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Digital Information World: The Social Media Revolution - A New Era in Digital Marketing | #TheMarketingAutomationAlert

Digital Information World: The Social Media Revolution - A New Era in Digital Marketing | #TheMarketingAutomationAlert | brand equity | Scoop.it
What’s fascinating is that the so-called social media revolution is a golden era for marketing professionals. Here is a look at how the social media ‘revolution’ is unfolding.

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Jasmin Vallance's curator insight, September 26, 2013 6:17 AM

Successful marketing consists of many facets, and has seen the integration of media campaigns into social media as a channel. This article states all the reasons as to why social media isn’t just a fad and is set here to stay. Therefore it is up to the marketing team to understand social media as a channel to use. This article shows rather important facts about the interaction between marketing and social media. 46% of customers count on social media when making a purchase. A good example of this is the new IOS7 upgrade being launched. I found myself checking social media and seeing what people thought about it before I upgraded. Therefore with a well thought out and managed plan social media can be used as a channel when it comes to creating a media campaign. 

Matthias Röse's comment, September 26, 2013 8:34 PM
As the author points out the social media made a big step forward within the last 5 years. While they were just for entertainment purpose in the first place they became profitable companies and big players worldwide. Now they can be seen as companies selling their knowledge about their audience to marketers who can use it to reach their target audience. The professionalization of the new media became a driving factor for marketers. The article gives a good overview about what technologies are used and what consumers share online. Sharing of experiences and knowledge about services and products is in my opinion the most important development and companies have to be aware of what users share about their newest products.
Priscilla Hema's comment, September 27, 2013 12:12 AM
Jasmine, Insightful in regard to utilizing social media.
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The Pros and Cons of Social Media Marketing - Marketing Technology Blog

The Pros and Cons of Social Media Marketing - Marketing Technology Blog | brand equity | Scoop.it

The premise of the infographic is good and bad, but I don’t know that it quite hit the nail on the head. The pros (good) are all very valid statistics supporting social media marketing efforts, but the cons speaks to gaps in understanding, strategy and analysis more than marketing with the medium. Let’s take them one at a time.

50% of C-Suite aren’t convinced of social media’s value. This could be a number of issues. The staff may not be accurately measuring the impact and providing the appropriate reports to their C-Suite. They also may not be recognizing the long-term impact of communicating effectively with your social audience and the benefits that are more difficult to measure.Social media only accounts for 1.14% of all e-commerce traffic. I’m calling bogus on this for a number of reasons. First and foremost, most people are utilizing applications to interact with social media. This isn’t a small number… up to 90% of your social media referrals may not be measured within analytics because they’re coming to a direct link from an app. Not to mention the influence and discovery that social media offers. The conversion may not happen from a direct interaction – but everyone knows that Word of Mouth has an enormous impact on the products and services we purchase – and social is WOM.85% of companies do not connect social activity to business outcomes. As with #1, this isn’t something bad about social media marketing, this is an internal corporate issue. The ability to communicate effectively, engage, nurture, upsell, collect feedback and provide a personal touch with your customers is so efficient with social media. If companies aren’t leveraging it, that’s their fault… not the fault of social.Email still outperforms social media in terms of conversions 40 to 1. No doubt… but if you have someone’s email address, that means that you already have a relationship with them! Social provides the opportunity to build a relationship enough to gather the email address! We share these posts on the Marketing Technology blog on social where they are shared… then people come to our site and sign up for email! You can’t compare apples and oranges like this.Social media programs are CMOs’ 6th-ranking concerns (58 percent). Their first is improving processes and going mobile. I’m not going to criticize this stat… social media being a top 6 issue shows you the weight it has above other strategies. One note on this, though… Social is Mobile… why do you think you’re getting your site mobile optimized? Search? Yes… but social is critical as well.

This new OutMarket infographic explores the notion that social media is a must-have for brands today, but the reality about why CMOs question it and what its true strengths and weaknesses are. What’s the good and the bad of social media marketing? Take a look at the good and pat yourself on the back for making it relevant within your organization. Then, take a look at the bad and follow our three tips to make sure you’re demonstrating social’s value and tying it to results.

