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Rescooped by zzz from Understanding Integration
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Keeping Employees Motivated Through Transition - Forbes

Keeping Employees Motivated Through Transition - Forbes | BRANDING | Scoop.it
Keeping Employees Motivated Through Transition Forbes Before I get to my tips for keeping the troops motivated through integration, I must add one huge caveat: it's important to remember that although things will be changing, do not deviate too far...

Via Alice Mau, Sean Peh
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Sisyliana Halim's comment, August 22, 2013 2:15 AM
Hey Onnie and Sean yes i think keeping employees updated is always good, employees play a major part in our company or organisation. it especially plays a big part in the company's organisational culture and contributes towards the image of the company. What is the definition of integration ?? On Friday morning the lecturer states that integration is with various parts or aspects linked or coordinated and i think integrating employees into a company's plan (to keep them motivated) will help increase the company' value and image. This in turn can cause a positive impact on how people perceive the company. However we also have to mention how does this link towards our long term goal which is overall to increase brand equity, short term wise it fits the bill and will generate profit and productivity increases in the company.
Onnie Wongchanon's curator insight, August 22, 2013 11:40 PM

This article is about consistently motivating employees in efforts of trying to make them work more effectively. Leaders of big and small organisations can learn from this article and gather techniques. The techniques will lead on to a successful working environment and employees being self motivated.

Thapthim (Thim) Phithak's curator insight, August 23, 2013 12:28 AM

This article talks about on going motivation for their employess so that in result their will work more effectively. The tips are given so that any leaders of any organisation can learn these techniques on how the leaders can make their employee feel motivated so that they work harder and lead the company to sucess and have an sucessfully working environment. 

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Establishing Objectives and Budgeting for the Promotional Program

Establishing Objectives  and Budgeting for the Promotional Program | BRANDING | Scoop.it
Can we measure the ROA? Oopsss ! This is not Return on Assets, this one time and it is: RETURN ON ADVERTISEMENTS Is it hard to measure this ROA? Although a number of metrics can be used as a proxy ...

Via Eden, Sisyliana Halim
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Labroye Tauevihi's comment, August 22, 2013 9:21 PM
There are many important and critical aspects in regards to the objeectives of promotional capaigns that I have read in this article. The discussion of the SMART chart is effective and should be applied to all those that are dealing within the same field. Having a clear and concise SMART goals will be a huge advantage, and will also build a much more clearer knowledge of what objectives and goals the brand is aiming for.
Yuhang Wei's curator insight, September 16, 2013 1:08 AM

As the article mentioned, communication; planning and decision making; measurement and evaluation are three important elements to consider to measure the ROA (Return on advertisements). In the IMC workshop we watched a video made by NZ Transport Agency called "Legend" also known "Ghost chips". That is a really good example to show how the ROA is acheived because this ad is very popular and discuss by many people. It can explained by "SMART" model and also it link to IMC. Marketing is quite different with IMC, marketing is more about how to deliver the value to its target market and IMC in some level deliver specific information to ahcieve it.

Shichi Zhong's curator insight, May 14, 2014 12:23 AM

As the article mentioned, communication; planning and decision making; measurement and evaluation are three important elements to consider to measure the ROA (Return on advertisements). In the IMC workshop we watched a video made by NZ Transport Agency called "Legend" also known "Ghost chips". That is a really good example to show how the ROA is acheived because this ad is very popular and discuss by many people. It can explained by "SMART" model and also it link to IMC. Marketing is quite different with IMC, marketing is more about how to deliver the value to its target market and IMC in some level deliver specific information to achieve it.

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The importance of communications in large-scale projects ...

The importance of communications in large-scale projects ... | BRANDING | Scoop.it
With huge amounts of investment, coupled with acute targets, creating a potent mix of risk factors, effective communication is vital to success. “Across Heathrow we spend between £100m and £120m on our passengers every ...

Via Ashleigh Brockett, Crystal Harvey
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Lucy Lim's curator insight, September 26, 2013 8:21 AM

Communication must circulate through the project management team and external stakeholders to maintain the health and the viability of the project. The existence of a documented communication plan does not by itself guarantee good communication during the project planning stage. Attention must be given to the type of information that is required at each level of the project and take steps to make sure that information is freely transmitted. As insufficient information can lead to faulty assumptions, too much information (or irrelevant information) can easily overload stakeholders, eventually causing them to "tune out" further communication attempts. Depending on the scale of the project, the project manager may need to spend some time laying the ground rules for meetings and other communications and could possibly arrange for some communication skills training. Even when time seems limited, managers should consider the time spent on establishing good communication within the team as an investment in its success.

Ahmed Salman's curator insight, September 26, 2013 6:48 PM

This article discusses the importance of communications in large scale projects and infrastructure. It states that failure to communicate with employees, contractors, suppliers, customers and the public can quickly result in a loss of direction, bringing projects Jeopardy, risking project success rates and therefore, causes a huge financial loss. I really enjoyed this article because it talks about the risks involved with the lack of communications in large scale projects and explains why having an effective communication strategy is very important.

Shay Narsey's comment, September 26, 2013 9:51 PM
ahmed good article. i liked the mention of bad communications can risk a entire business if each other are not talking which can be vital for the longevity of a business
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Direct Marketers: Target What your Customers Want, Not What’s "Hot" | The Cross-Channel Conversation

Direct Marketers: Target What your Customers Want, Not What’s "Hot" | The Cross-Channel Conversation | BRANDING | Scoop.it

Via Ruby Zhang
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Ruby Zhang's curator insight, September 25, 2013 5:56 PM

I agree with the author, because the use of internet and social media are grow enormously, the marketers see huge oppotunities, so more and more marketers are put most of their focus on the internet and social media communication channels, no mater how effect those channels are really working for them. The author suggest it is very important for direct marketers to keep their eye delivering relevant messages to customers through the most appropriate channels.There for, focusing on the channels that offer the best chance of returning value are the most important things that the direct marketer should do, as some of the new channels are not fit the customer's wishes as the marketers espected.

