The study of consumer behavior provides companies with valuable information about its consumers and prospects, including probable likes and dislikes, spending patterns and motivators to purchase.
Stella Gao's insight:
This article clearly shows that the importance of studying consumer behaviour. It is not only about getting the imformation of consumers and prospects, but also affacts the marketing strategies of the company. Studying consumer behaviour helps different steps to achieve markting objectives, such as promotion, advertising, branding, communication, etc. Therefore, in order to choose effective IMC can't leave studying consumer behaviour.
Consumer psychology studies how and why we buy goods and services. Learn more about how psychologists study the science of consumer behavior.
Stella Gao's insight:
Studying the consumer psychology is essential and important for marketers. Marketers should understand why and how people buy some products or services, and what will influence a consumer's buying choice. It helps marketers to make an emotion connection with consumers. It also helps marketers to choose effective IMC to promote products or services. This is a good article to have a basic understangding of consumer psychology.
Integrated Marketing Communication plays a very important role in communicating the brand message to potential and existing customers. Lets discuss the importance of integrated marketing communications in detail.
Stella Gao's insight:
With the development and arise of new technology and media, customers have different channels to get the brand information about specific products and services. So marketers should use alternative ways to communicate with their target markets.As Integrated marketing communication is an approach to integrate various marketing communication tools effectively, it is growing the importance to both marketers and academics toady. As we have a basic understanding of IMC, it is an essential business communication tool for marketers to communicate effectively with their customers. In order to support this viewpoint, there are four basic reasons would be provided.
One of the major reasons is that it plays an integral role in the process of delivering the brand messages clearly to the customers. With various integrated marketing communication tools, such as advertising, sales promotion, public relations, marketers need to use IMC as an approach to make all kinds of IMC tools work together effectively and efficiently, which leads to increase sales, build customer relationships, and build brand awareness.
Speaking of brand awareness, it comes up with the second reason. IMC helps marketers to create brand awareness and brand identity among both existing and potential customers. IMC delivers brand messages from the business to the customers, not only to promote the products and services, but also develop trust of the brand among their target markets.The third reason is integrated marketing communication is better than other traditional ways in marketing, as it not only focuses on attracting new customers, but maintaining good and longterm relationships with customers as well. As Pat Fontana said, “Maintaining current customers is less expensive and more beneficial to growing businesses than attempting to win new customers.” To achieve that purpose, marketers can choose proper IMC tools to communicate with current customers successfully, as well as getting customers’ feedbacks to evaluate. Meanwhile, through promoting the brands, new customers might be attracted more easily.
Marketer always spend a lot of time choosing the best marketing tools,so the fourth reason is that IMC saves time for marketers as it provides a wide range of options. IMC ensures that marketers deliver the right messages at right place in right time
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