Consumer Engagement IMC at AUT
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Consumer Engagement IMC at AUT
discussion on consumer engagement and its role in marketing
Curated by Ksenia Khor
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Retailers Increase Consumer Engagement with Microsoft Advertising

Retailers Increase Consumer Engagement with Microsoft Advertising | Consumer Engagement IMC at AUT | Scoop.it
In the past, retailers had a linear, predictable and controlled marketing channel to consumers that went from ads, to mailer, to catalogue, to call, to store visit, to sales representative, to purchase.
Ksenia Khor's insight:

This blog post presents the advantages of online advertising for marketers. According to it, this channels allows a better reach and consequently consumer loyalty and repeated purchases through consumer engagement. I think this blog post is quite relevant for marketers because it describes pros of a possible addition to an IMC program.

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Holley Marie Butler's comment, May 5, 2013 6:25 PM
I think this is a very interesting article as there are both advantages and disadvantages for online advertising. A disadvantage is that it can sometimes be seen as just 'spam' and ignored by consumers. However as shown through this article, if it is done correctly it can be very helpful and beneficial for the business. I think this type of advertising works well for highly recognised brands as discussed in this article such as Sainsbury's in the UK, as it is a well known brand therefore adverts that pop up from this company are seen as trustworthy and worth engaging with.
Ksenia Khor's comment, May 6, 2013 1:03 AM
I agree. Moreover, of a brand is well-know and considered trustworthy, consumers can be interested in new things and especially deals certain brands can offer. Emerging brands will definitely have a problem with that.
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Why Is Consumer Engagement So Hard? | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age

Why Is Consumer Engagement So Hard? | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age | Consumer Engagement IMC at AUT | Scoop.it
companies continue to treat consumers as a mass of eyes, ears and wallets, forgetting each consumer's unique experience with their brand.
Ksenia Khor's insight:

This article provides an example of a company which was not able to synchronise its IMC csmpaign in order to ensure meaningful consumer engagement. It reminds that reaching consumers is not enough nowadays as they become more empowered. That is why a consistency in messages and marketing communication channels is needed to reinforce customers' satisfaction with a product or service.

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Holley Marie Butler's comment, May 5, 2013 6:02 PM
This article perfectly describes how with the globalized market, consumers want a personalised experience which involves them feeling both satisfied and that they are important to the company. With so many different ways to connect with consumers, there really is no excuse for poor customer service and engagement. The experience described by the author is one I can relate to as I have dealt with this kind of pointless email that can leave you feeling as if you are not valued and being properly looked after by a company.
Ksenia Khor's comment, May 6, 2013 12:49 AM
I agree, some forms of communication like e-mail or even direct mail can be a put off for customers as thet are impersonal and just annoying sometimes.
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Tribal marketing - a new way of segmentation and consumer engagement

Tribal marketing - a new way of segmentation and consumer engagement | Consumer Engagement IMC at AUT | Scoop.it
Let's face it, the adman was very close to the weatherman in the popularity ranking in the past, with advertising messages mostly benefiting the brand rather than the consumer.
Ksenia Khor's insight:

The article suggests a new way of targeting potential consumers. It encourages marketers to engage consumers on a more personal level and learn more about them. Knowing your consumer tribes can help tailoring a perfect IMC program with which consumers will be able to connect emotionally.

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Holley Marie Butler's comment, April 4, 2013 3:02 PM
This article has great insight for current and future marketers as it stresses the importance of correctly identifying a target market and using their psychographic traits to better target consumers. I agree that by doing this, that marketers will be able to develop a more personal relationship with their customers than if they are purely going off demographic statistics.
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Purpose is Good. Shared Purpose is Better

Purpose is Good. Shared Purpose is Better | Consumer Engagement IMC at AUT | Scoop.it
Many companies try to do things for their customers. The best aim to do things with them.
Ksenia Khor's insight:

This article can be relevant for IMC because it points at one the foundations of the concept - the unique message or mission. The piece makes suggestions on how to create an effective expression of a company's purpose that could really engage consumers.