Janis Wu's comment, September 25, 2013 10:48 PM
I agree with you, Ruby! AND also, great insight! I strong believe that direct marketing is future marketing world! Just adding a bite more to your say, direct marketing is responding to current and future potential customers about a brand/product! Therefore, marketers should understand and aware that, direct marketing may play a huge impact to both the brand and their customers.
Laura Jane's comment, September 26, 2013 10:19 PM
I agree with both Ruby and Janis's insight here. To add, I believe that despite the advanced technological age, direct marketing should not entirely focus on engaging social media outlets, as the information can be easily overlooked if the marketing strategies are not effectively implemented. Focus should remain on implementing conventional direct marketing strategies to engage a wider group of consumers and on all kinds of levels.
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Integrated Marketing Communications = Marketing Foundation ...

Branding is actually a component of IMC as image communicates plenty even without words. The best way to get started is to create a marketing plan and cover all forms of marketing and communication the company uses.

Via Haifeng LIU
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Wu Meng's comment, September 17, 2013 9:40 PM
I agree with you Haifeng, IMC is very important for marketing. It is a part of Marketing foundation. also the article gave us some example to explain the different between IMC and other strategies.
Haifeng LIU's comment, September 17, 2013 9:41 PM
Thank you your idea and support me.
Zakarie Murtagh's curator insight, August 23, 2014 9:47 PM

This is a great article that goes into what IMC is and the connection that it has with branding. it goes into talking about how the brand at face value is the image, the look of a company, business, person or item, but then goes into how in using IMC, it transforms the brand from just being the "look" to what that look means, in other words demonstrating the message behind the brand.

 

It also goes into how this can be achieved through different marketing steps, which leads into a IMC plan.

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What your brand colours say about your business :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation

Idealog is the magazine and website of New Zealand creative business, ideas and innovation

Via Rebecca Taylor
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Rebecca Taylor's curator insight, August 21, 2013 10:54 PM

Colours evoke emotion. 

It's as simple as that. 

 

Since every brand wants the consumer to FEEL a certain way about their brand, they must therefore choose the colours that represent them wisely. 

 

This article is interesting as it includes research in to what individual colours make us think of. It seems relevant that the most common colour for world-wide brands is blue, as it invokes calm and peace, reminding one of the sky and the sea. 

 

I also think this relates to the consistency of a brand and how the colour shouldn't be picked for its aesthetic appeal but because it encompasses what the brand is all about and should therefore be used throughout the business; their website, their prospectus, their retail stores etc. 

 

Also interesting to note that only 5% use more than two colours! Keeping it simple is clearly the way to go. 

Farah Ahmad's comment, August 22, 2013 12:35 AM
The the colour you choose for the branding of your company is really important and for it to be effective it always comes back to integration and ensuring that its incorporated throughout the company as well as all aspects of marketing. It's not surprising blue is one of the most commonly used colours. I think a good example for branding using blue would be Facebook! According to the article blue promotes trustworthy, secure and responsible which Facebook also tries to show to its users.
Danielle Mcnae's comment, August 22, 2013 6:20 AM
I agree with you Rebecca. When you purchase a product you are drawn in to feel the emotions that they want you to feel- which they portray through the use of visual aids such as colour. From a marketing perspective a company needs to choose their colours carefully, so the co-inside with their brands synergy e.g. pak n saves colour yellow screams out SALE whereas if they had chosen the colour blue such as countdown it would have shown customers that they are not the cheapest supermarket in the market.
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Social Media Lessons You Learned in Kindergarten [Infographic]

Social Media Lessons You Learned in Kindergarten [Infographic] | BRANDING | Scoop.it
Social Media - Getting involved in a social network can be intimidating when you don't know the platform's etiquette. But many of the rules in social media are the same lessons taught in ...

Via Rebecca Taylor
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Rebecca Taylor's curator insight, September 24, 2013 8:14 PM

What a refreshing way to repeat a well-conversed topic. This article really hit the nail on the head with the main ‘rules’ or ‘lessons’ that you learned in kindergarten and how relevant they actually are to social media. I think the most important one here is Ask For Help. A lot of companies may think that will portray them as weak, but like the article says, it shows they want to learn and grow. It is also a great idea for brands to follow insightful and knowledgeable people within their industry. However, this would need to be closely monitored as you wouldn’t want to be linked with them if they say negative or contradictory things than your brand values as the damage could be irreparable. If you follow them, it would be seen that you therefore ‘endorse’ that negative behaviour. I think the last lesson is very crucial, to have fun! Companies and brands that have a sense of humour are far more likely to be retweeted and followed. Especially if that is the kind of target audience you want to appeal to. 

Emily Gavigan's comment, September 25, 2013 7:30 PM
I think the article reflects very relevant and real lessons or rules that once learned in Kindergarten can be applied in taking on social media. One of the most important lessons I found in the articles was to ‘Be yourself’, because Social Media has become such a massive part of marketing that there is almost this stigma attached to it that if you’re not on board the social media boat you will be left behind which in some instances is true, however as rightly noted in the article you have to be true to who you are. Embrace the things you love and know you are good at and convey that online but don’t pretend you know the ins and outs of all the different social media channels because you think that you should. Social media is a very effective marketing tool but it has to actually hold relevance to your brand and be of benefit to what you are trying to achieve in targeting your consumers, otherwise its not helping to leverage your brand in any way.
Farah Ahmad's comment, September 26, 2013 7:13 PM
I think this article makes some great points. Paying attention is extremely important as you need to be able to keep up with both the internal and external factors affecting your brand. This includes competition as well as changes I'm your target audience. Social media will only be effective for the brand if it integrates with the brand and useful to target your customers.
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The Importance of Consistency in Branding | Marketing Mojo for ...

