Communicating with Consumers: the Importance of emotional responses
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Rescooped by Shay Narsey from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Communicating with Consumers: the Importance of emotional responses | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA
Shay Narsey's insight:

I thihnk this is a great  article and relevent to the IMC concept becuase it shows how integration across all medias can be vital for companies to be sucessfull. This article talks about how important direct marketing can be. such us now having twitter and facbook which your brand can directly interact with its customers and potential customers. also if the company is using Radio and TV ads and at the same time having a good online presense would mean that your fans are more engaged with the brand and more chances they will buy from your brand. 

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
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Corporate Redesigns That Work - Speckyboy Design Magazine

Corporate Redesigns That Work - Speckyboy Design Magazine | Communicating with Consumers: the Importance of emotional responses | Scoop.it
To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi
Shay Narsey's insight:

From this article we learn that consumers are becoming more and more aware of the changing environment and envolving society. with this article it shows how brands need to change their look with logo's and marketing to keep relevant and keep the consumers engaged and thinking that this company is up with the trends and in fashion. By keeping the companies look fresh it gives a better image to consumersof the company. we look at logos like apples which had evolved to a much more simplistic logo and actually resembling more of the companies name.. We also look at the likes of Pepsi which has constantly changed its look to keep relevant. keeping the consumer engaged with your brand is essential to keeping your brand strong

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Yangyu Wang's comment, August 22, 2013 2:43 PM
I agree with the article that the company need to change their look with logo's and marketing to keep their consumers engaged, but we have to think about it critically because not all the changes are successful, especially when changes of the logos. If pay enough attention on those successful examples displayed by author, it is obvious that almost all the new looks are very similar with their old looks. This somehow explains that logo is very important to brand image and identity. The unsuccessful changes may also cause the brand loses bonding between their consumers.
James Bradley's comment, August 22, 2013 9:48 PM
This article is very interesting. Having an understanding for design trends in terms of branding is important. Consumers are increasingly aware of trends and creating an emotional response using the consumer perspective of what is unique or up with the times so to speak is essential when determining the direction for a brand. Simplifying logos and moving away from complicated logos does make sense. Consumers today have less time and head space for marketing communications. As a result memory and recall of brands and communications need to be simple yet informative and creating an emotional response to a particular communication is essential for a brand to compete in todays environment.
Will Costello's curator insight, August 22, 2013 10:35 PM

This article articulates an importance of changing a brand to adapt to new times in order to keep relevant in the market and with consumers. The article identifies many well-known brands that have redesigned their logos and they brand identity to gain a constructive response from consumers. Firstly they identify Pepsi, who have changed their brand countless times leading towards simplicity. This has helped Pepsi with their color association, as the product removes the jargon and concentrates more on exploiting the red, white and blue. This is an extremely valuable strategy for Pepsi as a brand, as consumers draw an emotional response being able to easily associate these colors with the brand. The article identifies many different brands that have had simple but effective changes such as Pepsi. Something as small as simplicity can have give the brand a major advantage and help it adapt in the eye of the consumer, triggering a positive response in the market.