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 .
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.
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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