The Importance of Consistency in Branding | Marketing Mojo for ... | BRANDING | Scoop.it
In last week's introduction to small business branding, we talked about the six criteria on which the strength of a brand can be measured; recognition, consistency, emotion, uniqueness, adaptability, and management.

Via Alana Meikle
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Jillian Hor Maelynn's comment, August 19, 2013 2:08 AM
i agree with this article, It is very important to have consistency in branding. Having brand consistency helps customers identify the brand and differentiates it from competitors. Having consistency also increases adoption and strengthen's brand loyalty.
Rebecca Taylor's comment, August 20, 2013 9:03 PM
Very true article, which stresses the importance of consistency especially with relation to a brands image and logo. It is interesting that certain colours are effective within certain markets such as Red and Yellow for Fast Food Companies. Companies should not overlook the intital design stage especially when choosing a name too, you don't want a difficult to say, difficult to spell name as you're setting yourself up to be in the back of the consumers mind, where you want to be right up front.
James Marbeck's comment, August 22, 2013 5:32 AM
Interesting article Alana. I agree with your comment on the importance of brand consistency. Having a great brand and image is good but to be able to hold the brand at that level in consumers minds is where loyalty and returning customers will be generated.
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Brand Management By Numbers

Brand Management By Numbers | BRANDING | Scoop.it

Let us start by putting in perspective the grand rules for business and brand success; brands management is based on strategic planning and implementation. The strength or success of any brand or business is directly a function of the operating strategic input.  That explains why ideal corporate persons engage top end executives to develop winning strategies.

 

A strategy is an overall approach towards achieving identified goals or objective. It focuses on the articulate interpretation of extraneous values-influencers, controllable and otherwise, in relations to own-strengths and weaknesses. Strategy evolution for brands and businesses is based on proper understanding of the broader context operative in the business environment of interest.  A strategy is directive, instructive and rewarding.

 

Competitive engagement for businesses and brands start with evolving the strategic option with the most advantageous competitive advantages.  Business executives begin with a careful and scientific analysis of the businessenvironment and conditions operative in the chosen industry. Key, therefore, is the underlying logic that a company’s strategic options are bounded by the environment.

 

 


Via Russ Merz, Ph.D., Letitia Owens, Lauren Southgate
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Ashleigh Brockett's comment, August 21, 2013 11:38 PM
I think this article is great as it covers both brand management and the components of brand management, which overall makes it easy to understand. I agree that brands management is based on strategic planning and implementation, these are two very important components when managing a brand. I also agree with Janessas comment that brands that are lazy about researching is one of the failures within the brand. If they research what the consumers want they maintain brand recognition and profitable brand equity.
Wan jin Ko's comment, August 22, 2013 4:00 AM
I agree with you Lauren, this article is helpful and interesting. It explains about the component of brand management with different approach to the term Brand Management. I believe that there are definitely correlation between brand management and strategy. So should be consider components when managing a brand and the article emphasises and explains about it efficiently.
Max Downing-Webb's comment, August 22, 2013 6:01 AM
This article demonstrates that brand management is about strategy. Branding is one of, if not the biggest and most visible components of an organisation. Branding should be managed strategically because of this, and the value is represents to an organisation. It would be foolish not include strategy in brand management therefore this article has some good insights. Good stuff Kim
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Convenience store owners should expect to embrace new technology and a fresh set of rules for communicating with today’s consumers

Convenience store owners should expect to embrace new technology and a fresh set of rules for communicating with today’s consumers | BRANDING | Scoop.it

A year that witnessed a whirlwind of technological advancements proved that retail is all about change. The best retailers are embracing that change and diversifying their technology investments in order to stay competitive.

 

From the way consumers connect to the Internet, get daily information and pay for products, the future is here. Convenience store retailers that fail to accept these emerging trends will find themselves looking up at their competition.


Via CityLifeMobile, Lauren Southgate
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Lauren Southgate's curator insight, August 20, 2013 11:52 PM

The world's technoogy is constantly developing and companies are taking advantage of the numerous opportunities the technological advancements are creating. It is important that companies, even ones as small as convenience stores, keep up with theses advancements in order to stay competitive in the market. The article claims that customers will be able to check the freshness of food, and pay via mobile are a crucial distinguishing factor between competitors. The new technology trends will also lets retailers have access to inforrmation about their customers they would otherwise be without. 

James Kim's comment, August 21, 2013 3:44 AM
It is true that the technology nowadays have constantly developed and still developing as we speak, but companies taking advantage of the numerous opportunities in the technological advancements is considered to be looked into because as the article said it is crucial distinguishing factor between competitors shows that out in the business, marketing world so on is in a struggle by challenging between companies to companies comparing which are better. Frankly, this may lead to better success in any business but at the same time it can be a great loss in either side.
Wan jin Ko's comment, August 21, 2013 8:50 AM
I agree with this article. Using a technology for marketing and promotion became more popular nowadays because the technology has developed and still developing very quickly. So to don't get left behind, business use the new technology. however it creates revitalize competition between businesses and it may creates negative effects. The author explained through example of convenience store. So should consider with it because it may gives good effects in business but also it can make a loos to them in a same time.
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How social is reshaping marketing's fundamentals

How social is reshaping marketing's fundamentals | BRANDING | Scoop.it

Social media has revolutionized the basic tenets of marketing. Here's how it is deconstructing the venerable combination of price, product, placement, and promotion.

 

The four "Ps." It's hard to get through Marketing 101 without them. If anything was meant to be a foundation of marketing, it's the venerable combination of price, product, placement, and promotion. Now even this theory -- first put forth in 1964 -- is being reshaped. Social media and the customer intelligence available from it have revolutionized even these basic tenets of marketing. In some sense, the four Ps have been completely deconstructed. In all cases, they must be reevaluated.

