Communicating with consumers: the importance of emotional responses. & consumer engagement
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The Engagement Project: Connecting with Your Consumer in the Participation Age – Think Insights – Google

The Engagement Project: Connecting with Your Consumer in the Participation Age – Think Insights – Google | Communicating with consumers: the importance of emotional responses. & consumer engagement | Scoop.it
At Google, we’re interested in the “how” of engagement. We’ve interviewed industry visionaries, the world’s biggest brands, content creators on the cutting edge, and researchers who are codifying our experiences.
Lora.Waqabitu's insight:

After reading this article I started to realise that I was Gen C and a lot of it rang true. The fact is we are living in a different world with a new order in marketing, especially if you’re trying to reach the next generation of consumers of any brand or market. Engagement has now become priority and a lot of brands are starting to recognise that and that its on a deeper level than just the standard ad on the television or on a bus stop. It’s that it actually has become about getting to know them and listening to what they want as compared to telling them.


Levy is right in saying that Gen C doesn’t like to be told what they want they like the freedom of deciding, they also like freedom of discussion and expression. When Levy commented on how brands could use this to their advantage I couldn’t help but think of the Instyler (hair straightener) and how their current ads are of youtube clips mashed together of people using their product and having positive feedback on it. In order for a brand to survive in Gen C it has to adapt and change to fit in there world because they will dictate what is good and what isn’t and they are not afraid to do it on platform of media.

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6 Emotions That Make Customers Buy

6 Emotions That Make Customers Buy | Communicating with consumers: the importance of emotional responses. & consumer engagement | Scoop.it
Customers make decisions at the gut level. Here's how to use the customer's emotions to your advantage.
Lora.Waqabitu's insight:

I agree with your point of view that those 6 emotions do interrelate when making an emotion driven purchasing decision. But i found that the most important piece in this article was in the understanding of consumer’s beliefs. The fact is though that without understanding a certain consumers belief systems the emotions that the piece marketing or advertising is trying to make can have an adverse reaction when trying to communicate with the consumer. Those emotions are a powerful motivational factor in a purchase decisions but a consumer’s beliefs system is what will push them into buying or not buying a product.

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Duchon Filipo's comment, August 14, 2013 2:47 AM
In my opinion, depending on how your organisation portrays itself to the public determines a consumer's impression. Consumer perception is a vital factor to IMC as their impression will most likely determine their behaviour. It is important for marketers to have a great understanding of their target market as they will know exactly what they're thinking. This will illicit an emotional response that will be in the organisation's favour thus contributing positively towards brand equity.
Georgia Mackay's comment, August 20, 2013 3:45 AM
I agree Lora, I think that understanding consumer belief systems is the key idea here. The 6 emotions do come into play, but I think that they go beyond the six and the simple explanation of each, and it is all about understanding the target market.