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.
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.
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.
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 ...
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