consumer engagement
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Rescooped by Zachary Woods from Consumer Engagement
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How to make your brand irresistible |

How to make your brand irresistible | | consumer engagement | Scoop.it

Via Alexandra Renall
Zachary Woods's insight:

This article is all about how creating an emotional response with your consumer is the best way to engage with them. Using a ‘hi- touch approach is all about seeing things from the audience’s perspective.  “In a world saturated with media platforms and marketing messages, where attention spans are short and consumers increasingly cynical, how can companies capture the imaginations of their audiences?” Companies need to embrace new technology but also integrate it with traditional advertising.  Having an integrated and emotional message for your consumers is essential for engaging with them and creating brand equity, a key goal for integrated marketing communication.

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Michael's comment, August 22, 2013 12:01 AM
I like the way you picked up the article was saying that an emotional response is a great way to engage customers, and I think its important to remember that this could affect both new and returning customers. I completely agree that companies need to use both traditional and modern forms of advertising but that these two must work together rather than fight against each other. I think if companies can do this well there's no reason why they can't be successful in their market!
Jordan Smith's comment, August 22, 2013 7:09 AM
I definitely agree that how a consumer connects emotionally with a brand is crucial as it determines whether or not they will remain loyal. Alex used a great example of Cadbury and palm oil and how there decision ultimately lost them customers. However I also agree with number about “Something old, something new” there is a great emphasis on how online media is more important that traditional forms however brands need to realize that traditional media is still as important as it often it aids in driving consumers to online media which may have not been possible without it.
Sam Wilkinson's comment, August 22, 2013 6:49 PM
It seems as though most of these theories are crossing over and saying much the same thing which, in a way, makes a lot of sense considering this is IMC. Anyhow I found the article interesting and liked the way they specifically talked about the "world saturated with media platforms and marketing messages". I agree with what you say about not forgetting about traditional marketing forms. Although, for the purpose of creating emotion with marketing, i think that social media ( with the 2 way communication etc.) is and will continue to be a more useful medium.
Rescooped by Zachary Woods from Consumer Engagement
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Customer engagement in a multichannel world: Don’t reinvent the wheel - Mobile Commerce Daily - Columns

Customer engagement in a multichannel world: Don’t reinvent the wheel - Mobile Commerce Daily - Columns | consumer engagement | Scoop.it

Via Shivneel Chauhan, MakanakaTuwe
Zachary Woods's insight:

This article talks about the way marketers need to expand over multiple formats to engage with consumers. The move into mobile engagement is key because of the amount of consumers accessing the internet from mobile sources. Engaging and optimized the experience of a website for the consumer will keep them happy, loyal and purchasing. In regards to integrated marketing communication the article touches on creating engaging experience for the site visitor across all channels of interaction, integration into external social networks sites, use of modern and traditional media, and maintaining consistent engagement throughout by managing the communication from a central point. This is a great way to manage I.M.C as long as the engagement and message is kept consistent and follows the brand image/identity.

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Chelsea-Rae Dawson's comment, August 22, 2013 4:35 AM
As stated in this articel 'Over the next few years, the number of people accessing the Web from mobile devices will overtake the number accessing the Web from traditional browsers." It is not uncommon nowadays, for a business or company to have an application accessible from mobile phones where customers are able to find information about a brand or their products. This article adequately addresses the need for companies to develop and move forward as society has, although there are different brand and different methods of communication, it is in all of the companies best interests to keep up with the play.
Jordan Smith's comment, August 22, 2013 6:23 AM
I defiantly think this article makes a valid point about the growing use of mobile phones being used to access Internet as technologies are constantly changing and as a result the way in which we engage with media is also, mobile phones is a perfect example. It states “The goal is to provide a rich and engaging experience for the site visitor across all channels of interaction” therefore a consumers experience should not be hindered because of the platform of which they are accessing the site on. Today especially web applications are a popular among brands and organisations and enable consumer to look up information and even connect the consumer towards the other brands media platforms such as its website and social media.
Sam Wilkinson's comment, August 22, 2013 7:02 PM
This article is excellent in the way it discusses the increasing use and uses of the mobile phone and how they should be utilized by marketers. As a medium, it makes sense that the mobile web will become an increasingly useful tool for marketers as it is instantaneous but more importantly accessible from anywhere the consumer might be.