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Consumer Engagement Marketing
The latest insights into interactive and live consumer marketing.
Curated by With Intent
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7 Things to Remember When Developing a Brand | With Intent

7 Things to Remember When Developing a Brand | With Intent | Consumer Engagement Marketing | Scoop.it

These guidelines are intended to provide a simplified brand development process and check list. By ensuring that you follow these basics, you can avoid spending resources on tactics that don’t deliver ROI without getting too bogged-down or overwhelmed by the branding process.

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Burger King Proud Whopper - YouTube

Just for the San Francisco Gay Pride 2014, Burger King introduced a new burger: the Proud Whopper. What made this burger different? People were surprised, de...
With Intent's insight:

Live Engagement Marketing is about making a real emotional connection with brands. Nice work Burger King.

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What is the effect of an independent Scotland on brands? - Marketing Week

What is the effect of an independent Scotland on brands? - Marketing Week | Consumer Engagement Marketing | Scoop.it
What is the effect of an independent Scotland on brands?
With Intent's insight:

This is one example of external factors that should be considered when reviewing brand strategies.

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Game of Thrones – Bring Down the King

Game of Thrones – Bring Down the King | Consumer Engagement Marketing | Scoop.it
Let's bring the boy-king down! Help end Joffrey's reign at bringdowntheking.com and tweet a message using #bringdowntheking
With Intent's insight:

Another really clever social/live marketing engagement.

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Guinness pulls out of New York's St Patrick's Day parade over gay rights

Guinness pulls out of New York's St Patrick's Day parade over gay rights | Consumer Engagement Marketing | Scoop.it
Famous Irish brewer withdraws sponsorship over ban on LGBT marchers after Boston mayor also skipped his city’s event
With Intent's insight:

Way to go Guinness! Good for the future of the event and good for the brand.

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▶ Coca-Cola smile back - YouTube

Los equipos de marketing de Coca Cola en Canada, Tunisia, Chile, Inglaterra, Jamaica y Pakistán han trabajado juntos para producir "Smile Back". Representant...
With Intent's insight:

Smiles are contagious and this Live Engagement Marketing campaign takes full advantage of that fact. Here's why these campaigns work: http://sco.lt/62bZWj

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Coke cancels campaign after bottle caps appear with offensive phrases

EDMONTON - Coca-Cola has cancelled a Canadian promotion that paired randomly generated English and French words inside bottle caps after an Edmonton woman got one that said "You Retard."
With Intent's insight:

I'm surprised that Coke let this happen. #predictable #fail

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#PubLooShocker

Leo Burnett London's new Pub Loo Shocker campaign for the Department for Transport's THINK! campaign is turning heads.
With Intent's insight:

Sometimes Live Engagement Marketing can be impactful. Sometimes it will make you crap your pants.

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Analiese Rands's comment, August 12, 2013 8:17 PM
This is a good video Tegan as it does connect with the viewer and makes one think. This campaign involves emotion and i do agree that the idea needs to be more explained as some may be confuses by the campaign.
Gorretti Lili Hakalo Vea's comment, August 21, 2013 5:43 AM
- I agree with tegan. I watched this add and i was completely confused. Until the end and still i found it quite confusing.until a few minutes later. I rekon more should be said or told about the campaign. although i do believe the message would be clear in the end. That is a scary add.
Chelsea Tidswell's comment, August 21, 2013 5:59 AM
I agree with you tegan. It wasn't very well explained yet it definitely gives a shock the to viewers. I remember the first time i saw this ad and actually got a fright myself and that was just on a computer screen. It is a very good marketing idea, just needs a slightly better explanation.
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Coca-Cola Small World Machines - Bringing India & Pakistan Together

http://www.coca-colacompany.com/stories/happiness-without-borders In March 2013, Coca-Cola set out to break down barriers and create a simple moment of conne...
With Intent's insight:

Next up for Coke Live Engagement Marketing: Israel and Palestine?

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More Than Updates – 5 Creative Twitter Marketing Campaigns

More Than Updates – 5 Creative Twitter Marketing Campaigns | Consumer Engagement Marketing | Scoop.it

Social media has a reputation for serving narcissistic purposes, encouraging users to share minute details about their day that no one really wants to know. The fact of the matter is that social media tools have gone far beyond status updates. Twitter has become a heavyweight in the breaking news world, has become a way to track online trends, and is a creative outlet.  You can also take your tweets offline with services that allow you to turn your tweets into a published book. Advertising agencies are at the front of the line finding creative ways to get more out of Twitter.

