, September 24, 2013 6:33 AM
@Sienna Jang
I agree with you that this article providing informations about marketing communication mix helps to attract wide range of customers. This author not only offers four ways to conduct this more efficiently, it also states the importance of choosing a channel based upon what the marketer is offering. Cost estimating is also important, no matter the budget or size of the company.
Kevin yau's comment, September 26, 2013 8:17 PM
@Sienna Jang
This article is a really good article that explained about communication mix. With an effective communication mix, it helps the company to communicate with the consumers. It means to make a bigger profit to the company.
Rescooped by Sienna Jang from Social Media Strategies!

3 Skills Needed To Be A Successful Social Media Manager

3 Skills Needed To Be A Successful Social Media Manager | Milestone 2 |
Social media is a complex mix of communication. It’s lots of different people with differences in personality, emotions, generations, needs, expectations, careers, backgrounds, and cultures.

Via Ivo Nový
Sienna Jang's insight:

This article is very interesting, it sees social media as a complex of mix communication, and also it suggest some requirements to be a successful social media leader. According to this article, there are three kills needed to be a capable social media manager. First, people skill. Generally social media is considered as indirect communication, but it's actually not different with real society. You have to know how to deal with people,  like how to response and take an action when you deal with customers. Second skill is generational fluency. Most of people who is using social media is young generation. Therefore, you need to have a sense of youth culture and use social media within the interest of young people. Last skill is personality, which i strongly agree. In order to be a successful social media manager, the managers have to be creative and resourceful, humorous and flexible..

Rui Dong (1248713)'s comment, September 24, 2013 11:59 PM
Thanks JiaLe, this is a very vividly article. The reason just has one because I want to be a successful social media manager. Hahhhh I think you too. Because we are both studying marketing major and this is we must study. So thanks for you choose this article. Ok…. This article shows us 3 skills could help us to be good manager. Its including social media foremost requires people skills; social media manager must know who their audience and need to be creative and resourceful adventurous. I’m very like this article but I know this is not enough to be successful. So let’s hard to study together.
Michelle Kim's comment, September 26, 2013 10:04 AM
@Sienna Jang
I totally agree with you opinion about social media is not much different between society. You have said that social media is for young generation but i think lot of people from age 40 to 60 are using social media as well. i think that you have a good points of the managers have to be creative and resourceful , humorous and flexible to be successful social media manager.
Kevin yau's comment, September 26, 2013 8:00 PM
@Sienna Jang
I think social media is really a complex mix of communication. It requires a lot of skills for those people who want to leaders of social media. And there are some tips provided to help people to understand this point and i think this is very helpful. I agree withe you that about the users of social media are young people and they are the group that need to be more focusing on.
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Milestone 2 |
Sienna Jang's insight:

This article explains what role does the direct marketing play in modern society. As the development of social media, direct marketing is often considered as dead marketing strategy. However, it could be efficient depends on the target audience of brand. It creats phisical connection with consumers and the article shows that the possibility of opening a direct mail is higher than the possibility of opening an e-mail. Also, there are some mails that consumers want to receieve directly like finalcial service, insurance or health condition information. Therefore, when it comes to marketing the company will have to find a more effective way to appeal to their target market.

Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.