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Holley Marie Butler's comment, March 18, 2013 9:16 PM
This article really highlights whats makes a company stand out from the rest and create brand loyalty. I think it is completely true that customers now want to feel apart of a brand, if customers feel included in a brand, they are more likely to stay loyal to it and ultimately generate short term income and long term brand value which is the goal of IMC.
Ksenia Khor's comment, March 19, 2013 4:21 AM
I also think that the points that the article raises mainly applies to products that require more research and investments from customers. For instance, products like computers or cars. But if a company is selling some everyday essentials like toothbrushes, there might be no point in engaging customers with the company because they don't really give such purchases a big thought.
Shu'aib Dopey Lakey's comment, March 20, 2013 8:54 AM
I liked the idea of values vs value, the difference between what a company stands and how they benefit others, which for me was an interesting concept. I also liked the comparison between companies who compete with each other for a share in the same market. It made me think about a brand as a person trying to find themselves, “Look for who you already are”, which is fascinating to think about because this links to what people think about the brand already the identity of the brand and working from there to increase brand equity and maintain loyal customers.
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9 Trends Defining Consumer Engagement

Here’s a look at the latest key trends shaping our marketing future and defining consumer engagement in the areas of gamification, mobile, social media, email, and beyond.
Ksenia Khor's insight:

Thanks to new technologies and social networks today companies have many opportunities to interact with their customers. This articles shows how marketers can use social media, smartphones, emails and other means of communication in order to reach their customers and encourage them to interact with a brand.   

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Manasi Ambavane's comment, August 21, 2013 5:50 AM
Harshika, yes consumer engagement is involving consumers to the brands and giving them information about the product and services and social media plays important role for customer engagement. These social media sites like Facebook, tweeter, Instagram, Pintrest most of the advertisements are on these sites, like Facebook has pages of the brands and the brand keep posting about their products and services even if their are best deals for customers or sale, they get awareness from these pages. Emailing is also important for customer engagement as company can send there newsletters to their existing and new customers to gain awareness of the brand and emailing is even cost effective. I also agree with the author should rearrange like gamification to less important than emailing.
Daryl Peterson's comment, August 21, 2013 6:41 AM
I agree with Harshika that the 9 trends in the article all play big parts in consumer engagement in the world today. Social media sites for example like facebook, twitter and instagram are increasing in popualarity as the years go by. Using these social media sites consumers can engage alot more with brands by getting information from company facebook pages, seeing promotions, offers, giveaways and prizes online which all consumers find appealing. Seeing visual material on instagram to give consumers a better idea of what products to expect which increases the appeal of the brand to consumers. These are also more cost effective and much more efficient as these sites/apps are much more user friendly which increase consumers engagement.
Reuben Gordon Dalziel's comment, August 22, 2013 8:00 AM
This article expresses the need for social and emotional engagement that a brand should hold over it's consumers. Candace writes how levels of engagement are constantly changing and marketers need to stay updated with new trends and social media applications to maintain constant communication and engagement with their consumers. For example, smart phones and tablets contain multiple apps that allow advertisements for marketers to implement new strategies and mixes to attract and engage consumers.
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Mobile provides unmatched consumer engagement tools for Fashion Week - Luxury Daily - Mobile

Mobile provides unmatched consumer engagement tools for Fashion Week - Luxury Daily - Mobile | Consumer Engagement IMC at AUT | Scoop.it
Ksenia Khor's insight:

Mobile is a fast-growing tool for consumer engagement and this article concentrates on how this channel is utelsed by the markters responsible for promoting the New York Fashion Week 2013. Mobile allows consumers to ba connected to the fashion events even though they are not present there. If mobile fts organically with the rest of the IMC program, it can be a very effective tool for really engaging with targeted consumer groups.

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Scarlett Yeounju Kim's curator insight, August 16, 2013 3:11 AM

The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers.  People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand.  However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers.  However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.

Yuhang Wei's comment, August 21, 2013 6:43 AM
I agree with Holly's opinion. Now social media tools is becoming a important tool to deliver the value to the consumers. Many companies or organizations now use social media such as Facebook, Twitter to promote its product or service. This can be explained by IMC in consumer engagement.
Shichi Zhong's curator insight, May 15, 2014 1:45 AM

The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers.  People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand.  However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers.  However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.

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Gather the Tools for Customer Engagement

Gather the Tools for Customer Engagement | Consumer Engagement IMC at AUT | Scoop.it
Social media is changing the face of CRM. Are you prepared?
Ksenia Khor's insight:

Social media is now a popular element of many promotion mixes. However, the article underlines that in order to have a successful campaign, just engaging with consumers on the internet is not enough. There still has to be a strategy and a unique message. It reminds us of one of the main principle of IMC - a consistent message throughout all platforms. So before rushing into collecting likes on facebook, it is better to think of the overall campaign and consider social media to a be a useful tool, but not a substitute for anything other elements of IMC.  