 

Continue Reading ... 


Via Alice Burke
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Mat Bagnall's comment, March 21, 2013 4:29 PM
Very interesting article Alice :). To me this article underlines a logical and necessary leap that needs to be made in order for marketers to truly develop an understanding of the consumers within the markets the operate. The fact that many technological advances have been made towards connectivity and consumer engagement through social media and similar avenues, only reinforces the need for marketers to reassess the fundamental framework that is the Four P's.
Roshani Mehta's comment, March 21, 2013 4:50 PM
Marketers need to develop the original four P’s, this marketing idea does still hold relevance to marketing but for marketers to truly be successful they need to understand people. This fifth P is essential to the marketing mix. Social media makes it easier to gain insights into consumer behaviour with it being so easily accessible and easily tracked – marketers have no excuse than to take advantage of all that social media has to offer.
David Lusion's comment, August 15, 2013 1:20 AM
I think the statements in the article are quite fair, for a brand that has successfully manged it's social media well, it would have followers that care about the brand, this can be treated like a large focus group and asked critical questions as they are the front line supporters, and perhaps brand champions..
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Coke's 'Polar Bowl' Draws Bigger Crowd Than Expected | Special: Super Bowl - Advertising Age

Coke's 'Polar Bowl' Draws Bigger Crowd Than Expected | Special: Super Bowl - Advertising Age | BRANDING | Scoop.it
more than 700,000 people watched coca-cola's polar bears watching the super bowl, its commercials and the halftime show.

Via Alice Burke
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Alice Burke's curator insight, March 21, 2013 3:24 AM

The Coca-Cola Polar Bowl campaign, brings together the main idea of IMC, to coordinate brand communications in order to create a more effective campaign which generates short term returns and builds long term brand value. It also generates consumer engagement in the brand. It is evident in this article just how successful the campaign was in terms of consumer response, however it would be interesting to see the impact it had on sales and brand value. Being one of the first brands to use this type of campaign on such a large scale, I believe is one of the main reasons for such a large success. If this type of advertising becomes mainstream and continually used by other brands, the success may become questionable.

As well as having a huge audience watching the polar bears react to the game. Coke's social media took off via twitter and facebook. This furthured the success of this IMC campaign.

I think that this type of marketing will grow increasingly popular in the future as both marketers and consumers becomes more "high tech". It offers great opportunities in IMC to increase brand value, consumer engagement and brand loyalty.

Roshani Mehta's comment, March 21, 2013 5:36 AM
I agree with you Alice, i think that this kind of marketing will become more popular as marketers and companies take advantage of social media. I think the success of this campaign came from the fact that people felt a connection to the polar bears, by watching their every move and reaction will using facebook and twitter to show their own individual reactions advertisement. This kind of advertising was very smart of coca cola as they managed to engage such a large group successfully, while taking some of the super bowl hype for themselves.
Mat Bagnall's comment, March 21, 2013 4:37 PM
I actually saw the polar bears while watching the game! They were very cool and definitely evoked positive reactions amongst the people I was watching it with. This kind of marketing strategy is a very interesting take on how to approach and encourage consumer connectivity. I think that you are right Alice, in the fact that because they were one of the first if not the first 'BIG' name brand to use this kind of campaign, they achieved great success while targeting a large audience, which in most cases is not so easy to do. Also because of the seemingly innovative approach to the campaign, consumers engaged on social media about the idea and what they saw which only further hyped the campaign.
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Know How Plastic Card Companies Are Using Social Media [Infographic]

Know How Plastic Card Companies Are Using Social Media [Infographic] | BRANDING | Scoop.it

So you share half of your life on Facebook, tweet everything from rants to philosophies and make sure that everything left over is covered by Instagram, Foursquare, Google + or Tumblr.

We get it, you live a very social life, a very social-media oriented one that is. The good news is, you can get the most out of your credit card — and amp up your credit rating— by making smart use of social media.  Plastic card companies are learning the value of using a Facebook fan page or a Twitter hashtag promo to offer deals for first time purchasers or to announce special deals and reward incentives.

Take for example, the Chase promo with the British Airways card. The mechanics were easy— up to 100,000 bonus miles were offered to new account holders.  Sounds too simple? Not if you actually fly British Airways because then you’d know that 50,000 miles is enough for a round-trip ticket to/from the UK and the US! It was an online incentive easily worth about $1000.

Not to be left behind is Citi who launched a Facebook-ran application that allows multiple cardholders to pool rewards points and put them towards a common goal such as a donation for charity or funds for that beach trip to the Maldives.

Another noteworthy online activation is Bank Of America’s Twitter account @BofA_help. Bank of America basically set up the said account to respond to consumer complaint and to handle inquiries. They make sure that all responses are prompt, personalized and very helpful. Not only did they get plus points for community engagement, they were also able to manage their social media reputation very, very efficiently.

Experts say that social-media led initiatives will only increase in the coming months (and years!) to come since they offer a unique consumer engagement opportunities that traditional adverting channels don’t.

Curtis Arnold, founder of CardRatings.com says:  “Issuers are going to devote more of their marketing budgets and resources to social media campaigns because they are more cost effective and more easily tracked. They allow companies to engage directly with customers and get instantaneous feedback.”

And as plastic card companies ramp up their social media strategies, you’d best be prepared on how to make the most of out of them. Here are some key things to remember:




Via Riaz Khan, Roshani Mehta
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Roshani Mehta's curator insight, March 21, 2013 4:59 AM

This article is about how credit card comapany's are using social media to engage previous and new consumers. Social media is used by consumers at any time of day in almost any setting using platforms such as facebook, twitter and instagram etc. Social media has become soo inportant to communication but it also provides marketers with a very useful and effective tool. It gives marketers a way to reach millions of consumers with a click of a button. As in the article social-media led initiatives can provide unique consumer engagement.