 

Whether it’s with the use of hashtags, crowd-sourcing, or simply just finding creative ways to jazz up their Twitter account page, we’ve found 5 interesting Twitter marketing campaigns from around the world. To see just how much you can get out of Twitter and how useful a tool it can be for promoting a product, concept or event, read on:


Via Russ Merz, Ph.D.
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Aleisha Snell's comment, August 22, 2013 4:57 PM
The issue with businesses today, is they want the best possible solution to engage their consumers, but as shown in the article, there are endless options. the issue here is that not only are there a vast selection of ideas, businesses want to also make sure they engage in more of an intriguing way then there competitors who are also trying to engage in a similar target group. Similar articles have also noted the major point when gaining consumer engagement - the use of social media. it is now the most powerful tool and possibly the most effective tool businesses can invest in. Like this article - it is the first idea that was suggested by the author. Yes there are other options, ones I havnt thought about but I strongly believe that businesses would highly benefit from the use of social media, especially how the majority of society is of an age where technology is so accessible.
German Grebenyuk's comment, August 22, 2013 7:27 PM
A good article, it shows just how far even one social media platform like Twitter can be taken in terms of marketing. In particular, I like how recently marketers started engaging consumers thorough real world ques found around cities, like wending machines (CowAfrica) and QR codes,this way taking advantage of people's mobile devices and creating more interesting experiences for them. The article also shows how social media allows every consumer's voice to be heard and personalizes their experiences.
Amol Singh's curator insight, October 2, 11:18 PM

Creative use of social media to promote in  a marketing campign

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Brand Value - A Simple Way to Identify Your Brand Benefits

Brand Value - A Simple Way to Identify Your Brand Benefits | Consumer Engagement Marketing | Scoop.it

Brands can struggle getting beyond communicating the features they provide – which are often identical to their competitors’ features. This limitation means they never create compelling demonstrations of the benefits and brand value they can deliver.

 

In contrast, while developing my presentation on “New Product Launch Failures” for the PR Consultants Group conference recently, I rediscovered this FedEx advertisement from the late 1990s in a previous presentation. While we used the FedEx advertisement internally to communicate the importance of performance for our transportation company, the ad is also a fantastic example of a B2B brand making its brand value very clear AND very personal.


Via Russ Merz, Ph.D.
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Chelsea Tidswell's comment, August 21, 2013 5:57 AM
There are so many competing companies around these days that simply do the same thing but can cost less or more. It is always nice to know as a consumer, where your money is being spent and why it is that it may cost more. The companies that usually charge more are the ones who have the better service and the better advertising to make you want to use that product or service over any other.
DavidShin's comment, August 22, 2013 6:30 AM
@danielle Peterson
Competion is so extreme and one slip may determine if a consumer remains a loyal or remains a potential customer for future terms.
Charges vary depending speed and quality of a product (ofcourse aswell as quantity)
For example: Apple phones compared to NOKIA are alot more expensive however worth the same in satasfaction and desired as much if not more for its functions and capabilities of use. However saying that cheap brands can be very well in quality too!!
Services are key in distribution too!
Sheenal Prakash's comment, August 22, 2013 8:19 AM
Agreed there are certain expectation of every product because of the past experiences the consumers have with product and the build-up of the marketing communications of the product itself and the company needs to meet those expectations otherwise the consumer could be disappointed and look elsewhere to fulfill their needs.
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Customer Service Lessons From a Cult Brand

Customer Service Lessons From a Cult Brand | Consumer Engagement Marketing | 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
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Kate McKenna's curator insight, March 21, 2013 1:00 AM

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 .

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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Recap of B2B Social Marketing Panel: Text100 Brings Leading Enterprise Brands Together at SXSW

Recap of B2B Social Marketing Panel: Text100 Brings Leading Enterprise Brands Together at SXSW | Consumer Engagement Marketing | Scoop.it
Start small with experimentation and pushing internally when it comes to social in the enterprise, then scale When it comes to platforms, it’s essential to have one in the area of campaign management and one tool for listening Focus content...
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10 very cool examples of experiential marketing

10 very cool examples of experiential marketing | Consumer Engagement Marketing | Scoop.it
Experiential marketing, what is it good for?
With Intent's insight:

Good experiential marketing requires creative ideas. These guys had them.

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Recent Trends in Experiential Marketing | Method Moments

Recent Trends in Experiential Marketing | Method Moments | Consumer Engagement Marketing | Scoop.it
Experiential marketing, as a form of advertising, personally connects brand and consumers. Here are some new creative trends pushing the envelope! (Experiential marketing is getting more creative every season!
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Top 10 Reasons Branding Is Crucial

Top 10 Reasons Branding Is Crucial | Consumer Engagement Marketing | Scoop.it

When starting a company, there are many decisions you have to make surrounding your business plan, employees and finances – but what about your brand?

