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Week 4 - Communicating with Consumers: the importance of emotional responses

Week 4 - Communicating with Consumers: the importance of emotional responses | IMC Milestone 1 | Scoop.it

Via Onnie Wongchanon
Thapthim (Thim) Phithak's insight:

This article discusses the importances reasoning behind what makes consumers buy products or services. the article shows that the emotional does play in a large role in purchasing power, Research has proven that we are not designed to listen to reason. Our emotions are the driver when it comes to our purchase decisions. 



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Markus Schobel's comment, August 22, 2013 7:10 PM
When I read this article I really enjoyed it reason for this is because I do believe some companies dont focus on emotion enough, they still too focused on sales and ROI.. Emotiion is an important and create $ if used correctly
Matthew Randrup's comment, August 22, 2013 9:55 PM
I like the work ahmed did on this article, i agree that emotion is important when dealing with consumers as it creates loyalty. I also think that by using social media there is no reason why this communication can not be done and therefore the emotional requirement that some consumers have can be met.
Onnie Wongchanon's curator insight, August 22, 2013 11:53 PM

This article discusses the reasoning behind why consumers buy products or services. The key factor explained in the article is that emotions play a large role on deciding whether the customer wants to make a purchase or not at that state of time. Emotionally responding to marketing materials is one of the key signs that can assess whether to make a purchase or not.

Rescooped by Thapthim (Thim) Phithak from ENGAGING WITH CONSUMERS
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | IMC Milestone 1 | Scoop.it
Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

Via Duchon Filipo
Thapthim (Thim) Phithak's insight:

The article talks about consumer engagement on social media. According to the article Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter. The article reveals that’s consumers are more engage in visual content. Current users are highly engaged with brands which do not contain any official presence on Instagram which means that there is a strong visual presence on the social media website. Brands such as Chanel, Prada, Gucci, Louis Vuitton and Michael Kors are popular hash tags on Instagram.
In relation to IMC strategic process it is important that organisations choose platforms that their chosen target markets mostly use.

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Duchon Filipo's curator insight, August 8, 2013 8:42 PM

This article explains the increase use of organisations using the popular social media platform, Instagram. Despite the fact that Facebook is the highest customer reach platform, consumer engagement on Instagram is 18 times more than Facebook. The article emphasises that consumers engage better with visual content. The use of hashtags (#) has allowed consumers to engage with brands which can reach other potential customer bases. As IMC is a strategic process, it is crucial that organisations choose platforms which their chosen target markets mostly use. It is likely that most brands use other social media platforms such as Facebook, YouTube and Twitter though it is important for an organisation to communicate a consistent message throughout all channels, campaigns and tools to contribute positively towards brand equity.

Georgia Mackay's comment, August 12, 2013 8:15 PM
Duchon, I had always thought that Facebook would have a higher level of consumer engagement that Instagram, but once I thought about it, it makes sense. Hashtags are a great way for brands to follow up on their consumer target market and see how they are engaging with the brand. Facebook has started the use of hashtags now to, so it will be interesting to see how people use them and whether the level of consumer engagement rises higher than that of Instagram, as Facebook is the highest customer reach platform.
Lora.Waqabitu's comment, August 14, 2013 12:47 AM
I really enjoyed this article Duchon it was quite informative on how brands are currently using the social media and its platforms to get to their target market. I found it interesting that consumers prefer visuals and engaged with them more because I consider myself as one of those consumers who sees images before reading. I also agree with the marketing team needing to know which platform that their target market are currently using in order for them to have the most effective IMC strategy. I also noticed that Georgia, considering that people are so use to hashtagging now I think it will catch on because people were hashtagging on it before Facebook even made it official.
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Why Is Branding So Important In This Decade? | Design Mantic Blog

Why Is Branding So Important In This Decade? | Design Mantic Blog | IMC Milestone 1 | Scoop.it
Branding is an integral part of any business; research shows that every successful business has its foundation laid on its unique brand. Brand is a major part of your marketing plan.

Via Faheema Mehter
Thapthim (Thim) Phithak's insight:

The article discusses the importance of branding for any businesses in this decade. First of all, branding is not just about having creative and good looking logo, it’s about building and maintaining a favourable identity and image of the company and/or its products or services in the mind of the consumer. The goal of this is to build and foster relationships between the consumer and the brand. It is important to create and maintain brand equity; brand equity allows a brand to earn grater sales volume and providing companies competitive advantages. To create and maintain equity first you must think about the logo, as this will represent the brand it also provides the business with an image and it should be able to convey the message clearly. Then Customers and brands bonding. Since brand builds customer loyalty, which lead to repeat purchases (brand loyalty). It resides within the hearts and minds of the customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. Lastly referrals making your brand talk-able then the value added something different to your service that no one in the market is offering like loyalty discounts and rewards in order to convince to your customers that your product is unique.