The use of social media tools can provide comapanies with great value through the use of consumer incentives, as marketers have an opportunity to reach more consumers than ever before.

Consumer engagement through social media is the way forward as it is cost effective and directly engages consumers providing marketers with instant feedback and thus results.

Alice Burke's comment, March 21, 2013 4:53 PM
I think that the use of social media by credit card companies is a good move in terms of reaching a younger target market. Although this is a cheap and most likely effective way to gain new consumers, credit card companies need to be careful as using social media for banks and the like is risky business. Social media can both boost sales and reach new audiences but it is also very easy for consumers to complain and post inappropriate comments about companies. This could be especially harmful for banks, due to the nature of their business. Despite this, if the companies have a strong social media strategy and monitor it carefully, I think that it is a great way to attract a younger target market. After all we spend most of our time on social media!
Mat Bagnall's comment, March 21, 2013 8:49 PM
I agree wit you Rosh. I too believe that social media allows marketers to access a wider target market and to taylor their advertising to suit specific customer needs depending on their usage. It allows marketers to segregate their services to meet specific customer needs. Also as a whole, it helps to enhance consumer awareness of changes or offers that may benefit them and engage with them on a slightly more personal level
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Purchase Decisions Rely Heavily on Emotions

Purchase Decisions Rely Heavily on Emotions | BRANDING | Scoop.it
Purchase decisions are based off of emotional thinking, rather than rational thinking.

Via Parambir Singh, Sean Peh
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Sam Liu's comment, August 22, 2013 6:51 PM
i think this article is interesting, from the chicken's example, it doesn't matter how prefect the company's product is, if the entire performance isn't great, customer will judge the company by their emotion. The performance is just like a company's branding. Customer 's emotion feeling comes from branding. That wny, me as a customer i would prefer the left chicken even if it doesn't taste good.
Swati Tiwary's comment, August 22, 2013 10:30 PM
As humans the first thing that we connect to something is on an emotional level. What ever makes us feel more connected with , we will always go with that choice. For example when apple says makes going to their store an experience its is way more appealing than going to other stores. Hence it is important that branding evokes human emotion. This would help people remember how they feel when they see the brand and hence help brand recall and brand peference
Swati Tiwary's curator insight, August 22, 2013 10:36 PM

This article suggests that it is important to differentiate your brand and find the unique selling point and market that. There are so many brands with similar services and functions that a strong brand re call is not enough. They have to make the consumers part of the brand by engaging them and putting a thought into their head. The consumers need to be able to engage and be involved in a sort of thought process. Emotional appeal works very well with the consumers. To give the brand a human element makes the consumer more inclined towards the product as we are humans with an inclination towards warmth and emotion.This makes the consumers look at the brand not as a comodity but as something with a character.

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Understanding the communication mix

Understanding the communication mix | BRANDING | Scoop.it
The primary goal of marketing communication is to reach a defined audience and affect their behavior by informing, persuading, and reminding.

Via Ruby Zhang
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Ruby Zhang's curator insight, September 25, 2013 9:41 PM

In this article, the auther addressed that their are two main goals that a marketing communication should achieve. One is to is to reach a specific audience and affect their behavior; the other one is to build & reinforce ongoing relationships with your audience. In order to do that the marketer need to not only work within the marketing area but also consider the 4ps of the market mix as well. The authors also suggest that using intergration media channels to communicating with the customers, and building a on going relationship between the business and their customers are becoming more and more important.

Janis Wu's comment, September 25, 2013 10:44 PM
Great insight, Ruby! I strongly agree with you and the author about' using intergration media channels to communicating with the customers, and building a on going relationship between the business and their customers are becoming more and more important'. Yes, using the accurate marketing communication mix does not advantage the short run, it will also advantage for the long-run of the business. I also agree with author's opinion about achieving the primary goal of marketing communication is to reach a defined audience and affect their behavior by informing, persuading and reminding. This will be helpful while I plan my future marketing communication mixes.!
Crystal Harvey's comment, September 26, 2013 5:19 AM
Nice insight Ruby, what i liked about this article is the fact that it discusses the secondary goal of marketing. I also liked the flow of the article. After reading this article I feel a tad more knowledgable towards IMC.
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Brand Innovators launches in the UK with Consumer Engagement London at Unilever Global Headquarters - Marketing News | UTalkMarketing

Brand Innovators launches in the UK with Consumer Engagement London at Unilever Global Headquarters - Marketing News | UTalkMarketing | BRANDING | Scoop.it
Brand Innovators launches in the UK with Consumer Engagement London at Unilever Global Headquarters, Tuesday 2nd July. Visit UTalkMarketing for more Marketing Events

Via Will Corry, Janis Wu
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Alex Wang's comment, July 28, 2013 6:04 PM
Great insight! It basically summarises the article! Help me a lot to understand the concept!
Janis Wu's comment, July 31, 2013 1:30 AM
RE:Alex Wang : It's very good to hear that you understand the concept. Because I was a little bite confused in the beginning. After reading this article, it helped me understand a lot as well.
Ruby Zhang's comment, August 22, 2013 12:56 AM
Great insight, sums up the artical. Good to see use some example which not from the article to interperat how companies use e-mail to attract customer engagement. And I agree with you on how you addressed that customer engagement is not one way process. we do need to enteract with our customer more effectively, be innovated on hwo we can communicate with the customers.
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How to use social media to understand and engage your customers

How to use social media to understand and engage your customers | BRANDING | Scoop.it
With the role of chief marketing officer evolving, Corinne Sklar explains how companies can use social media to mobilise customer engagement

Via Joshua Iles , Etain Chow
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Joshua Iles 's curator insight, March 21, 2013 8:44 PM

Consumer engagement is an important factor towards the growth of brand equity. Creating a relationship between consumer and brand has never been as easy due to the recent development of social media marketing channel; a direct link influencing emotional relationships between brands and consumers. This article states that up to 80% of businesses using social media websites to advertise are not capitalizing on consumer engagement opportunities. The suggested course of action - put the consumer first. IMC concepts can be applied to their efforts by using an integrative perspective, focusing on communication techniques in order to get their message to the consumer. As opposed to simply promoting a brand through social media, businesses need to communicate to consumers effectively in which consumers have the authority to communicate back, creating a two-way communication channel. Feedback is crucial for any brand growth, and social media makes such a task easier for both the consumer and brand. Businesses need to focus more on listening to customer feedback in order to ensure full engagement surfaces. If customers want change, using social media through blogs or discussion boards enables consumers to voice their opinions. Businesses are put into a position to alter their brand to meet consumer criteria; consumers can grow content with the effort the brand has made to meet their needs, and the emotional bond between the consumer and brand will strengthen, which all feeds into the continual growth of brand equity.

