The Communication Mix, IMC programme planning Strategy, Direct Marketing
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Rescooped by Duncan Robertson from IMC: Creative Strategy and Tactics & Media Plannning and Strategy!

Selectabase: Business & Consumer Data Lists, Data Cleaning Company and DIY Direct Marketing Sales

Selectabase: Business & Consumer Data Lists, Data Cleaning Company and DIY Direct Marketing Sales | The Communication Mix, IMC programme planning Strategy, Direct Marketing |
Selectabase apply best practice in supplying Business & consumer data lists, lists & marketing packages, TPS checking tools & list cleaning services

Via Deveshnee Moodley
Duncan Robertson's insight:

This article is great as it goes into depth of direct marketing. Knowing of these advantages will help strategically construct a IMC programme. This because it will increase your company's brand equity which is what everyone wants in their business.By going through different types of direct marketing will test every aspect of it in order for you to get the success you want.

Bronson Lester's comment, September 26, 2013 5:14 PM
As both Duncan and Andre have touched on is the point of relationship building in any type of industry this is how you create strong bond with suppliers and distributors thus giving you an important advantage over your competition.
Danielle Petersen's comment, September 26, 2013 8:15 PM
@David Shin, I like how you pointed out that particular sentence from the article, I too agree that that is a key sentence throughout the article. I agree that direct marketing is useful and in your case it allows you to have real time feedback from your customers and able to build individual relationships with them as by getting a response from you, they will feel like they are being listened to.
Lily Tran's comment, September 27, 2013 12:00 AM
@David Shin, I like how youve summarized this article and have pointed out the important parts and shared your view and relating it to reality. You've made it short and simple, on the other hand the article is very interesting as each point provided including relationship building! are all very important and sometimes left out
Rescooped by Duncan Robertson from Direct Marketing and IMC!

Craft Beer Marketing: 4 Things To Remember - The Art Of Small Business

Craft Beer Marketing: 4 Things To Remember - The Art Of Small Business | The Communication Mix, IMC programme planning Strategy, Direct Marketing |
There is now a renaissance in microbreweries and boutique beverages. Here're craft beer marketing tips to get you a piece of the action!

Via Callum Sweeney
Duncan Robertson's insight:
Even though this article focuses solely on direct marketing for craft beer - the aspects of this still can be applied to other innovations or new brands people would like to create. This is only direct marketing at a small scale but an effective way of doing direct marketing. The tips throughout this article should be considered in any business just to give them that further push down the line for success. These days a lot of businesses use social media sites such as Facebook & Twitter for direct marketing but the ways that the author has illustrated direct marketing just shows that there are easy and simple ways of directing marketing other then social media websites. I definitely would not recommend to reply on just these 4 tips but they are just giving companies a headstart to get their brands/products out in the global market.
Victoria Sweeney's comment, May 9, 2013 12:53 AM
This article could be related very easily to other areas of business, other than just craft beers. I think that the tips that are listed in here are could be really helpful to other small business owners in different markets. Many small business owners tend to just go to social media to do their marketing, so this is a good article to broaden their horizons when it comes to marketing
Zeisha Amy Flavell's comment, May 9, 2013 4:47 AM
I agree with Victoria. This article isn't only useful to just craft beer, but to other companies. Each tip listed in this article can be interpreted to t help any other business and product. All of these tips are important to keep in mind when in a business, but I don't not believe that these tips are enough to be reliant on
Andre Zareian's comment, September 24, 2013 10:04 PM
I agree with duncan, the article suggest other important methods of direct marketing. Using e-mails, and social media is not the only way of direct marketing. In fact using multiple methods of direct marketing could further increase consaumer engagement and awareness which builds brand equity. I agree with duncan that these 4 methods should be used in addition to other direct marketing techniques such as direct mail, e-mail, and social media. Depending on the type of product being communicated will also have an impact of what direct marketing techniques that should be used.

3 Ways to Use Social Media to Increase Sales Productivity - Business 2 Community

3 Ways to Use Social Media to Increase Sales Productivity - Business 2 Community | The Communication Mix, IMC programme planning Strategy, Direct Marketing |

Via Duchon Filipo
Duncan Robertson's insight:

This article points out three ways to use social media to increase sales productivity. These are:


1) Use social media to verify your leads

2) Follow your leads

3) Find the best customers


These three points do give you a great advantage if used correctly but will not cover the whole of the communication mix. Even though social media is a huge source that everybody uses today, not all brands use the same social media website. Different businesses/companies will use different social sites but keeping an eye on all these types of sites would be handy but can be a handfull at the same time.