 

 

 

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Faheema Mehter's curator insight, August 21, 2013 4:30 AM

This article is very helpful as it comprehensively explains the importance of branding in this decade. Brands and brand management is not only about creating and having a good looking logo, it's about showing the company's values so that customers can relate the brand to a specific product or service that is offered. It is extremely important for brands to build a bond with their customers and this is done by achieving customer loyalty. Nowadays, customers look for the next level of experience so it is crucial for company's to put the customer first. The better the customer's experience the more loyal they are to a particular brand. 

Janis Wu's comment, August 21, 2013 6:18 AM
In this article, it gave me additional information about the importance of branding. Branding to me is not just a few words, it communicates and shares information about the brand itself to the world.Branding plays an important role in business. For example, if the brand name is too complicated to read, then a customer is more likely to forget the brand. Hence, the brand itself should represent the company and the product, like Faheema just mentioned. Nowadays, customers do not just recognize the brand name for purchasing certain types of goods, they recognize the brand to have more engagement between themselves and the product. Brand does not only create value to the business, it creates satisfaction, creates loyalty and brands positioning in a customers mind. This article is very interesting to read.
Laura Jane's comment, August 22, 2013 6:30 AM
The motivation of brands is to influence changes in consumer behavior. I like how the article emphasizes the importance of adding value to a brand by creating a product or service that no other competitor in the market is offering. This can be a difficult task, and again I believe it relates back to creating an emotional response in order to influence changes in consumer behaviour.
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Week 3 - Understanding intergration

Week 3 - Understanding intergration | IMC Milestone 1 | 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, Onnie Wongchanon
Thapthim (Thim) Phithak's insight:

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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Sean Peh's curator insight, August 21, 2013 1:51 AM

First of all, we have to acknowledge that employees plays a significant role in a company, therefore keeping the employees motivated would be one of the key success in making profits. During an integration, doesnt matter big or small, its always important to keep the employees as well as the clients updated.

As a leader/manager, guiding the employees would be really important, it would be really good if a whole company can become one instead of 'you', 'me', it should be 'us'. If the employees feel more welcomed by the company, they will certainly work harder and make more profit for the company. 

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.

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Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales

Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales | IMC Milestone 1 | Scoop.it

A Coca-Cola executive threw cold water on social media buzz earlier this week when he told an advertising conference that the company doesn’t see a relationship between online buzz and the company’s short-term product sales. ... After the AdAge article created a lot of buzz this week (ironic, isn’t it?), Coke went out of its way today to emphasize that social media plays a “crucial role” in its online marketing, and has been driving in-store Coke sales. Wendy Clark, Coca-Cola’s Senior Vice President of Integrated Marketing Communications and Capabilities, wrote a response to the conversation on the company website: None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value. Reach, engagement, love and value are the markers of success we use for our campaigns. We measure these in a variety of ways, often with our media partners. In beta testing with Facebook, we’ve been able to track closed-loop sales from site exposure to in-store purchase with very promising initial results that are above norms for what we see with other media....


Via Jeff Domansky, Sisyliana Halim
Thapthim (Thim) Phithak's insight:

This article evident that advertising their coca cola brand through social media is the most effective way. It talks about the importance of integrating the social channel, coca cola clearly state that social media is crucial, by advertising the brand through social media will make the brand become more recognise or sustain its recognitions world wide. I agree with the article since most social media are easy to access plus cheap, so why not use it as their advantage to be successful.

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annabel rollinson's comment, April 9, 2013 5:22 PM
Again social media is the main focus of peoples lives now and will constatnly influence the way the see things and also how the see a brand. I feel the same as Renee, as coke is such a large brand I don't think that much work would need to put into social media, things such as new products and competitions couls be added onto the social media page but it is not a small business like a retail store therefore negative and positive feedback may not be placed.
Sisyliana Halim's curator insight, August 21, 2013 2:39 AM

 This article shows the importance of intergrating the social channel into the brand you are working for or trying to promote. Coke states that social is crucial espically in this day and age where social media plays a crucial role in its online marketing. The senior Vice president stated a very important thing which is " None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value."

 

Which is true because i think without intergrating other concepts into the way we market it would not be as effective as they would like. Using a platform such as Facebook, youtube and Twitter in the right way allows these intergration to be successful, if not i beleive that cokes marketing campaign would not be as effective as they would like. Again we have to start thinking about effectively using the different social media platforms we are given today and intergrate that to the differnet segments and target markets we are trying to aim for. 

Sean Peh's comment, August 22, 2013 6:25 AM
If it wasn't obvious enough, by now everyone should be able to agree that social media is one of the biggest things in the world and almost everyone uses social media such as Facebook, Twitter, Youtube, etc. As was mentioned, even one of the biggest if not the biggest brand which is coke uses social media to promote and create awareness for its brand.