 




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Jamie Snow's curator insight, September 25, 2014 8:39 PM

Looking at the strengths and weaknesses of social media and if it has to be implemented as a must have for brands. I believe in the need for a social interaction with a brand but whether this is a must have may not be true. Reviews are more trustworthy with word of mouth and personalisation showing why email performs better so therefore a presence should be a central input but a personal connection is vital in creating the loyalty or purchase behaviour then necessarily cluttering social media. Social media is more for awareness.

RITU DANGOL's curator insight, September 29, 2014 2:30 PM

Social Media marketing is a fantastic device for the company.  There are a great many advantages that can be utilized such as rapid viral exposure for products, increased search engine rankings and above all qualified leads and sales. 

Social-media marketing is an admirable way for businesses to expand their marketing to the public at a much lower cost than traditional marketing. 

However, social media can be a powerful marketing tool, it's not completely risk-free. Fans and followers are free to post their comments on these platforms, exposing your business to the chances of negative publicity for business. Where,  a quick response can help minimize the damage from these comments, but it can't erase the criticism from your business's page or feed.

 

 

Nilam's curator insight, September 29, 2014 8:46 PM

A good read on the benefits and cons of using social media to market your brand/products etc. Its also interesting to note that a traditional form of online media i.e. email still out performs social media as preference for users to communicate. A valuable point gained from this article is how it explained social media must be integrated on a companies and or businesses website to attract audiences to engage/connect more with the brand. 

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Social Media Marketing and Networking-Marketing and Sales - Meirc Training And Consulting

Social Media Marketing and Networking-Marketing and Sales - Meirc Training And Consulting | brand equity | Scoop.it
Meirc Marketing and Sales Training: Good marketing and sales are keys to a successful business. When done properly marketing produces leads, sales and happy customers that will boost your brand’s equity. While marketing focuses on strategies that can measure and improve your reach and promotional efforts, sales relies on effective planning skills and interpersonal interactions. Whether your aim is to market or sell, the programs in our Marketing and Sales category will help you optimize your results. Participants who attend any of these programs will acquire knowledge and skills in competencies approved and adopted by leading marketing and sales professionals around the world. From developing strategic marketing plans to learning techniques to increasing success rates and profitability, Meirc’s Marketing and Sales category covers it all. Let us help you make a difference and stand out from the crowd! For a list of suggested programs, please refer to the schedule below or contact us for more information.

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Social Media Marketing!

Do you have a blog for your business? Are you ready to take your blogging to the next level? To explore how to build your blog readership, I interview Darren Rowse for this episode of the Social Media Marketing podcast. More About This Show The Social Media Marketing podcast is a show from Social Media [...]This post Advanced Blogging: How to Go Big With Your Blog first appeared on Social Media Examiner. Social Media Examiner - Your Guide to the Social Media Jungle

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Overcoming the Flawed Paradigm of Social Media Measurement

Overcoming the Flawed Paradigm of Social Media Measurement | brand equity | Scoop.it
All brands must consider (and answer) two critical questions: "How exactly do we define 'engagement?'," and "Are all social media metrics created equal?"

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AmadeoAbrogena's curator insight, August 2, 2014 3:22 AM

When marketers use social media as an Intergrated Marketing Communications channel It is critical for companies to determine how they measure the value attached with consumer engagement with brand on social media as some interaction may be misleading in displaying different results. Consumer engagement in the form of Facebook shares can be more valuable than comments if the goal of the marketers is to build brand awareness and equity but this may not be the case in other instances when brands are seeking for consumer engagement in the form of comments to gain consumer insight for future improvements. 

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Understand your Twitter audience better with Riffle

Understand your Twitter audience better with Riffle | brand equity | Scoop.it
Building a targeted community of followers is the most important thing for a business that seeks to stand out from the crowd. Unfortunately, it can be a daunting task, especially if you have a very small budget and/or are pressed for time. That is the reason why a tool like Riffle by CrowdRiff matters.

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5 Strategies Behind Awesome Social Media Customer Service

5 Strategies Behind Awesome Social Media Customer Service | brand equity | Scoop.it

More and more, consumers are turning to social media platforms for customer service. Now, it's brands' turn to seize this opportunity.


