I agree of this article but mostly about the part where it is states that spending more money on a brand is more effective in the integrated marketing campaign. Fragmentation is making sure that you have the selected the right audience with the right message to the consumers with the positive outcome.
Social media plays a huge role on consumers and how it influence in today’s marketers. This article has been a great insight on how social media could be used to visualize and interact with their consumers.
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....
For, a business to survive in the marketplace today is crucial and by doing so branding is the number one effective strategy. This article has given an insight of how branding is important and for the consumers to engage itself with the way the brand is being carried out to attracted its target audience.
Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.
Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.
The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.
The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.
To understand and improve consumer engagement is to follow the four steps that would lead up to the connections with the right consumer at the right time. Consumer engagement is designed to target marketers to interact and connect with the brand and by doing so brands would need to keep up as social media has a major effective on the consumers.
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