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.
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:
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.
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...
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!
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?
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.
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.
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.