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Holley Marie Butler's comment, April 4, 2013 3:15 PM
I think this article highlights the difficulties some companies are facing while transitioning into the digital age. I agree Ksenia that companies need to make sure that their message is consistent and that their social media ventures accurately represent the overall goals of the company. This article shows that social media tools need to be used effectively and have relevance to the company, otherwise there is no point in using them at all.
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The New Rules of Customer Engagement

The New Rules of Customer Engagement | Consumer Engagement IMC at AUT | Scoop.it
Goodbye, customer touch-points. Hello, ongoing, meaningful contact that actually drives revenue. Here's what you need to know to be more engaging right now.
Ksenia Khor's insight:

This article highlights the importance of consumer engagement to marketers. Moreover, it identifies some of the principles of consumer engagement that are very similar to the ones of IMC. Those principles are orientations towards customers and results. Because of similar goals, consumer engagement can be incorporated to an IMC program of modern marketers.

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Holley Marie Butler's comment, April 4, 2013 2:45 PM
This article is great Ksenia! I agree that it is very relevant to IMC as it concerns developing a companies marketing strategy and expanding their platform to connect with consumers. I think the inclusion of social media in a brands overall marketing campaign is very important and agree with the points the article makes which refers to the growing need to create relationships with customers through online channels. I think the point the author makes about giving the control to customers is also great as it allows you to build a trusting relationship with them.
Chontelle Ah-Ping's curator insight, August 14, 2013 4:50 AM

It’s interesting we know that as technology is developing, the way consumers are using technology is changing, especially in social contexts, however this article picks out that this is also useful for businesses to meaningfully engage consumers. Companies can now engage with consumers through social media in order to form meaningful, on-going relationships to create a higher level of customer loyalty than through traditional methods of marketing.

 

By providing a range on experiences for the consumer to engage in, the brand can form positive emotions associated with them The article notes that companies need to get involved in the conversations of about brands that are already going on and be good listeners in the digital age-social media is here again. A key job is to facilitate an active online community and dialogue around the brand to build attachment. The second point I think seems obvious but I guess something quite obvious can be overlooked. Although communication with the customer is important, there needs to be a point to it to get the results the brand wants and the customer wants also, while providing them ways to do so. The third point notes that a company has to engage their customers whenever and wherever they are. That is, we’re no longer in a time where the only places to engage consumers was physically or through television. Mobile apps and Facebook are examples. The fourth point is all about engaging in a customer relationship where the company and the customer both win. That is, the customer gives feedback and the company finds ways it can improve as well as opportunities to take. Lastly a company should remember that their efforts have to be customer driven!

Anna Shen's comment, August 21, 2013 6:56 AM
Hey Chontelle. I enjoyed reading this article as I enjoy reading about how technology has been increasing popular among people, in this case, in consumer engagement. I agree that for a business it is useful to have meaningful engagement with consumers. This allows a trust and a relationship to be built on between brand and customer.
The five points you have made are easy to understand and provides a helpful and simple guide for marketers to adopt.
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Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity - Forbes

Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity - Forbes | Consumer Engagement IMC at AUT | Scoop.it
In a world where brands are constantly fighting for attention, many marketers are asking themselves a key question:  What is the best way to impact purchase decision and brand loyalty?
Ksenia Khor's insight:

Consumer engagement through social media is becoming a very popular marketing tool to reach out to customers and enhance they loyalty. However, according to this article, consumer engagement does not lead to an increased consumer loyalty. The best way to achieve it, as it suggests, is to provide consumer with simplicity instead of clutter. The article seems to be quite relevant for IMC because it provides some alternative insights for thought. It is also significant for the current theory because it suggests a new way of reaching and retaining consumers.

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Ishika Nair's curator insight, March 20, 2013 6:50 AM

This artice is relevant to IMC. It is very interesting. I thought social media is the main strategic to engage with consumers.However this article brings out good point such as, consumers arn't all about social media. The main reason is consumers follow a brand to get discount not exactly ideal for a company's bottom line. It suggests a new way of regarding and continuing consumers.

Shu'aib Dopey Lakey's comment, March 20, 2013 8:54 AM
Honestly I can relate to this article, personally I’m not for following brands on Facebook I’m one of those people who barely uses facebook really, I live more in the real world. I prefer seeing discounts and deals that brands provide rather than feel like a part of something bigger it over complicates things, I feel in this sense I’m a true/typical “consumer”. I like simplicity and the reduction of clutter. Holley mentioned that she was under the impression that social media would be an ideal marketing tool and I was also under the very same impression, this article really makes me think.
Rosie Ioane Mulipola's comment, March 20, 2013 3:25 PM
Interesting article, i was one of those who thought that people would follow brands because it was plastered all over social media sites what i didn't realize though and this article clearly states that brands try too hard to engage with their customers and push too much information out through using social media, when really all people want is a simple decision making process which i agree with no one wants to over think a purchase decision.