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Buying media is a specialized skill, which requires knowledge of your target clients, consumer behavior, the media, and the criteria used to measure the value of TV and radio programming. Advertising is any form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as direct mail, mobile messaging, email, website landing pages, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.A  Direct marketing messages are addressed directly to customers. ARC offers companies of all sizes an easy way to manage their printing needs without investing resources in a dedicated production department. Your company image, whether it is your business card, brochure, or presentation folder detailing your company services, should leave potential customers feeling confident in your product or service.
Target smartphone users by adding QR codes to your direct mail campaigns increasing direct response opportunities.
Integrate digital channels with traditional media to measure campaign effectiveness and increase ROI. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Implementing an integrated marketing communications strategy can provide a competitive advantage for your business. This strategy worked well a few years ago because targeting and smart advertising gave companies the edge over consumers with limited product knowledge.
What are you going to tell consumers that they don’t already know or cannot find out for themselves via an online product comparison site?
A consumer-controlled communication landscape has emerged with a faster dynamic consumer learning process. Don Schultz, Professor of Integrated Marketing Communications at Northwestern University suggests companies can coordinate their marketing resources and supply customers value-added information to create engagement and build long-term relationships.
Audience – a key ingredient is to use extensive data and analytics to understand your target segment. Brand – your product or service must have a unique selling proposition to provide a competitive advantage.

Content – with most competitors using the same linear marketing strategies targeting the same consumer segments, content can now become a point of competitive differentiation. Delivery – You then need to connect new digital media channels with traditional channels to create a push-pull system.
Traditional measurements systems do not work well with integrated marketing, but most companies have all the data and just need to align it. The customer experience now occurs during the interaction with your products, online channels, customer service and content.
With both know-how and innovation, we work closely with our clients to best achieve communication, branding & marketing goals. Professionally designed marketing materials will reinforce your customer’s decision to do business with you. Please download the latest version of the Google Chrome, Mozilla Firefox, Apple Safari, or Windows Internet Explorer browser. Call 01604 638200 to see how Garvin Willis Art Director can make your business truly mobile. However, many companies still employ a linear direct marketing process in which products are developed, messages created and incentives are added to the mix. However, buying behaviour has become more sophisticated since consumers acquired access to technology such as the Internet, mobile phones, iPods, search engines and on-demand TV.
The outcome is declining efficiency rates and increased costs from traditional direct marketing activity. Creating pen-portraits of your core customers including demographic and lifestyle information will help optimize your media targeting strategy.
It must deliver superior value for the audience and be clearly differentiated on features, service or price. When you supply value-added content you provide consumers a reason to engage with your brand and connect your products or services. Consumers must become engaged with the media employed or your content delivery will be unsuccessful.

Problematic areas can include breaking down internal silos and defining measures of success –site traffic, new sales, revenue per customer, return on capital, NPS (Net Promoter Score) etc.
If companies can optimize the synergy between the ABCD resources and employ an integrated marketing communications strategy they can drive improved returns from their marketing investment. If you want to copy this article on your site , please write source and link to Grameen Bank . A At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony. A From digital printing, to web printing, to offset printing, to specialty printing, ARC has it covered.
Thus companies now need an integrated marketing communications approach that combines traditional media, online channels, PR, affiliate partnerships, products, people and social networks to be successful. To achieve this ensure the content is linked to your brand positioning to make the emotional connection with your product or services.
A All of these communications tools work better if they work together in harmony rather than in isolation. This methodology relies on behaviour assumptions that all consumers follow the same decision process: Awareness – Knowledge – Evaluation – Purchase.
Because consumers can now block out marketing messages using spam filters, pop-up blockers, remote controls, “do not mail” lists or the regular trash can. Their sum is greater than their parts – providing they speak consistently with one voice all the time, every time.

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