Consumer Engagement
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Driving Consumer Behavior: Emotion vs. Rationality in Market Research | Imagemme

Driving Consumer Behavior: Emotion vs. Rationality in Market Research | Imagemme | Consumer Engagement | Scoop.it
Jeshleen Lata's insight:

This article tells us about how consumer’s emotional response is important for IMC. Emotion is a key driver in purchasing decisions it also allows companies to see how consumers feel towards their brands. A consumer’s brain combines emotions with certain memories evoked by particular scenarios that are relevant. For a business to understand the emotional responses of their brand they need to ask their consumers questions, when asking them questions it is important for a business to take a note of consumers emotions , their emotional response for the question. Emotional response can lead to purchase behaviour. Consumers get connected with a brand emotionally and if they are connected emotionally they are likely to choose your brand. 

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9 Trends Defining Consumer Engagement

Here’s a look at the latest key trends shaping our marketing future and defining consumer engagement in the areas of gamification, mobile, social media, email, and beyond.
Jeshleen Lata's insight:

This article defines the nine different trends in relation to consumer engagement that Sundeep Kapur emphasises. The Nine different trends were gamification, mobile, augmented reality, social media, email marketing, creative, organization, apps and business at the speed of sound. This article looks how marketers market their brands to both existing and new consumers. As the trend of technology is developing businesses are facing more challengers from competitors. Due to developing technologies I believe something like social media and apps should be listed as number one as this is the trend that most consumers engage with every day. Gamification is less important comparing with social media and apps in today’s world. Marketers need to choose a channel that grabs consumer’s engagement within the brands. 

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Peter Simunovich's curator insight, September 23, 2013 10:39 PM

This article defines consumer engagement using nine trends. since consumer engagement is a highly important part of today's marketing and it is a commonly discussed topic in my other reviews it is important to have a full understanding  of it.

 

The two most important trends in the article are gamification and Social Media. gamifiction is where a business makes there technology more engaging for the consumer. after watching the consumer interact with the technology they can grab the consumers attention then tap into some very valuable input. social media counts for many well-known tools such as Facebook, twitter ect. A key way to allow a consumer to engage with your brand and allow the brand to interact back with them.

jamie johns's comment, September 25, 2013 6:43 AM
Peter brings up a good point about consumer engagement and how it is a very important concept in marketing. A full understanding of consumer engagement is needed when looking at IMC. The two trends reviewed are large factors
顾佩芸's comment, September 26, 2013 4:46 AM
Peter's insight is very good. The consumer engagement is very important in marketing communication. The two most important trends in the article are real true.