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20 Captivating Content Marketing Facts in 2014

20 Captivating Content Marketing Facts in 2014 | brand equity | Scoop.it

The evolving digital world as we know it is allowing writers we didn’t know existed to become visible and reveal their genius. It is providing a platform for writers to grow their skills and also receive feedback that makes them better artists. Attention on the web is more about learning and feedback than narcissism.


Content creation can involve bland blog posts and content that puts you to sleep. But there is much to be read that delights, surprises and entertains.Content marketing facts in 2014Here are some of the stats that is the moving feast of facts that is content marketing....


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Jeff Domansky's curator insight, July 23, 2014 1:23 AM

Useful content stats help you build a strong marketing platform.

Online Web Directory | Seo Directories's curator insight, July 23, 2014 2:35 AM

http://www.bizlocalsearch.com

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Why Social Media Is So Important for Your Business in 2014

Why Social Media Is So Important for Your Business in 2014 | brand equity | Scoop.it
Social media networks were a novelty 5 years ago, but today their importance is no longer debated. Yes, businesses have definitely realized the power of social media and accepted that social media ma…

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What is Content Marketing?

What is Content Marketing? | brand equity | Scoop.it

Content marketing is creating information that your target audience wants and making it accessible to them. Let us now look at some definitions.


...OK, content marketing is popular. But why is it important for business owners and marketers?


In the last six years, the number of searches for various terms on Google alone doubled to 120 billion in 2012 from less than 60 billion in 2008.

Based on these numbers, we can definitely say that people now look for information online much more than they did earlier....


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Jeff Domansky's curator insight, July 24, 2014 1:49 AM

Extensive look at content marketing strategies, tips and ROI.

Martina Patone's curator insight, July 29, 2014 7:53 AM

content marketing

 

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Social Media Is The New Blackhat

Social Media Is The New Blackhat | brand equity | Scoop.it

What happens when fake friends tell fake friends about your product? Does anyone care? Actually, yes, Google.


They care because of how intertwined Social Media and SEO rankings are. SEO best practices are and should be the foundation of any business’ online marketing strategy. 


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Neil Ferree's curator insight, July 24, 2014 4:11 PM

recent study by Shareaholic, which tracked 300,000 websites over four months, suggested that social-media referrals now lead to 30 percent of websites’ overall traffic.


Tips on how to manage your social media presence.

Marareia Hamilton's curator insight, September 18, 2014 6:43 AM

Companies that part take in dishonest business practises through using social media to make false representations about their brand can be seen as unethical and irresponsible. Google’s crack down on this matter will see companies at risk of losing all their social media efforts which will inevitably result in wasted money, loss of exposure and interaction and more importantly loss of credibility. With social media becoming a more popular promotional tool for businesses, Google will be tested in their efforts to monitor deceiving activities. Perhaps stricter industry standards need to be put in place to stop businesses unethically using social media  to gain advantage.  

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Inside A Large Social Media Ad Campaign

Inside A Large Social Media Ad Campaign | brand equity | Scoop.it

This infographic presents the entire life-cycle of a large social advertising campaign for summertime sweets, a make-believe ice cream brand.


Many large consumer marketers now are spending (easily) millions of dollars annually to promote their brands on Facebook, Twitter and other social media platforms.


What does a large advertising campaign look like? To illustrate, the team at SocialCode created an infographic that presents the entire life-cycle of a large social advertising campaign for summertime sweets, a make-believe ice cream brand....


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Brendon Macdonald's curator insight, July 25, 2014 4:24 AM

Great example of a facebook ads campaign

Gonzalo Moreno's curator insight, July 26, 2014 7:21 AM

El briefing de toda la vida... Pero en "modelno"
XD

Marareia Hamilton's curator insight, September 17, 2014 6:07 AM

Millions of dollars are being invested into social media marketing campaigns as more businesses are starting to embrace the new digital era. It is important for businesses to understand how investing in this type of marketing strategy will have a beneficial effect on their brand. This article explains how creating a large social media campaign includes nine strategic steps which when followed can result in a high ROI for businesses. Although each of these steps are valid and have their place in the overall process the most important steps can be summed up in stages 3, 4 and 5. This can be simplified as; knowing the campaign objectives, targeting the right people and delivering the message through the right social media channels. These three stages are arguably at the heart of a social media campaign and can lead to greater insights about perceptions of a brand.

