Branding is regarded as one of the main aspects of marketing in the present time. Branding is by no means a new concept. Scientists have uncovered evidence of product branding that dates back to 5000 B.C.
Branding is an idea that has been central to business success so long. As markets andd businesses have begun to evolve and become more abstract and modern marketing techniques. Now that more companies are excelling in marketing it is important that companies use marketing campaigns so that they excel. Web design and advertising agencies have become the best way to gain good market awareness. Is there any other more innovative or modern way to improve or excel in marketing brands?
Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes).
Consumer engagement typically includes the following practices
Digital and online programs, including a brand’s own websites and mobile platforms, as well as ‘third-party’ digital media, such as blogs and social media, video and other user generated content sites, where a brand’s content is relevantSports, music and event marketingPublic relationsTraditional advertisingRetail promotion
Experiential marketing along with digital and social media have an important place within consumer engagement efforts as they allow two-way consumer dialog. This can give a brand faster and more effective access to connect with consumers and allow brand and consumer to become collaborators on new products and marketing efforts.
Methods of measuring consumer engagement vary as widely as brands and business’ goals vary. Quantifiable metrics like number of targeted impressions and consumer replies as well as consumer attitudinal and behavior changes can be part of the measurement. Qualitative measures such as the ‘richness’ and personality of a brand’s interactions, can also be gauged.
This article gives good descriptions of what consumer engagement involves. There are a number of different so called " results " which are involved in consumer engagement. This involves emotional impressions and what is involved in driving a sale. What concepts do you believe are the most relevant in todays world of marketing? Is social media now they only way that we can engage our consumers? There are so many concepts that are involved on gaining consumer engagement whether it is qualitative or quantitative.
As the customer loyalty landscape shifts, marketers have to adjust how they reward customers. Learn more about how marketers are adjusting their loyalty programs.
Many brands think little about loyalty. Why? Is loyalty management stale? That’s not to say loyalty programs no longer work, or consumers are no longer loyal. While they are definitely more fickle, today’s consumers have simply come to demand more from loyalty programs, which would explain why only 46% of program members are active.
Loyalty management does not deliver consistent results: 41% of the marketers are not happy with the results of their loyalty program. Marketers struggle to identify key metrics they need to track, evaluate the effectiveness of their current efforts, and design tests to calculate the incremental value of the overall program without a process for prioritizing and analyzing loyalty data. Additionally, small teams and limited budgets mean that loyalty marketers don’t have the time or skills required to establish a measurement strategy. Finally, for many loyalty marketers, obsolete technology platforms, relationships with multiple vendors, disparate databases, and batch updates add to their measurement frustrations. Combined with poor data hygiene, these hurdles make customer management both complex and time consuming.
Consumers have assumed control over relationships with brands. This fundamental change has a direct influence on the design of loyalty programs. Customers want to be courted and rewarded during each interaction with the brands they choose. And they want more immediate rewards.
Consequently, traditional loyalty marketing strategies have to evolve from the “transactional” model marked by “earn and burn” towards an “emotional” model where interactivity, personalization and differentiation merge to deliver truly remarkable experiences.
In order for customers to be loyal to brands, brands must first be loyal to customers – surprising and delighting them with personalized, relevant experiences. These experiences have to be in real time with the help of a 360-degree view of customers.
Furthermore, in light of the rapid adoption of smartphones, mobile apps, and social media, brands have to incorporate these channels and devices into their loyalty programs to drive a strategy of conversational marketing that orchestrates 1:1 messages seamlessly across channels.
It’s time to introduce loyalty marketing into the day-to-day brand strategy in order to fully capitalize on loyalty management! With comprehensive customer profile management and efficient, personalized promotional actions directed to appropriate client groups, brands can reduce customer retention costs, increase sales profits, and gain long-term customer loyalty.
Meera Bhana's insight:
Consumer Loyalty is an important component when brand management is concerned. Once consumers are aware of whatever product that exists they have control of how the market views products. Some companies do not find consumer loyalty a crucial concept in brand management. I agree with this article that is important now to make loyalty marketing a regular day to day goal that should be considered. Having loyal customers means that they are more likely to purchase a different range of a companies products and also spread the word that products are good quality wanting more customers to buy.
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