Andre Zareian's comment, September 24, 2013 10:25 PM
In response to Duncan, this is a concise article detailing the 3 main steps to generate online communication with the impact of increasing sales. I agree that the steps are crucial in generating productivity and sales, however as duncan had suggested the article does not consider which type of social media medium to use. There are many types of social media and it is important that communication is broad, therefore communicating through multiple social media sites will allow for an increased awareness which will generate more sales.
Lora.Waqabitu's comment, September 25, 2013 7:49 PM
I agree with both of you Georgia and Duchon in the fact picking the right SMP is important and that article doesn’t really talk about it. I think that retail stores are better off using Instagram because they can show their line more and connect and see what their consumers are liking and wearing. I agree that it can increase sales but it can also tell you from where most people are connecting from whether it is facebook or twitter etc.
Sahil's comment, September 26, 2013 6:38 AM
Choice is the word that comes to mind when I read this article and as Duncan said companies need to find out where they fit in. Now-days it’s where you can interact with your desired target audience that is the true measure of success. Generating relevance with your message and choosing a social media outlet to display that message will yield more substantial results an example would be placing your local dairy on pinterest. Yes they are using social media but in retrospect nobody would care about what they put up as their customers would benefit form something more local and pinterest quite simply does not fit their theme.
Scooped by Duncan Robertson!

What is direct marketing, anyway

What is direct marketing, anyway | The Communication Mix, IMC programme planning Strategy, Direct Marketing |
As touchpoints and technologies evolve, so does the definition of direct marketing.
Duncan Robertson's insight:

Directing a message to your potential customer have so many benefits and advantages for your company. Over the years direct marketing has changed from being mails to being all over your laptop/computer. A lot of people don't want direct mail these days as they contain so much more information then social media (magazines) and they are harder to dispose - emails you can click one button and they are gone. Benifits that direct marketing can bring upon create customer loyalty, engagement with your consumers may increase which will determine the performance of your business to an extent. This shows that the use of direct marketing is vital in order to gain some reputation and build your business/company. This article just talks about the simple characteristics of direct marketing and how people may use them.

Linda Huynh's comment, September 26, 2013 1:58 PM
@Chen Sun - Everyone has their own opinions and one views on this, so why would people's perspective be any different? I mean, this article is a perfect example of explaining. I do agree with the author though, targeting a specific audience is always an effective way, tradition as it may be, but it still works wonder when it comes to direct marketing.
Sean Peh's comment, September 26, 2013 7:59 PM
I feel that the author of this article has the same thinking as I do, direct marketing is not simply direct mail or some sort it is more of talking to customers or specific target market literally with relevancy. This helps gather data of the target market and improve those communications over time.
Thapthim (Thim) Phithak's curator insight, September 26, 2013 10:05 PM

Different people have different opinions, however i agree with this author opinion. i believe that direct marketing is to do interactions with targeted customer , improving communications and building customers engagement and loyalty which will lead to increase in marketing and sales. 

Rescooped by Duncan Robertson from Direct Marketing and IMC programme planning!

How NFC Could Revitalize Direct Marketing

How NFC Could Revitalize Direct Marketing | The Communication Mix, IMC programme planning Strategy, Direct Marketing |
Near field communication (NFC) is a relatively new technology that has the potential to revitalize the direct mail marketing sector.  It enables marketers to deliver content via an embedded NFC chip

Via Lauren-Elsa Grigor
Duncan Robertson's insight:

This article shows the impact of QR codes and NFC chips and how effectively they are being used worldwide. This is a type of channel that people are using and QR Codes is a real creative way of getting customers more involved with their products. NFC is still rising over time - there are marketers using it but there is only a small percentage of them and they are just using the NFC at its early stages. This is a great way to show how creative media can be in order to plan your IMC Campaign.

Tibor Napan's comment, May 9, 2013 4:25 PM
I agree with you here Lauren, there is a fine line that brands should not cross when it comes to irritating their consumers, but in saying that I think these new improvements in technologies are great and exciting...until i think of how annoyed I will be after the hype of a cool new technology wears off and the ads start flowing in
Rosie Ioane Mulipola's curator insight, May 9, 2013 6:50 PM

This article is interesting because it explains how NFC technology or the Near Field Communication has been around since the early 1980's and is coming into more use today then QR codes where people use their smartphone cameras to scan a barcode. The NFC is on the rise as a marketing tool but is said to not yet be pervasive. This tool is an opportunity to build a digital bridge for consumers that eliminates the need for consumers to take multiple steps to reach content online. In other word this NFC tool can take them directly to the source instead of going through different channels to get to where they want.Marketers who are early adopters of this technology can consider themselves different from their competitors in a sense that they can develop analytics around the technology. This in turn provides them with a major strategic advantage. Another interesting fact about this NFC technology is that it gives marketers a new way to connect the physical and digital gap. This technology offers unprecedented opportunitites to brands that want to uphold a tech-savy image while also being able to deliver valuable offers .

Andre Zareian's comment, September 24, 2013 10:17 PM
In response to Duncan, the article describes the different media integration techniques. The use of QR codes and NFC has been effective and is increasing in popularity. By having a QR code it allows the consumer to engage further with what the product offers and its unique benefits. By having sufficient detailed information through QR codes it allows the consumer to understand more about the product with ease. I agree that the NFC method is much easier to use as we have seen lately in New Zealand with the Pay wave system on debit cards. It is much faster and effective. When using NFC for marketing terms the ability to contact a consumer within a certain range is easier than scanning and attracts those consumers which wouldn't necessarilly scan a QR code. Great article