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Emotional Headlines Get Shared More On Social Media [Conclusive Proof]

Emotional Headlines Get Shared More On Social Media [Conclusive Proof] | brand equity | Scoop.it

What does it take to write good headlines? Headlines that are packed with emotional words and speak to mind and emotion get shared more on social media.


... Emotional Marketing Value is a score that looks to asses how a group of words follows these emotional harmonics, and how likely they are to elicit an emotional response from a reader.


The Emotional Marketing Value Headline Analyzer  is a tool based on the research that is made freely available by the Advanced Marketing Institute. Using it can easily provide you with such a score...


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Jeff Domansky's curator insight, July 27, 2014 9:52 AM

This cool tool will help you write better headlines and get better blogging results.

LocalMark's curator insight, July 28, 2014 11:08 AM

Great for brainstorming, perfect for any idea board, this article will help any writer face writer's block when writing a headline. 

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Report: Only 6% Of Buyers Claim Social Media Impacts B2B Buying Process - MarketingLand | #TheMarketingTechAlert

Report: Only 6% Of Buyers Claim Social Media Impacts B2B Buying Process - MarketingLand | #TheMarketingTechAlert | brand equity | Scoop.it

Basic/ Digest...


According to a recently published B2B Website Usability Report surveying buyers, social media and blogging have little influence on the B2B buying process.

 

Only six percent of the respondents claimed social media impacted their B2B purchases “a lot” and a meager 22 percent said they were interested in vendor blog content.

 

The study found that a lack of social media presence rarely impacted the B2B buying process, with 30 percent of respondents claiming it was important, but not a deal-breaker, and 37 percent saying social media wasn’t a factor.

 

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► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).



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marketingIO's curator insight, March 10, 2014 5:39 PM

It'd be a shock if it were the other way around. If your social's goal is to influence buyers, then there's a problem. Social is about distribution of content, about notification/ engaging, about customer service. It's a tool in the mix.

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How To Use Evernote, Gmail, Dropbox, and Google Drive for Social Media and Online Marketing

How To Use Evernote, Gmail, Dropbox, and Google Drive for Social Media and Online Marketing | brand equity | Scoop.it
How To Use Evernote, Gmail, Dropbox, and Google Drive for Social Media and Online Marketing As marketers, we all need new ideas. Awesome ideas. Sometimes we’re tasked with coming up with them on our...

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Peter Azzopardi's curator insight, March 28, 2014 3:51 PM

Great article!

 

Thanks to Naomi of cloudHQ for the scoop.

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Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert

Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert | brand equity | Scoop.it
It's time to rethink using social media to drive sales for your B2B marketing strategy. Use it to drive awareness, engagement and sentiment!


Basic/ Condensed...


You can lead a customer to your brand with social media, but you can’t make them buy from you using social media. This is my B2B marketing advice. In other words, social media does not fit neatly into a B2B marketing strategy and last-touch attribution. So, don’t think you can tweet and directly cause a million dollar sale. However, you can get on the customer’s radar and start to build a relationship with relevant content and messaging.

 

So, how do you measure if you truly connect with your customer? Once you choose to focus on using social media to reach, engage and influence, how do you measure it? The questions you need to ask before you begin to decide are the social media activity indicators like retweets, shares, clicks, etc. are:

Are your content and messaging reaching the most relevant and incremental audience?Are your content and messaging engaging enough to keep your audience in a ready-to-act or ready-to-buy state?Do your content and messaging deepen the relationship with your customer to help influence their purchase?

 

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Suzie Cotterill's curator insight, September 25, 2014 12:47 AM

Gerry Moran talks about how social media can influence brand and product knowledge, but it wont drive your customers to make the sales. In order to make the sales, the customer service of a company needs to be right, as well as other aspects, to complete the transaction.

Elizabeth Dickey's curator insight, September 29, 2014 10:03 AM

This article explains that businesses can lead consumers to their brand through social media, but can not make them make a purchase using social media. Social media does not easily fit into a B2B marketing strategy. However, relevant content and messaging on social media can can help build a relationship between the consumer and the brand. This article explains how brands can connect with the consumer using social media. The article highlights the three roles of social media as being reach, engagement, and influence. 