Etain Chow's curator insight, August 1, 2013 6:18 AM

Consumers have changed over the years, and are no longer satisfied with what marketers feed them. Instead they are constantly searching for information regarding products and services, which cements the likelihood of purchasing or not. This habit affects big purchases to small petty buys, i.e. purchasing a car to purchasing the cheapest groceries available. The biggest change being interactive communications instead of the traditionally passive. 

 

Consumers nowadays want to be a part of a brand's growth or brand's story. It enriches them and builds loyalty, because instead of just being a consumer of a brand, they become a part of the brand. This instinctly grows a bond between both, and is integral to a brand's longevity in today's competitive market. Long gone are the days of marketers singing praises, now marketers need to engage consumers in every message communicated. 

Haifeng LIU's comment, August 1, 2013 6:36 AM
By using social media, it is not only the technology should we care but also people who are responsible for it. Connections between companies and customers are built by employees using technology as a weapon. Social media normally is to interact with people; it is not only just technology. Last point, customers’ advocate brings advantages to companies as well as gain businesses brand in the marketplace.It is true that social media is a powerful way to connect with customers,to discover their needs and to respond to their complains.
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3 Mobile Tools to Improve Your Social Media Marketing | Social Media Examiner | #TheMarketingAutomationAlert

3 Mobile Tools to Improve Your Social Media Marketing | Social Media Examiner | #TheMarketingAutomationAlert | BRANDING | Scoop.it
Mobile marketing strategy: here ways to mobilize your social media marketing and increase leads, engagement and sales.

 

Digest...

 

#1: Send SMS (Text) and Video Messaging With Mogreet Express

One of the most powerful mobile marketing channels available today is SMS or short message service, which is also known as text message marketing. SMS is a permission-based messaging tool that lets customers receive messages from you after they text a keyword or sign up using a web form. SMS may not sound sexy, but it’s highly effective. Studies have indicated that 97% of mobile subscribers read an SMS (text) message within 15 minutes of receiving it. 84% respond within 1 hour.

 

#2: Run Mobile-Friendly Facebook Contents With Heyo

Heyo makes it easy to build a contest on mobile that integrates seamlessly with Facebook. Not to mention it looks beautiful with the easy-to-use tools Heyo provides.

 

#3: Measure the ROI of Mobile Marketing With LogMyCalls

One of the top converting metrics is a phone call. With such high odds of a mobile searcher clicking to call your business, tracking and measuring calls are vital. LogMyCalls gives you a full suite of tracking features to track every call generated by your mobile advertising and measure the return on your investment.


Via marketingIO, Markus Schobel
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Tina Schraier's curator insight, October 6, 2014 8:04 AM

You can use the V-Smart as your web form.

Tina.YourVirtualPortal.net

RITU DANGOL's curator insight, October 27, 2014 6:33 PM

when using a social media channel for your business, it is important to start by doing research and understanding the overall behaviors of a of users network, moreover how they behave on their mobile device.

 

By permission of customer, company can send text message about deals & promotions and coupon codes.

 

from LogMyCalls  company can track every call of consumers generated by  mobile advertising.

 

 

 

RITU DANGOL's curator insight, November 24, 2014 11:50 AM

Mobile Marketing is a great tool for business

SMS marketing is highly effective tools for business, you can send a text message to your customer about great deals and saving with coupon codes for saving.

 

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Aucklanders, do you #loveyourcity? :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation

Aucklanders, do you #loveyourcity? :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation | BRANDING | Scoop.it
Idealog is the magazine and website of New Zealand creative business, ideas and innovation

Via Rebecca Taylor
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Alana Meikle's comment, August 22, 2013 6:20 AM
I agree, it is a great marketing strategy. It is allowing the people of Auckland to show off how they see their city. It is getting the people involved and shows that their input is appreciated and wanted for the campaign.
Danielle Mcnae's comment, August 22, 2013 6:23 AM
I agree I think this is a cleaver idea, and will target the younger consumer. Everyone is all about sharing their experience on Facebook and Instagram so others can see. By coming up with this idea is the perfect way to take advantage of something that is immensely popular, and i believe it will be very successful.
Emily Gavigan's comment, August 22, 2013 7:18 AM
There are number of reasons this campaign was so successful from the get go. Firstly, Big little City are not ‘selling’ anything, as you mentioned Rebecca. This is generally an initial hurdle for marketers. Secondly rather than creating an unfamiliar space for consumers to go, they came up with an idea that meant individuals could continue to do what they already love to do - take photos and #tag. The emotional benefit the consumers receive from engaging with this campaign is that they are promoting the place in which they live and the things that they love to do there. Furthermore for those who were heavily engaged with the campaign, their great photography could win them a place in the final art exhibition or be printed in the paper. Creating a deeper emotional experience.
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'Whopper Freakout' Wins Grand Effie

'Whopper Freakout' Wins Grand Effie | BRANDING | Scoop.it
burger king and crispin porter & bogusky won the grand effie, the top award for marketing effectiveness, for the "whopper freakout" campaign.

