Each year, the marketing landscape changes in many subtle ways and in a few not so subtle. This past year was no different. New technologies, new tools, new strategies and new tactics have emerged and some of them have become mainstream overnight.
So, with all of the changes, how is a marketer to know what to do and what not to do. Read the rest of this entry »
By Doc at ZDNet.com
It may seem counter intuitive, but Doc was not completely surprised to see that in the results of a new study on direct marketing, for certain types of products and services, young people in the 18-34 year old bracket prefer receiving 
messages by print.
The study, titled “Finding the Right Channel Combination: What Drives Channel Choice?” was conducted by ICOM, a division of Epsilon Targeting, and surveyed over 2500 U.S. and 2200 Canadian households and found that, when asked their preference, consumers prefer direct mail over online media for many types of marketing communications.
By the numbers, here are some of the key results from ICOM’s 2010 study of North American consumers’ marketing communication channel preferences:
For household and health products, the preference among 18-34 year-old Americans for receiving marketing information from offline sources led by mail and newspapers is 2 to 3 times greater than online sources such as social media.
Consumer preferences for offline versus online are: Product........................Offline......Online: Personal Care.....................62% 22% Food Products....................66% 23% Cleaning Products...............66% 20% OTC Medicine.....................53% 21% Sensitive Health Products.....46% 21% Prescription Medicine............45% 21%
Travel was the exception, where 18-34 year-old Americans preferred online to offline information by a 42% to 35% margin, however, insurance and financial services followed the overall trend, with the 18-34 age group preferring offline sources 43% to 21% and 44% to 19%, respectively.
The survey also indicated that consumers of all ages are finding postal mail more trustworthy these days. Information is more private if sent through the mail versus e-mail or online, according to 36% of US respondents and 38% of Canadian respondents.
So what did Doc learn from this report? That for certain types of information that is deemed either more personal or important, even young people have more trust in print marketing. Very interesting.
15 to 24 year olds are “highly receptive” to direct mail
According to Experian’s latest research, those aged between 15 and 24 are “highly receptive” to direct mail.
This younger generation are the demographic second most responsive to it, after those aged 65 and above.
The study claims that, although those aged between 15 and 24 spend much time on the internet, they still have a greater tendency to buy items in shops, as opposed to ordering online.
Experian says this is due to teenagers having a “want it now” attitude. However, another explanation could be that teenagers have less access to credit or debit cards than the older respondents.
Nigel Wilson, managing director of marketing information services at Experian, said: “Younger UK consumers will engage with offline and online channels not only to get the best price, but also get their hands on the products as quickly as possible after purchase.
“After researching items and price comparisons on the internet, they will then purchase from the high street rather than wait for delivery.
“This really emphasises the rise of the ‘I want it now generation’, who use a cross-channel approach to optimise their purchasing experience.”
Brand Identity is like a fingerprint. The value of a name is an extremely important asset of a business that depends on brand recognition to generate sales and build customer loyalty.
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Brand Identity Is Like A Fingerprint
The value of a name is an extremely important asset of a business that depends on brand recognition to generate sales and build customer loyalty. In the financial world it is such a crucial part of financial success that multimillion and billion dollar buyouts have been completed by Fortune 500 companies that were simply buying a company because the name had a great reputation with consumers. In some cases the name brand is worth more than the holdings of the company. That shows the tremendous value brand identity has with financial experts and business entrepreneurs. Read the rest of this entry »
Stress occurs in the daily life of everyone. Feeling frightened, unsure, worried, or angry are all stressors that in an ideal world would only occur occasionally when the body needed to react to a real threat. There are physical manifestations of stress that adapt the body to fight or flee in order to protect itself from harm. A stress management strategy that includes dealing with stress is important in order to remain free of the physical and psychological harm that happens to you when you feel stressed too much of the time. Read the rest of this entry »
With health problems and obesity in this country rising to epidemic levels, more and more people are looking for ways to change the way that they eat and, in so doing, improve their overall health. The connection between one’s diet and the likelihood that they will suffer from diseases such as diabetes and heart disease have been known for years, but their rising incidence has caused increased attention to be paid to these issues. It has never been clearer than it is now that the old trope you are what you eat is shockingly medically accurate. Read the rest of this entry »
Google to launch Groupon-like daily deals service – Direct Marketing News http://bit.ly/fzkMvd
AOL, Valassis partner on digital coupon channel – Direct Marketing News http://bit.ly/gRB7YV