 

I agree with this article that businesses should not rely only on social media to increase sales. Social media should be used as a tool to set up the ability for a brand to better connect with consumers. The article points out that a business will need to measure their reach, engagement, and influence. 

 

I follow many brands and business accounts on social media, and I rarely make a purchase based on a their posts. However, I enjoy following the accounts because I can connect with the brand and stay up to date on products. Even though I don’t make many purchases, I build relationships with the brand and I become more likely to make future purchases from them. For example, I follow Urban Outfitters on Instagram. Even though I never make an online purchase based on their postings, I enjoy staying updated on what styles are popular. Whenever I go shopping I try to go to Urban Outfitters because I know from their Instagram that they will have trendy clothing for me to choose from. 

Caitlin Mazurkevich's curator insight, October 6, 2014 4:43 PM

This article clearly states that social media is not a means to produce sales in a business, and I completely agree. Social media is a means to communicate, engage, and establish and build relationships with current and future consumers. The sooner businesses realize this, the better.


Moran states that you need to focus on amplifying your message reach rather than trying to measure your revenue-per-customer based on posts. A business needs to show consumers that they are not only relevant, but they are relevant to YOU! They need to make it personal and truly connect with their consumers.


What businesses should be measuring is the effectiveness of your messages towards customers. The problem with this is determining what to measure in the first place. Businesses need to ask themselves a series of questions to determine this, such as “are your content and messaging reaching the most relevant and incremental audience?” Answering questions like this determines if the business is utilizing social media properly to reach its full potential in developing relationships.


It’s one thing to submit a post to a social media site, and it’s another to understand your consumer, what they are looking for, what interests them, and how to reach them.  

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8 Ways Social Media Affects Your SEO

8 Ways Social Media Affects Your SEO | brand equity | Scoop.it
Social media directly impacts your business’s search engine optimization efforts and search engines influence your social media presence. In recent months, many have claimed that SEO is on the outs and that social media is going to be the sole... Read more »

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Neil Ferree's curator insight, July 20, 2014 10:07 AM

Social Shares is NOT the New SEO (yet) Just don't try and grow your business without making sure your content gets shared on the web.


Social SEO versus Conventional SEO

Is Social Shares the New SEO


The Power of Personalization


The social connections and interactions a person has with your brand on Google+ and other social channels affect what results show up in many major search engines.

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50+ Tools for Content Curation and Content Marketing

50+ Tools for Content Curation and Content Marketing | brand equity | Scoop.it

This list of 50+ tools is meant to help you find, sift and organize, then share – what’s relevant to your readers and audience.


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Merideth Harrington's curator insight, July 22, 2014 3:21 PM

Everyone is always looking to make finding and sharing content more efficient. This article really sums up all of the options in a nice neat little package. So...the next time you are fresh out of content ideas, jump on one of these sites to find sharable content or to find some inspiration to unlock that writer's block! 

massimo scalzo's curator insight, July 23, 2014 3:55 AM

Wow ! 50+for Content Curation...

massimo scalzo's curator insight, July 27, 2014 8:23 AM

Wow ! 50 toos for Content & Marketing !

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70% Of Your Time At Work Is Wasted - How To Change That

70% Of Your Time At Work Is Wasted - How To Change That | brand equity | Scoop.it

The average tech CEO works about 300 days a year, 14 hours a day. That’s 4,200 hours a year.


The stats for most other tech leaders and startup employees aren’t too far off. It sounds like a lot of time, but for most, it’s not enough. Nearly 30% of that time gets sunk into email. Another third gets spent in meetings--and studies show that half of those hours are completely wasted.


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Jacob M Engel's curator insight, July 22, 2014 6:44 AM

According to Dr. Stephen Covey, time wasters (quadrants 3&4) are what bankrupts organizations.

Joy Moore's curator insight, July 22, 2014 9:55 PM

Interesting insight into time management with some good tips

Antonio Conservati's curator insight, December 26, 2014 8:32 PM

This is so very true!

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3 Social Media Tools That Help Marketers Save Time

3 Social Media Tools That Help Marketers Save Time | brand equity | Scoop.it

How much of your day is spent on recurring social media activities? This article addresses 3 time-consuming areas and shares time-saving social media tools.


