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Branding Communities: A Consumer’s Perspective - Business 2 Community

Branding Communities: A Consumer’s Perspective - Business 2 Community | Milestone 1 | Scoop.it

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....


Via Jeff Domansky
Wenzi Liu's insight:

Social media platforms like Facebook and Twitters are commonly used nowadays. As there are more and more consumers using these platforms branding communities are a popular way for brands to communicate with consumers. There are few reasons for consumers to join these branding communities. Firstly most brands now actively respond to individual comments. Consumers can express their opinions of the brand through these platforms, either like or dislike. This allows the brand to communicate with consumers effectively when any of the consumers have opinion with the brands products or services. It also allowed the fans of the brand to show the others that they support this brand. Moreover, consumers can use it to receive discounts and promotions they would otherwise not see if they were not a part of these branding communities. 

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Gibson Zhou's comment, August 22, 2013 8:15 PM
good think article.
Florencelii's curator insight, September 26, 2013 2:19 PM

 

Social media becoming like a trend of marketing. Marketers used social network such as Facebook to engage with their customer. The customer gets to inform the news of the brand through the page and also leave comments on it. The Brands sometimes also provides discounts or voucher online to the people who liked their page. These are the great ways for gaining attentions of the customer and building loyalty.


I like this article of how it shows real facts with statistic support; it makes the content more convincing. It shows that most of the consumer trusts the words of mouth of their friends and family more than the message of the brands like advertising and email.

Irene Laulu's curator insight, July 31, 2014 8:47 PM

Brand Parity.

The brand parity is not differentiated from its competition, so that consumers develop no brand preference and buy on price which means they choose the cheapest price but not the quality. Some customers prefer the price no matter what condition the brand is but some people they prefer to the brand.  For example Facebook is the most popular social media or brand nowadays how people use this website to communicate with their families and friends. Business use Facebook as their way to advertise their product or services. This is also the cheapest way to communicate with other customers or business.

 

This relate to one of the communication barriers "Noise" Social media ‘noise’ is at an all time high,  your customers will be actively having to filter out this noise, deciding what they choose to pay attention to. As Facebook become more popular brand in the world this can motivate other customers that haven't been on Facebook yet.

 

Brand should be positioned so that the target audience will perceive it as different from other brands for example twitter, skype etc. However the brand can tells the customers how the quality of the product and kind of services that each company try to advertise especially online.

 

My perspective is that Brand is very important because if I am willing to pay more for what I perceive is a valuable benefit.

 

@Ashleigh Ali

 

 

 

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Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | Milestone 1 | Scoop.it
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.
Wenzi Liu's insight:

This article has explains the basic concepts of integrated marketing communications. It has given 4 tips that should be considered with.

1.     Know (all) of your potential customers.

2.     Focus on message content and clarity.

3.     Embrace guidelines.

4.     Hire a team of trusted professionals.

I believe that these are very important points to consider when integrating marketing communication. Communicating with consumers is very important for a company to succeed. 

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Emily Zhang's comment, August 21, 2013 8:03 AM
Integrated marketing communication plays an integral role in communicating brand message to a larger audience. This article addresses four tips in understanding the concepts of IMC which are very helpful for companies when operating their own businesses. Additional, IMC helps in integrating all essential components of marketing to communicate similar message to potential and existing end-users and it is essential not only for business to business marketing but also for direct interaction with customers.
Cen Xun's comment, August 22, 2013 4:19 AM
a good start of the study of IMC, this article call the IMC as puzzle, firstly, stated that IMC is customer-centric, then told us why it could help our business, and how to make IMC better for business. easy to understand, and used of IMC
May Elizbeth 's comment, August 22, 2013 6:08 AM
Good point of view Rachel! well worth a read indeed!
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Best Practices For Social Media Customer Service (And Why It Benefits ROI) [INFOGRAPHIC] - AllTwitter

Best Practices For Social Media Customer Service (And Why It Benefits ROI) [INFOGRAPHIC] - AllTwitter | Milestone 1 | Scoop.it
Best Practices For Social Media Customer Service (And Why It Benefits ROI) [INFOGRAPHIC] (Best Practices For Social Media Customer Service (And Why It Benefits ROI) [INFOGRAPHIC] http://t.co/H19eJvbVuc...
Wenzi Liu's insight:

I agree with the point of the article that good customer services create customers loyalty. Customer services is a way for brands to interact with consumers in order to understand more about the needs and want of the consumers and also helps the consumers to understand more about the product or service of the brand. Creating a social media platform is a good way to increase the communication between brands and consumers as nowadays social media is a very common way for people to communicate. An effective social media customer service system helps brands to receive customer’s loyalty.