Via Rebecca Taylor
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Emily Gavigan's comment, September 26, 2013 5:51 PM
As you mention Rebecca, a very bold but successful move where often consumers don’t realize just how much they love a product until they believe it is no longer there. The havoc caused from this stunt created so much interest in the media that those who weren’t initially a “whopper” burger lover would have been lured in to see what all the fuss was about and clearly this is shown through the massive increase in sales. A very effective and well integrated marketing campaign.
Danielle Mcnae's comment, September 26, 2013 9:19 PM
I love this article! I think is such a great risky move that has defiantly paid off. I agree with the point made that consumers dont know what they love until its gone. A great example of this is when they recently brought back georgie pie in New Zealand. Consumers went crazy over the pies once they were introduced back into the market, which saw Mc Donalds profits rise. This too was a very clever move.
Danielle Mcnae's comment, September 26, 2013 9:19 PM
I love this article! I think is such a great risky move that has defiantly paid off. I agree with the point made that consumers dont know what they love until its gone. A great example of this is when they recently brought back georgie pie in New Zealand. Consumers went crazy over the pies once they were introduced back into the market, which saw Mc Donalds profits rise. This too was a very clever move.
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5 Creative Marketing Moves

5 Creative Marketing Moves | BRANDING | Scoop.it
Image via CrunchBase Getting the word out about your company is a constant challenge, especially in today’s over-saturated, noisy market.

Via Alana Meikle
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Alana Meikle's curator insight, September 25, 2013 7:10 PM

This article gives examples of 5 brands that have used marketing in a creative way to really engage with their consumers. They each tell their story in a unique way while taking into consideration things such as, their target markets and comsumers - who they are and what they want, they then have each advertised their product in a way that captures their consumer's attention. E.g. Dove's campaign showing 'real' women in their ads rather than models is creative and effective as the majority of their buyers are 'real' women. Lululemon's idea of having a free yoga class once a week in their stores is creative for their brand as they sell yoga/fitness clothing.

Emily Gavigan's comment, September 25, 2013 8:26 PM
This article plays real emphasis on getting to know your consumer inside out in order to interact and produce something that will attract consumers. Marketing is all about getting a response and if an IMC strategy is well thought out then a company will see great success for its brand. These examples of Dove and Lu Lu Lemon tap in to their target markets to find a unique aspect of their brand that will capture consumer’s attention. As the article states, “turn your thought process upside down and get down to its core” so that you can give consumers something unique and exclusive to that brand that wasn’t at all expected.
Rebecca Taylor's comment, September 26, 2013 8:14 AM
This article is very insightful and illustrates examples of successful and creative advertising campaigns. I think brands that truly understand who they are and what they are offering will succeed the most. It is interesting how Dove use the 'real' women and focus on the inside as well as the outside. I believe another successful campaign of this kind was the Kelloggs "What have you got to gain?". This drew on a consumer insight about how women want to 'lose weight' and 'lose fat' and instead they spun it around and showed how much confidence and sense of achievement you have to gain and how that is what is important. Very creative and effective idea that sat at the centre of their entire advertising.
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Never Forget the Power of Integrated Marketing

Never Forget the Power of Integrated Marketing | BRANDING | Scoop.it

Marketers need to ensure that they've created multiple opportunities for engagement with their brand.

 

The key takeaway for marketers is that you need to ensure that you've created multiple opportunities for engagement with your brand. You need to build a relationship with your audience. You can't always just take tactics at their face-value and their individual contribution - you have to look at the contribution to the success of other tactics, and how all of these tactics work together to drive success.

 

Ultimately this culminates in two recommendations:

Ensure your marketing strategy takes an integrated, holistic approach that is designed with multiple consumer touch points.Ensure you have the right measurement strategy in place in order to measure not only the individual contribution, but the combined impact of your tactics.

May the power of integrated marketing be with you!


Via Lauren Southgate
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James Kim's comment, August 21, 2013 3:30 AM
I totally agree with your insight statement, where the article has mentioned that different consumers respond to different forms of marketing and so there is a need for more than one marketing tactic. Also with a backing up example you have pointed out that each individual tactic works with each other to create an impact on consumers. By this more and more consumers will engage with the brand and receive ongoing communication from the business, also it will increase the number of opportunities
Wan jin Ko's comment, August 22, 2013 2:30 AM
The article clearly explain about integrated marketing. Integrated marketing is more effective than other marketing tactics. I agree with the opinion that business need to process more than one marketing tactic because consumers's response are different and various. In addition, the business should provide marketing strategy with integrated, holistic approach and right measurement in the strategy that designed with multiple consumer touch points.
Will Costello's curator insight, August 22, 2013 10:03 PM

This article articulates the importance of integrated marketing in a business. Integrated marketing incorporates a wide range of extremely valuable aspects of business and marketing.  Julie Batten uses the analogy of building a piece of furniture. With basic tools such as wood, nails and a hammer you are able to make a chair, but it wont necessarily be very comfortable, or stable. You cannot use one tactic to fulfill the potential reach, as it is highly important that you incorporate all sides of the dice in order to maximize the value of your marketing. The article reiterates the idea of creating opportunity for consumer engagement with your marketing communication, rather than relying on face value.

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Direct Marketing Doesn't Have to Suck | paulgillin.com

Direct Marketing Doesn't Have to Suck | paulgillin.com | BRANDING | Scoop.it
When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of awareness by tapping into my network.

Via Lauren Southgate
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Lauren Southgate's curator insight, September 24, 2013 9:38 PM

This article gives good examples of how direct marketing can be effective if it is used properly. Ultimately, it is the marketers that determine whether or not their direct marketing method is successful or not. Of course, direct marketing is often seen as more of a burden for consumers, and causes nothing but unnecessary clutter but there are forms of direct marketing that engages its customers and markets to them effectively. This article states that the one of the best things to do, is to think like the customer. It is better that the customer is made to 'look smart' rather than drowning them in useless junk. 