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4 tips to deal with bad reviews

4 tips to deal with bad reviews | brand equity | Scoop.it
So, you have released a book or announced your latest product? Congratulations, it is a great achievement! As exciting as this news may be for you, it would be a fallacy to believe that the rest of the world will share the same enthusiasm. Be ready for negative comments. Bad reviews are part of life. Every author or business owner gets at least one that makes them wonder whether they should give up on their dreams. Ask me how I know. ;-) In this article, I would like to share four simple tips to help you deal with the situation in a positive manner.

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Cendrine Marrouat - cendrinemarrouat.com's curator insight, July 23, 2014 1:41 PM


The mistakes a lot of business owners make is to think that bad reviews are an attempt at discrediting their work. We have all seen the result of such thinking in the recent news.

In my article, I share four tips to help you deal with bad reviews. 

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Top 5 Fashion Brands using Social Media as their Key Strategy

Top 5 Fashion Brands using Social Media as their Key Strategy | brand equity | Scoop.it

Having a sound and effective social media marketinis getting essential for online business owners. In order to expand and be in the good books of their customers, business owners are now thinking of new ways to increase their social media presence.


Like real world marketing, fashion industry was the first to adopt social media marketing tool. They inculcated their business with social media platforms and gave themselves a fresh new perspective and a wider platform to showcase their brands. This not only helped them grow their business online but also helped developing trust and a better understanding among their clientele.


There’s hardly any fashion brand that is not present on any of these social platforms; having a different strategy and feel at various platforms, almost every fashion label is now socially active. Here’s a list of top 5 fashion brands using social media s their key strategy for effective marketing....


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Jeff Domansky's curator insight, July 24, 2014 1:09 AM

Useful case studies for effective social marketing.

Genna Bennett-Burkhardt's curator insight, September 29, 2014 11:13 PM

I found this interesting due to the fact that Burberry although already having strong brand equity, still saw the huge importance in social media as a platform. The points about certain businesses replying to criticism and being transparent made it clear that its best to deal with the social media issues straight away in order to avoid any unwelcome backlash that could go viral! 

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The 2014 State of Digital Transformation

The 2014 State of Digital Transformation | brand equity | Scoop.it

Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments. Our new report is based on a survey we cast over the last year. Its goals were twofold: 1) to unearth where companies and supporting teams are in their metamorphic digital transformation efforts; and 2) also to capture a current snapshot for future comparison.


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FRANK FEATHER ~ Business Futurist's curator insight, July 25, 2014 11:23 AM

Still need convincing? Scroll down to Benefits of Digital Transformation.

massimo scalzo's curator insight, July 27, 2014 8:49 AM

Have a look at what the Digital Transformation has brought about ! Very Interesting !

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The World’s Most Innovative Countries 2014 -- INSEAD

The World’s Most Innovative Countries 2014 -- INSEAD | brand equity | Scoop.it
The Global Innovation Index is created by INSEAD, WIPO and Cornell University. It ranks 143 countries across 81 indicators. The full report with rankings data can be downloaded here. (also video)


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Haresh Patel's curator insight, July 25, 2014 5:13 AM

Interesting study. And of top 10 Innovative countries, 7 are European!! Wonder, if cold weather is keeping people in-house for innovating more?

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The Top 7 Facebook Marketing Tips Every Marketer Should Know

The Top 7 Facebook Marketing Tips Every Marketer Should Know | brand equity | Scoop.it

74% of marketers now consider Facebook a staple in their lead generation efforts, showing how critical of an element it has become. In this article I want to share 7 tips I have found to be the most effective in my own Facebook marketing.

Read on to discover how you can consistently drive new leads and engagement with your content on Facebook.

 


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Sophie Pagani AUT's curator insight, October 4, 2014 11:40 PM

There are many ways to increase your marketing success on Facebook and they are discussed in this article. Some of these ways include like-gate entry, i.e. you have to like for a competition, providing weekly offers, sharing information on products linking to the page and other social media sites and so on. I think the like-gate is a good idea however it would stop potential customers from liking the page if they knew they had to go through a process where as the bigger fans of the company would happily click through. This would possibly prevent new customers who did not have a high association with the brand