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Emily Zhang's comment, August 21, 2013 7:04 AM
Customer is always right! In today's market, Customer service is important because customer loyalty develops as customers feel a connection wtih a company. When a company is committed to customer service, its corporate culture will change to absorb this new dimension, becoming the driving force causing amazing results to take place. Social media is a great way to communicate with customers, because it can helps companies to know more about customers' needs and wants. This is also a very good idea of providing unique content and experiences in relevant conversations online will enable companies to achieve their goals, such as increases brand awareness and leads.
Cen Xun's comment, August 22, 2013 4:27 AM
Social media changing the world !!!!! and from this article we could easy to find that customer service face to more challenge during the social media, it ask the customer service respond quickly than before, and provide more attracting point to attract the customer. at the same times, customer service through media could reduce raise efficiency (help people solve problem through social media than visit service, or collect feedback).
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10 Common--and Effective--Emotional Triggers - Consumer Emotions

10 Common--and Effective--Emotional Triggers - Consumer Emotions | Milestone 1 | Scoop.it
Spur potential customers into action by adding these cues to your marketing campaign.

Via Paula Hudson, Rui Jia
Wenzi Liu's insight:

This article has illustrated that it is important to appeal to consumers' emotions when crafting marketing messages. A brand needs to consider which emotional triggers can be used to connect to those messages once the target audience have been identified. 10 common emotional triggers have been exposed in the article. Company should appeal the emotions of their target consumers when communicating with consumers. There are many emotional triggers that you can use to evoke feelings among your target audience and move them to action through your marketing messages. Feelings are powerful, and copywriting offers a unique opportunity to tap into that power and leverage it for your business's gain.



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Emily Zhang's comment, August 21, 2013 8:01 AM
It is very important to appeal to consumers' emotions when crafting marketing messages. Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions.
Cen Xun's comment, August 22, 2013 4:11 AM
what a interesting article!! I didn't know the fear and guilty could bring positive influence of a brand!! find the target customer and effect them with correct triggers are quite important, this article's example after each trigger are very useful, it could help me to choose different triggers for different business
Etain Chow's curator insight, August 22, 2013 6:02 AM

This article illustrates the emotional triggers used by firms to connect with consumers. Everyday consumers are bombarded with hundreds of marketing messages and often times more than half are filtered out as it does not appeal to them or attract them in any way. In a competitive market with so much "noise", emotional responses will make messages stand out to consumers. Moreover, it creates a connection where consumers feel a brand or product relates to them. For example, a camera does not sell itself as a device to take pictures, but something that captures memories for you. Consumers will feel a sense of value with the product and will react accordingly to this emotion. 

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Search, Social Media Important Indicators of Branding Effectiveness

Search, Social Media Important Indicators of Branding Effectiveness | Milestone 1 | Scoop.it

Michael McVeigh, senior vice president of strategic services for digital marketing agency Zeta Interactive, spoke with eMarketer about some of the trends he's witnessing in branding usage and measurement, and explained the importance of search and social media for brand marketers.

Wenzi Liu's insight:

Branding is a process involved in creating a unique name and image for a product in the consumers' mind. It is the way that a brand communicates with consumers about their product or services in order to create brand value, brand awareness and brand loyalty etc.  This article illustrates that search and social media is important in branding. It states that Search is very much part of the connective tissue of digital media, and it’s strategically placed in terms of cause and effect. When people want to know more about something or experience something, they search for it.

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Emily Zhang's comment, August 21, 2013 7:12 AM
I agree. This article addresses that search and social media play big roles in business today. Social media gives everyone equal weight online - everyone has a voice and everyone can give an opinion quickly. The various platforms and tools available, allow you to build your brand way beyond the brochure website. It also mentions that "search" is a main part of connective tissue of digital media, because it's strategically placed in terms of cause and effect when customer wanting to look at something.
Cen Xun's comment, August 22, 2013 7:12 PM
this article is quite useful!!! as the digital age, customer could get thousands of information through one click, so how to use social media to build brand awareness and brand loyalty is quite important !! this article told us how social media becomes so important for the branding and business,