This article looks into basic principles of consumer engagement and provides insight into how an organisation can connect with consumers via four simple rules of engagement. It’s very interesting to note how little brands, including the big players, marketed their products directly to consumers using social media leading up to the holiday season. This understanding of a change in consumer behaviour toward information search and often purchase via online stores is essential for a particular brand to shine above the rest and achieve its full potential. For a brand to actually understand their market, be organised to execute targeted communications and leverage the use of mobile technology is the message brand managers and organisations as a whole need to understand in order to be continually competitive in today’s fast paced environment. As research suggests consumers in general are brand conscious, yet do make impulsive decisions when they require a product/service they usually don’t need or want, having a concentrated presence online especially on social media touch points is essential to consider when developing an integrated communications plan for any brand.
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