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This week we talked about the concept of IMC and consumer engagement. In my opinion IMC is the tool in which companies/brands use the marketing mix to control the perceptions of their brand, how consumers see the brand and what they relate their brand with. For example SBW is a brand in his own right, and is linked to things like sport, energy and power which you see through the other brands he endorses. All of which have an affect on his consumer engagement, making sure that the messages and communications are all linked keeping the consumer perceptions of sport, energy and power.
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Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | ConsumerEngagement |

Via Keane Orchard, Alina Oleinik
Daniel Armstrong's insight:

Consumer engagement is important as competition is probably at its highest and the communication between both a companies product/service and a customers experience is so readily available and public to a wider audience. The statistics in this article show this, 72% marketers all over the world consider effective customer engagement as the top most priority for the success of the business organisation. This is because if a customer is unhappy with a product/service or how the company has treated them then they can simply try another brand. They will also share their experiences through social media or other forums, which has a vast audience, and will take a toll on the reputation of the brand.

Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.

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Customer Engagement a Major Focus of Small Business Technology According ... - Business Wire (press release)

Customer Engagement a Major Focus of Small Business Technology According ... - Business Wire (press release) | ConsumerEngagement |
Customer Engagement a Major Focus of Small Business Technology According ...
Daniel Armstrong's insight:

Businesses are constantly having to find new ways to improve their consumer engagement and are now adapting to the social media era we are in today.“Eighty-two percent of small business owners have said their main source of new business is referrals, so it’s no surprise they’re taking a hard look at technologies that boost social visibility and feed the referral engine,” Using such tools as facebook or twitter businesses are able to communicate directly to consumers and take on what they have to say. Also it is a more credible source of information for future consumers to read if consumers of the product are talking possitively about the brand. Happy customers lead to new customers, as we are all connected these days by social media and are sharing our experiences with brands.

Alina Oleinik's comment, March 12, 2013 10:15 PM
Due to the fact that we are in a recession, smaller companies are finding it more important than ever to engage with consumers in order to gain more market share. Engaging with customers through social media websites can lead to co-creation, allowing customers to help their businesses develop and improve. The internet has become a powerful way of spreading information about companies, and positive word of mouth can be created when a company finds an effective way to engage with their customers.
Keane Orchard's comment, March 13, 2013 5:33 AM
Interesting article; it brings up the differentiation between attraction and engagement and results of the survey show that email is still a key player in both aspects. In regards to the feedback from customers via social media; this can be a double edged sword; yes good feedback is going to boost reputation, but bad feedback can have an even more powerful negative effect. Social media can open a business up to these criticisms, however it's the way that the organisation responds (or fails to) that can obliterate or strengthen these comments.
Kate Corkery's comment, March 21, 2013 11:08 PM
this article shows that engaging with consumers is so important. this creates a positive feeling when leaving the shop with the product or service. positive word of mouth leads to a growing business. this is especially important for the smaller businesses as they dont have as much money to play around with creating large marketing launches etc. a happy customer is one that leads to a happy business
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Telcos should use social media for better customer engagement ...

Telcos should use social media for better customer engagement ... | ConsumerEngagement |
Brands such as Vodafone, Tata DoCoMo, Airtel, Aircel and Reliance are already using social media campaigns as part of their markting strategies for greater customer engagement and insights. “We have observed that quiz ...
Daniel Armstrong's insight:

"Social is the way to go."

Keane Orchard's curator insight, March 13, 2013 5:47 AM

Quite surprising that Indian service providers are behind in this area; in such a competitive industry it is definitely something that needs addressing quickly or they risk losing market share as more advanced organisations see opportunities

Alina Oleinik's comment, March 19, 2013 5:31 PM
In this day and age, customers want to gain information and have their queries answered instantly. Social media allows this to happen, as people can stay connected and interact with each other 24/7. It is definitely a way for businesses to directly engage with customers and can lead to satisfaction.
Kate Corkery's curator insight, March 20, 2013 7:26 PM

our world is forever becoming a technelogical and social world. online marketing is incresingly popular. with these changes they way that organisations engage their consumers needs to change aswell.


Emerging technoligies such as mobile, web, and social media websites is the way to go. More and more people are using Facebook, Twitter, Youtube etc. Using these channels is a good way to enrich the customer experience and making it unique. is important to use these new channels to personalise and differentiate their brand.


Creating a positive brand experience will lead to positive insights, positive interaction and trust from the consumers.