 

Yeah, branding involves logos, slogans and graphics, but it’s much more. Branding plays a part in your entire customer experience; in-store, online and the way customers perceive your company on a day to day basis. Good brands don’t just happen, they are created through thought out and strategic planning so it’s extremely important to be aware of the brand experience your company is providing.

 

To show you how powerful brands are, let’s play a little game. Can you name the companies who have these slogans?

 


Via Russ Merz, Ph.D.
With Intent's insight:

A strong brand is the foundation of your relationship with customers. There are a few key components to a well-defined brand: http://www.wp.with-intent.com/7-things-to-remember-when-developing-a-brand/

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Russ Merz, Ph.D.'s curator insight, April 22, 11:16 PM

Good reminders about the power of #brands.

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Social Soul

Social Soul is an immersive digital experience inspired by the question: how does it feel to be inside someone else's social media stream? Created for Delta Air…
With Intent's insight:

Innovative use of social media for live engagement marketing.

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Why Getty Going Free Is Such a Big Deal, Explained in Getty Images

Why Getty Going Free Is Such a Big Deal, Explained in Getty Images | Consumer Engagement Marketing | Scoop.it
The company just made tens of millions of its photos free for noncommercial use.
With Intent's insight:

Increasingly, the content transaction online is about trading user data with advertisers in return for 'free' content. 

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WestJet Christmas Miracle

Thanks to a team of merry WestJetters and the power of technology, we've learned that miracles really do happen. See how we did it, and learn how you could w...
With Intent's insight:

Live Engagement Marketing that will give you goosebumps.

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Taxi Stoltenberg - English subtitles

Shock, discussions and questionable driving skills. See what happened when Norwegian Prime Minister Jens Stoltenberg was driving a taxi.
With Intent's insight:

Live Engagement marketing making a politician look very sympathetic. Guy could be a baby-eater for all I know, but this would make me vote for him.

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Marzen Arby Alvarez's curator insight, August 21, 2013 1:01 AM

Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes). And in this video it showed how Prime Minister Jens Stoltenberg had engaged and reached out to people and have a normal conversation with them regarding related current issues. Some issues had been clearly talked about and had an impact to people and gave a mesage to vote for him for the coming election. The Prime Minister wants to gain trust and also publicity for his campaign.  

Christine IMC's comment, August 22, 2013 12:06 AM
I agree with Marzen and her description of how consumers response is either behavioural or attitudinal or sometimes both but also can be affected by other factors also. The video is actually quite funny and is a good way of portraying to the auidence (people watching/voters) how one campaign has used this idea of polictics and the Labour party but portraying it in a way where consumers can engage with what they're watching but also consumers within the video have engaged directly with the current leader of Labour/Primeminister - it gives consumers that sense of relatability that he's like one of us and is approachable and gains the consumers interests as well as a reaction from them as Marzen has identified. Again very good publicity for the party as well as the primeminister himself.
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Photoshop Live - Street Retouch Prank

One Photoshop magician, one bus stop and lots of hidden cameras. For more creativity in action visit http://www.adobecreativedays.com/sv?sdid=KFRWG to see th...
With Intent's insight:

It's nice to see a Live Engagement Marketing "prank" that's not following the schadenfreude trend.

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Two Unsuspecting Guys Take The New Renault Clio For A Test Drive

You'll never forget the first time you saw the New Renault Clio. Watch as two unsuspecting guys take the new Renault Clio out for a test drive with extra VA ...

Via Sylvain Leroux
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Sylvain Leroux's comment, April 23, 2013 9:19 AM
Here is the Girls version of the test drive http://sco.lt/8YG9iL
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Using Storytelling to Ignite Word-of-Mouth Marketing

Using Storytelling to Ignite Word-of-Mouth Marketing | Consumer Engagement Marketing | Scoop.it

Storytelling is by far the most underrated skill when it comes to business...The greatest change in the post-advertising age is that conversations have become media. A brand must not only create great content but also help foster positive conversations.

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Beyond Google Glass: Creating next generation augmented reality

Beyond Google Glass: Creating next generation augmented reality | Consumer Engagement Marketing | Scoop.it
A University of Texas team has created a prototype of a next generation augmented reality system.

Via Pekka Puhakka
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Osborne Pike's curator insight, March 15, 2013 5:40 AM

Next generation AR...

