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Consumer Engagement. Kate McKenna
Consumer Engagement. Topic One. IMC
Curated by Kate McKenna
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Customer Service Lessons From a Cult Brand

Customer Service Lessons From a Cult Brand | Consumer Engagement. Kate McKenna | Scoop.it
In-N-Out Burger is an iconic southern California brand with legions of loyal fans. The young CEO recently shared a rare inside look at what sets it apart.

Via Pretium Solutions, Joe Rapolla, With Intent
Kate McKenna's insight:

This article reveals the marketing rules that make this take-away company a favorable brand in the USA. The company focuses on what they do well which is serve a limited menu of fast food. The company values quality over quantity. In-N-Out burger also takes great care in the small details of every aspect of the business. Finally the company keeps their employees are well looked after and happy with their jobs- this ensures that the customers are happy with their experience at the take-away store. My opinion is that for this industry, this tactic is a good way to build their brand equity by keeping true and loyal customers. However, the fact that they don't offer any variations or advancements in their companies may result in lack of consumer engagement .

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Taryn Patrix's comment, April 8, 2013 5:05 PM
I strongly agree with you with that their tactic will lack in consumer engagement. However good their tactic i feel consumer engagement should always be a major play in a companies IMC scheme.
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China: Engagement strategies - PMLiVE

China: Engagement strategies - PMLiVE | Consumer Engagement. Kate McKenna | Scoop.it
China: Engagement strategies
PMLiVE
It is all too easy for marketers to get lost in the detail of platform construction when it comes to closed loop marketing and customer relationship management systems.
Kate McKenna's insight:
This article highlights the revolutionary impact that technology now has with strategically connecting with a consumer. Marketers can now directly access a vast amount of information through consumer activity on the Internet. They can then target and connect with consumers. In China it is becoming increasingly popular to access medical information and advice via the web-based platform. The Pharma-industry is fast adapting to use of smart phones, websites, and applications that customers use to interact with each other, medical professionals, and medical information. The three huge challenges for the pharma industry, as highlighted in the article emphasise the fact that engaging with consumers through the online network proves to be extremely difficult as many problems can result from eliminating face-to-face interaction in the medical industry. In my opinion using cyber space as a tool to connect with consumers in this particular industry poses too many risks. However, it impossible to avoid now that over 400 million consumers in China already share and access healthcare digitally.
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Keane Orchard's comment, March 20, 2013 8:32 PM
I also find it surprising that the face to face sales rep is becoming less common in this industry; with such big money (and also people's lives) on the table, trust via a representative of the company used to be a key factor. It just goes to show that the digital age is effecting every industry out there.
Kate McKenna's comment, March 21, 2013 12:10 AM
I agree! Consumer engagement via digital media is now unavoidable, even though it is extremely risky in an industry like described in the article.
Taryn Patrix's comment, April 8, 2013 5:45 PM
I agree that it is suprising and a bit alarming for me that face to face sales rep is becoming less common. However with the increase in going digital in every aspect of our lives this is an effective way in which to monitor consumer engagement and interest. i also agree that if companies fail to utilise this correctly they will defiantly loose money customers and time.
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Consumer Engagement. Kate McKenna | Scoop.it

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.

 

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Via Brian Yanish - MarketingHits.com
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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers