Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up.
Becky Norman's insight:
This article talks all about the online/ offline mix in terms of retail. We live in a multi-platform world where communication is important through all mediums. Retailers are enhancing this by communciating and building relationships with customers through online services, shopping and marketing.
This article tells us that although emotions have played a small role in marketing for quite some time, people have underestimated the effect it has on consumer purchasing and brand value. Recent neuro-research illustrates that we have been underestimating the impact of emotions on decision making for a long time, and that we must conside this higly to capture our audiences and deepen the emotional connection with consumers. The question remains, will marketers finally look at emotions more in terms of marketing products or services? Will they value emotional responses more than they have in the past?
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Becky Norman's insight:
This article tells us that continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications. Planning these objectives helps the business measure its sucess and allows them to make informed decisions on steps ahead.
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