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Consumer engagement: How Coca-Cola fosters human connections - Campaign India

Consumer engagement: How Coca-Cola fosters human connections - Campaign India | Consumer Engagement Marketing | Scoop.it
Consumer engagement: How Coca-Cola fosters human connections
Campaign India
People are consumers for a particular product category, say beverages, for only half an hour in a day.
With Intent's insight:

Coca-Cola's Consumer Engagement campaigns have been incredibly successful at something really difficult:

 

Spreading a strong feeling to consumers and connecting that to not only the brand, but to the product.

 

It's no coincidence that Live Engagment Marketing has been the key to that. When the audience is the message we live the experience vicariously.

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Ilona Hussain's curator insight, March 15, 2013 12:11 AM

Coca-Cola's efforts towards consumer engagement have proven to be very successful throughout their numerous campaigns. By having an in depth understanding of their audience as people (rather than consumers), Coca-Cola have been able to create campaigns which have an emotional pull. This creates the desired emotion, which consumers today feel connect them to Coca-Cola not only as a captivating product but as a trustworthy brand.

Jacob Bell-Kay's comment, March 21, 2013 5:14 AM
I agree with all. Coca Cola has done a great job over their years and still. Their campaigns target where needed and always current. They have a strong sense of brand identity which is shown in their consumers loyalty. They are always one step ahead in their marketing.
Luna Phan's comment, March 21, 2013 2:05 PM
Coca-cola had gone one step ahead its competitors by engaging customers to their campaigns. They have a deep understanding of their customer and try to gain their emotions than not only just their loyalty to the brand. Nowadays, Coca-cola is not only a softdrink company but also a trustworthy brand. Their image consist of the feeling of joy and happiness.
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Fuse Youth Marketing Agency, Youth Marketing Experts

Fuse Youth Marketing Agency, Youth Marketing Experts | Consumer Engagement Marketing | Scoop.it

Consumer Engagement

Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes).

 

Consumer engagement typically includes the following practices

Digital and online programs, including a brand’s own websites and mobile platforms, as well as ‘third-party’ digital media, such as blogs and social media, video and other user generated content sites, where a brand’s content is relevantSports, music and event marketingPublic relationsTraditional advertisingRetail promotion

 

Experiential marketing along with digital and social media have an important place within consumer engagement efforts as they allow two-way consumer dialog. This can give a brand faster and more effective access to connect with consumers and allow brand and consumer to become collaborators on new products and marketing efforts.

 

Methods of measuring consumer engagement vary as widely as brands and business’ goals vary. Quantifiable metrics like number of targeted impressions and consumer replies as well as consumer attitudinal and behavior changes can be part of the measurement. Qualitative measures such as the ‘richness’ and personality of a brand’s interactions, can also be gauged.


Via Mike Kirkwood
With Intent's insight:

I think this is a really good overview of what Consumer Engagement Marketing is. However, the quantifiable metrics discussed don't speak directly to brand value and ROI. Consumer Engagement should be measured against actual business objectives. 

 

Creating a protocol for accurately measuring this isn't always easy and it's rarely simple, but doing so separates the merely cool from the cool and effective. We measure "quality engagements" a metric that is defined uniquely for each client and program and is always connected to bottom line objectives.

See: What is (are) Impressions - http://sco.lt/7PpKwT

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Sienna Jang's curator insight, August 10, 2013 6:04 AM

Sienna Jang's insight:

This article gives the clear definition and goal of consumer engagement. It says consumer engagement has a huge impact on brand interaction with consumers and it normally contains digital and online programs, such as brand website and social media. I agree that digital and social media plays an important part within consumer engagement, as nowadays, most of young people get the information from internet and they tend to use a lot of google along with social media. Therefore, many brands choose to use social media as one of marketing strategies, such as facebook and instagram. They post their brand’s news and photos on many kinds of social media so that consumers can receive news without being bothered connecting to the brands’ website themselves. This opens fastest two-way dialog between companies and consumers as it gets consumers to be active participants by giving their ideas and feedbacks to the company. To conclude, consumer engagement is a vital tool for brand marketing and for that, effective use of digital and social media is necessity to survive in the market competition

Kevin yau's comment, August 19, 2013 10:05 PM
@Sienna Jang
I agree with you that this article really shows a clear definition and goal of customer engagement. Also you have pointed out that how important social media is.
Michelle Kim's comment, August 20, 2013 8:13 AM
@Sienna Jang
you have made a good point, which was people can receive most recent news and information by social media without being bother type into brand website. Marketing agency can receive consumers' feed back just by people simply comment on brand's Facebook page, twitter and comment under photos on instgram or just by counting how many likes they have got. It is getting easier and simple dealing with consumer engagement by fast growing technology.