Wan jin Ko's comment, September 25, 2013 7:27 AM
The article gives vary examples of use of direct marketing effectively. Author explained that direct marketing can be successful or not and it is dependent on marketer's decision. Marketer should carefully choose direct marketing method to engage with consumers because it often give consumer burden and so easy to be ignored.
James Kim's comment, September 26, 2013 2:55 AM
This article pointed out some good examples on how direct marketing can be effective if it is used properly. Saying that it is always the marketer’s decision whether they choose to be a successful in the marketing method or not. Moreover, one of the best things to do is to think like the customer and be the customer in order to treat them well as a VIP. Furthermore, I do really strongly agree with Lauren on the point where it says, it is better that the customer is made to “look smart” rather than drowning them in useless junk
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Tracking mobile offers from eyeball to purchase

Tracking mobile offers from eyeball to purchase | BRANDING | Scoop.it

The life cycle of a mobile ad in 3 steps
SUMMARY: Mobile marketers can best appeal to potential customers by taking into account three steps that take place between when a consumer notices an ad to the time he or she makes a purchase, writes PushPoint CEO Greg McAllister. In distributing the message, special offers work best with location targeting. Then it's a matter of tweaking the campaign to increase customer engagement and push the consumer nearer to purchase while tracking how well the marketing strategy worked.


Via Alice Burke
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David Weng's curator insight, August 7, 2013 5:12 AM

This article mainly talks about the influence of mobile phones use and advertising. Also it gives three key elements to attract consumers. The article has mentioned that 86% of shippers will access a retailer's site on their mobile device while shopping in a retail store and mentioned 71% people want to use mobile wallet experience in 2013. These record shows that how is a mobile phone provided and creates their brand loyalty, mobile phone is no longer just the communication device, consumers demand producer to give more convenience and useful programs on mobile phones, it is like mobile wallet.

Mobile offers are really useful tool for marketers. It can attract new consumers and it makes consumers easy to evaluate and identify their brand. I think the target part is quite good idea, depends on location and consumers segmentation, we could focus on the special groups for discount, it will increase peoples motivation and their loyalty to this brand. Closing the loop at point of sale is for people could clearly see and find the shop also the great idea as well.

Overall, mobile phone is now really useful tool for everyone. But everything has the disadvantage, I’m worried that we will lose some of our communication skills. So we have to use mobile phone effectively.  

 

Juju Jadine Davis's comment, August 9, 2013 10:27 PM
Alice, has basically covered everything, so there isn't much to add. The prevalence of smart phone use among consumers has provided marketers with a new platform to grow their consumer reach, not only to acquire new customers as explained in this article but also as yet another touch point for IMC. Smartphones are an excellent promotional tool for marketers, specifically because of the data accumulative properties inherent in digital devices; easing the often difficult evaluation process of marketing. In my view, the promotional media on smartphones will be effective in the beginning stages but will probably become common place, to the point where informed consumers will just ignore them.
Li Ma's comment, August 11, 2013 2:43 AM
This article tell people that more and more consumers prefer to use the mobile device not just for communication, they would like to use it for payment, consumption, and product discovery according to some relevant research findings. Thus depending on this situation, the mobile offers and promotions become very necessary, this article also defines the goal for them is to attract new consumers. To reach the goal, the article listed three important steps of mobile offers from eyeball to purchase. They are distributing the offer, engaging with the customer, and closing the loop at the point of sale as well.
I think your comment is very comprehensive, and you added your own understanding of this article, it is pretty reasonable.
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Advertising Analytics 2.0

Advertising Analytics 2.0 | BRANDING | Scoop.it

Advertising touch points no longer work in isolation. If your company doesn't analyze how they interact dynamically, it will be left behind.


Via Alice Burke
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Alice Burke's curator insight, May 8, 2013 6:42 PM

This article presents up to date and very interesting points on how we measure the effectiveness of advertising, and how this impacts on IMC campaigns. The author explains the importance of recognising that we need to incorporate how we measure advertising when developing or reviewing an IMC campaign. It is not comprehensive enough to just measure TV, radio and click through rates by themselves. This is because all aspects of an IMC campaign play into another. The author gives a great example of this through the use of a Toyota Camry advertising campaign. The consumer first sees a TV ad, then goes to the website advertised, then googles car reviews, which links her to a youtube ad, which then links to a superbowl ad from eight months previous, then notices a billboard she hadnt noticed before and then receives a piece of direct mail. She then proceeds to a Toyota dealership and purchases a Toyota Camry! This is a great example of how IMC campaigns allow advertising efforts to lead into one another, and why we need to measure them differently than we have in the past. Previously we measured touch points seperately with a "back-ward" looking view. The author identifies that although we have all this data available for measuring effectiveness, we need to create a way to sift through the data. I think this article plays well into the topics discussed in class, and how marketing and advertising is most effective when implemented and incorporated together.

Roshani Mehta's comment, May 9, 2013 12:57 AM
This article raises the issue of measurement in terms of marketing information. With today's changes in technology an to the way information is gathered by marketers has changed vastly. With these changes comes a need for better measurement, without knowing exactly what information you have, marketers will be unable to use the information to their advantage. Marketers need to find better ways to measure the effectiveness of marketing actions if they are to fully reach company goals.
Georgia Kirkham's comment, May 9, 2013 4:54 PM
This article was very interesting. Throughout studying these scoop.it article it has become apparent that there are alot of articles out there stating the importance of digital marketing, this article brings up the issues that has brought about with measuring the success of different marketing communications including digital. It looks at how a company measured the pathway from the customer noticing one bit of advertising, thus causing them to seek out another bit of advertisiing from the company to seek out purchase. Increases in technology have made this imperitive to the measurement of marketing communications however, it has also made it easier to do so.