Regardless of the merits that the internet has made us less warm –hearted and more impersonal, the grim fact remains social media marketing services
Alex Wang's insight:
As this article mentioned, mismanagement of social media marketing might as well result in loss of brand awareness, shrinking of customer base and dwindling sales turnover. The integration across all media could help an organization a lot on promoting its brand, and getting much closer to its customers. The social media also provides the online reputation management, and building customer relationships and providing opportunities to monitor the growth of sales and expansion of customer base. Every company now notices the importance of the social network, therefore, businesses have started using social media to offer special packages, discount schemes and sales and marketing campaigns. So there is no denying that social media marketing services have begun to play an important role for a business.
The tentacles of customer experience extend to marketing and sales in ways that unite them.
Alex Wang's insight:
Why I scooped this article is the example is straight forward to our lives, as the author said, we probably all know a Kristene who has a fun and engaging sales style. The direct marketing is to engage consumers from the front line staffs, who are the salespeople. Their approach and sales style will build customer loyalty, and also encourage word of mouth and repeat purchases. From this article, I also see how Kristene communicates with her customers, she would let her customers to know any special events which will interest them, and simply call her customers to check if they like the product they have tried. This is engaging consumers by using direct marketing. Therefore, engaging employees are as potent a marketing tool as the most avid customer.
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Alex Wang's insight:
In this article, it shows the importance of developing effective marketing communication mix and how an organisation should develop its communication mix. Because marketing is promotion from the 4P’s which are product, price, place and promotion.
To develop an effective marketing communication mix, an organization has to identify its target audiences. The target audiences have to be differentiated into different segments, and use an appropriate channel to communicate with them. And the message has to be specific, therefore it can attract the audiences successfully. The organisation also has to prepare its plan and tactics. After understanding and learning the audiences, the next step is to increase the awareness of its products or brand, such as working on public relations or advertising. Those two strategies will bring a good effort to the organization.
Those points are very important to an organization to create a good communication or marketing mix.
From this article, it shows that the importance of the social media. Nowadays, the social media is so important to engaging the consumers. The article applies a study which found that most of the Fortune 500 companies are using social network to promote and build the image of its brand. And the social networks they are using allow those companies to interact with their customers, so they will be able to have their feedback and improve their products or services. The social network is not only Facebook or Twitter, and Youtube is also having a huge impact on promoting companies. Companies can create a Youtube channel for social visual marketing platforms to communicate with customers. This is all about direct marketing, to directly communicate with customers and reach to the effort of consumer engagement. Now, the marketing is more about the interaction with customers, it cannot be only advertising anymore.
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
Alex Wang's insight:
I like this article, simply explains the power of ideas and how to use integration to promote the brand across all media. This article uses a few great examples to let the readers to learn that, integration is not about saying the same thing in different channels, the more important thing is how a unique aspect of the brand and tying it to consumers, and make consumers think that is powerful and engaging. Especially, the Nike’s Find Your Greatness campaign, which is the most successful example to show how important, is a strong message with a meaningful idea that can be expressed in different ways.
And also, there is one thing I realized from this article. The writer mentioned ‘emotion’ for a couple of times in this article, so integration is always about how you connect your message with catching up consumers’ emotion.
When analyzing branding communities we hear a lot of analysis focusing on the brand. This post examines the consumer’s motivations to follow brands on different social media platforms and their expectations when they join these branding communities.
How Consumers Use Branding Communities on Social Media Platforms
Consumers use branding communities to engage with brands. Consumers use branding communities first to share their opinions about a certain brand. Since most brands now actively respond to individual comments, there is mutual engagement between the brand and the consumer. Second, consumers “like” social media platforms such as the Facebook pages of these brands because wait for it, they actually buy and use their products. This is one of the most important factors because this is part of what motivates a consumer to join a branding community....
The article is about how companies using social media to engage with their consumers, it shows the importance of the companies’ use of the social network. Consumers are more likely to feel like they a part of communities, so they would like to show others they use the brand. When consumers can gain exclusively content, like discounts and promotions, it will be a motivation to consumers supporting the brand.
And also, consumers are more likely to listen to their friends and family than other sources of promotion or advertisements. The article has attached a graph that supports consumer engagement is more about the communications between consumers and companies, but “hard-sell” from company to consumers does not work all the time, the consumer reports or the word of mouth are also affecting how consumers would like to purchase their products or support the brands.
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