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It seems there are as many B2B Marketing systems as there are businesses. Even when only looking at significant players delivering credible results, the options are bewildering. The increase in content marketing and online lead generation services that are available has increased the complexity of the landscape. There are many excellent solutions available, but the boom in B2B Marketing, particularly online, has resulted in some loss of perspective. Companies relying on data-crunching lead generation services are often failing to see that the forest is made up of trees, (yes that’s deliberate) and forgetting…
People make decisions.
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."
I'm surprised that Coke let this happen. #predictable #fail
This article shows how easily a campaign designed to engage consumers can go wrong. While the principle is actually a good way to engage the consumer, this example reiterates my previous comments on other articles about how social media has its disadvantages to marketing. Given that English and French are both official languages in Canada it is a fair assumption that the majority would get the humerous side of this campaign and want to take part in collecting the caps. All it takes is for one person to take offence to a consumer engagment attempt which can have detrimental effects to the promoter.
Leo Burnett London's new Pub Loo Shocker campaign for the Department for Transport's THINK! campaign is turning heads.
Sometimes Live Engagement Marketing can be impactful. Sometimes it will make you crap your pants.
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...
Next up for Coke Live Engagement Marketing: Israel and Palestine?
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:
With the media the way it is today there are so many ways to reach and engage consumers, this article shows some of the best examples for social media I've seen. Todays average consumer is constantly being bombarded with messsages from all directions, which makes consumers, unfortunatley for businesses, reasonably desensatised. In order to stand out from the crowd marketers need to be able to offer something different, like pictures in a place you expect to be words, like in Smart car Argentina's twitter flipbook idea. Another one is that consumers will happily engage their ideas into something where they can see their own bit reflected, like in Metrowpole orchestra's "Tweetphony" idea where anyone post a musical composition and have the reward of seeing it performed by a real, full sized Orchestra. I also believe CowAfrica hit the nail on the head with what all consumers are willing to engage in...FREESTUFF...if only they can figure out the necessary tweeting involved. A very interesting and idea provoking article.
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.
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.
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 .
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...
How Facebook’s March 7th News Feed Changes Affect Businesses and Marketers
Standard questions. Prepared answers. If job interviews are all the same, how to find the right talent among 1734 applicants?
Heineken does another great live engagement viral campaign. Is it just me or is the trend lately to be a little cruel?
Zur Einführung des Stress Protect Deos machte NIVEA am Flughafen einen Stresstest. Ahnungslose Personen wurden von ihren Freunden unter einem Vorwand zum Flu...
From the country that invented schadenfreude - the audience is the message in this live engagement campaign.
Two business owners decided to stop seeking wealth for its own sake and start putting their clients first. Here's what happened.
The goal of both the sales team and the content marketing team is to build, maintain, and strengthen the relationships a business has with its customers. Find out how your B2B content marketing and...
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...
Live Engagement Marketing that will give you goosebumps.
Shock, discussions and questionable driving skills. See what happened when Norwegian Prime Minister Jens Stoltenberg was driving a taxi.
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.
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.
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...
It's nice to see a Live Engagement Marketing "prank" that's not following the schadenfreude trend.
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 ...
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.
From the article:
"Brands have to get out of their comfort zone and embrace their audiences in good times and, probably most important, in bad. Gary Vaynerchuck, a brand in and of himself, constantly does this. At the most recent SXSW conference, he purchased a vendor booth and simply stood behind it for hours while attendees lined up to ask him question after question. I've never seen anything like it, and I've told countless people about Gary's "leap." He opened his brand up to all his fans and provided not only an authentic human connection but also valuable answers to their questions."
This article talks about brands needing to create a "narrative" that consumers can engage with - i.e people talk about the brand because the content is interesting and it feels like a story rather than advertising. There are some interesting stats here - according to research, 92% of consumers trust word of mouth recommendations from people they know, and 70% trust recommendations seen in social media. Our conversations about brands have BECOME media and are therefore more influencial then advertising. Brands have to foster positive conversations to succeed.
A University of Texas team has created a prototype of a next generation augmented reality system.
Next generation AR...
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.
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.
In relation to the consumers engagement, this article discusses Coco-cola’s involvement with their consumers and any changes that are made to the brand and its products.They have been successful in doing this through their range of campaigns and through having an in-depth understanding of their target market. They have managed to create campaigns through advertising and other channels of communications that create an emotional attachment for their consumers, which result in brand loyalty.
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.
See: What is (are) Impressions - http://sco.lt/7PpKwT
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
Technology is fueling a democratization of design, giving ordinary people the power to create with speed and ease.
With Intent is seeking freelance marketing, communications, design and PR creatives in Montreal.
Introducing Budweiser Red Lights. Buy yours today at www.budweiser.ca/redlights (Must be legal drinking age)
Live engagement marketing - it's in your social media feed. It's in your home.
An innovative billboard design can be very hard to miss and attract attention from miles around. Check out these 10 brilliantly creative examples...
OOH as Live Engagement Marketing.
Vendors and purchasers always exist when it comes to commodity exchange or trade. Vendors improve motivation of selection by appealing a company product to purchasers. At this stage, all the activities that sellers give consumers are regarded as consumer engagement. There are various tools of marketing communication, in particular, most common communication method between consumer and buyer is advertising such as media advertising, direct response, interactive advertising and place advertising.
This article is also about place advertising, specifically, Billboard Advertising which is most common form of outdoor advertising. There is a disadvantage that consumers are likely to easily overlook as billboard advertising has a wide range of expression to consumers. Even so, it also has an advantage to attract consumers’ attention in the far distance. To take advantages of this, billboard advertising should be simple, innovative, creative and unique.
Billboard advertising can deliver some meaning as design itself without any message. It should be clear to make everyone understand when it has no message. It is better to show an impact for a written message by using simple main words.
It is also important to investigate a trend for consumers’ attention. For example, eco-friendly that all the consumers are interested in is a good element to attract consumers.
As technology develops, the possibility of billboard advertising’s development is enormous. For example, consumer engagement can be enhanced by connecting light, touch screen and sound so as to enable consumers to not just see or feel and stimulate consumers’ curiosity, but experience or feel.
Billboard advertising has a great effect on consumer engagement as it has a broad range of expression as well as attracting consumer’s attention.
Vendors, therefore, should promote consumers’ purchase with the help of consumer engagement through billboard advertising.