Exams – Media Evaluation
Since exam time is coming up, I thought I would share some of the key points that are crossing over in various marketing subjects. This should serve as a summary, but also as a discussion point so you guys can add your comments and build on the knowledge.
My first post concerts Digital & Direct Marketing and Marketing Communications. At this time, the focus is on Direct marketing, but I shall update with more general marketing ideas as well.
I hope you find this useful and please add your own thoughts on the comments and I will amend this.
| Strengths and Weaknesses of Different Media | ||
| Strengths | Weakness | |
| Websites | consumer initiates the dialogue | |
| search engines make reaching your audience easier | but sections of society will be cut off | |
| content can be effectively communicated | but still a lot of technical support needed | |
| very popular with customers | ||
| Easy and cheap to test | ||
| Short lead times | ||
| high supplier control (media ownership still not an issue) | ||
| easy to measure effectiveness | must have opt out systems in place and considered privacy issues | |
| cheaper to set up and send | emails are easily lost in the noise and considered noise | |
| convenient and easy for both suppliers and customers | ||
| very quick to organise, personalize and send (1 to 1) | ||
| growth of spam means that people are more sceptical | ||
| Direct Mail | highly targetable | but you need a suitable list or database |
| responsive | very expensive | |
| payback can be outstanding | needs commitment from internal management | |
| creative medium (allows for wow factor) | but “junk mail” led to view of down-market | |
| good for details | but can be seen as intrusive | |
| when, well done can be very personal | must pay very close attention to detail and not get it wrong(detrimental to image) | |
| Outbound telemarketing | highly specific in its targeting | but the most expensive and takes a lot of effort |
| very powerful in getting response | poor practice (outsourced call centres, etc.) can alienate consumers | |
| intimate and flexible ( you can change message) | but needs close management and requires good CRM – call recording is a good solution | |
| immediate response (good for testing) | but message needs to be kept simple and creativity is lost | |
| best relationship medium | ||
| Inbound telemarketing | Fast and convenient for the customers | but can be very expensive and service delivery is often poor |
| must customers are vary comfortable on the telephone | but some sectors are still reluctant | |
| flexible: where services and sales meet | requires intensive internal management (call volume, training call centres, etc.) | |
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