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Rescooped by David Weng from Week 8 - Direct Marketing and Consumer Engagement
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4 simple steps to improve consumer engagement - iMediaConnection.com

4 simple steps to improve consumer engagement - iMediaConnection.com | Milestone 2 | Scoop.it

Via Matilda Alisi
David Weng's insight:

From the title I can directly catch the mean point of the article, 4 simple steps to improve consumer engagement. It is important that brands could understand and catch their target market consumer behaviors. The four steps are start early, “approximately half of all consumers’ surveyed start shopping for the holiday season between October 1 and November 30.” Segment your audience, it’s like appealing offers with explicit deadlines. Consider timing, brands have to releasing email promotions tells customer the useful information when they shopping online.  Leverage mobile, using mobile device to make direct purchase. And we also have to understand shifting consumer behavior, for example, the timing of online shopping and purchasing behaviors is particularly relevant to multichannel brands. I think it is really interesting to use these four steps to improve the brands engagement.

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Sophie Trethewey's comment, September 26, 2013 7:47 PM
This article is interesting, an online marketplace I know has achieved high awareness in online shopping is a global company called ASOS. At ASOS you can shop any item of clothing and brands you can think of both high end and lower end, additionally they have their own ASOS brand on offer. The shop caters ofr men, women, kids, maternity, sports and more. They have free international shipping and appeal to an enormous mass market. ASOS saw a gap in the market for an online shopping marketplace that could cater to anyone anywhere in the world which attributes to shopping behaviors. Consumers enjoy shopping for all their needs in one place similar to department store shopping which has always been a hit. Four major things retailers need to focus on is launch holiday shopping promotions early as it will attract consumers at a fast pace. Segmenting your audience and targeting shoppers within your target market with urgent emails of last minute sales and special shopping days will reduce shopper fatigue and encourage a genuine interest and create a strong purchasing desire. Timing, launching new brands at the time when your big purchasers frequent your website and make purchases is key and will reach the right audience. Embrace mobile technologies and create apps and networking for consumers who are interested in convenience. Overall improving engagement during peak seasonal retail times will produce profitable returns on investment and deliver the best results to the desired target market.
Kevin yau's comment, September 26, 2013 8:47 PM
@Michelle Kim
It is a good article to read. Email is a good way to communicate with customers as email is an important platform to communicate with each other. Everyone has to check their email couple times everyday , so i think with an attractive topic will attract people attention.
Klaudia Lewis's comment, September 27, 2013 12:26 AM
This article strongly emphasizes the importance of consumer engagement and gives the reader four helpful ways to improve a brands ability to engage with their consumers. By starting online marketing campaigns early, brands are able to prepare for consumers who shop prior to the holiday season. It is said that by “using email promotions that include free shipping, discounts, and exclusive offers are an instant driver of consumer purchase decisions”. Another way to effectively engage with your intended consumer is to know and understand what segment you are targeting, this helps avoid message fatigue. It is essential that brands release email promotions and other messaging during times when consumers are most likely to be actively online shopping. By doing this brands have a higher chance of getting their consumers attention and are in turn able to promote their content in a more effective manner. I believe mobile technology is a way for consumers to get the necessary information regarding a brands product , out to their consumers. Through mobile technology consumers are directly able to buy and compare what brands and services appeal to them. Promotion through emailing helps consumers to view messaging and interact with a brand on a mobile platform.
Rescooped by David Weng from IMC Week 6 to 8
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Jordi Altesa, Sahil
David Weng's insight:

This article shows the fortune 500 companies are awarded that the important of social media connection and the benefits through social media marketing. It also shows the huge increasing from 2008 16% to 2012 28%. “Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions.” Social media really helps these companies on their brand and customer loyalty. They provided the example of twitter, Facebook and social media, “nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year.” Facebook also has astonishing increasing spends. I can see that the reason these companies growth faster than others. Social media marketing could help them get feedback over the world from consumers quickly and on time. It might be the difference between fortune 500 and small companies.

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by David Weng from Week 6 - Creating an effective communication mix : Measuring results against objectives
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Milestone 2 | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via Matilda Alisi
David Weng's insight:

Really useful article, it tells the definition of Marketing Communications Mix, people normally use a marketing communications mix to describe a varied strategies used to advertise and promote a business or its product line. This article shows five essential aspects of this type of communications mix, which are sales promotions, personal selling, direct marketing efforts, general advertising, and public relations. The key elements In MCM is advertising, the article explained why is advertising important and gives an example for that. Another element is sales promotions, offering useful information to consumers provide to them how the products can be purchased.  Personal selling is also quite important, face to face talk with customers. Direct marketing campaigns can make a huge impact on the success of business or product. A last component is public relations efforts. To Building name recognition among consumers to create positive perception of what the business is all about.

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Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Rescooped by David Weng from The power of ideas; integration across all media.
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 | Scoop.it

Via Tyler
David Weng's insight:

I really enjoy this article, this article posted four examples of integrated marketing campaigns, these examples are well known campaigns and we have made purchases from there. They all same look and feel online as they do offline. Kraft Foods marketing includes consumer incentives, cinema, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. People could easily read and get to know the belief of the campaigns there. Popeyes using television, newspaper ads and a microsite to present the taste test of fried chicken bone. Dickies use microsite 30-second and 60-second television ads as well as print ads. And Wheat Thins use YouTube channel and Facebook to present their brand. These campaigns really tell the information of their brand. They all give the same feeling to consumer.

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Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
Rescooped by David Weng from The power of ideas; integration across all media
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 | Scoop.it
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...

Via Sam Shen
David Weng's insight:

Nice article ! This article tells how integration influenced business communication. The first of the paragraph posted the example of television enabled marketers to talk to consumers en masse; the benchmark of success for brands was “increased awareness”. But the current of the marketing has become more complicated than simple using mas media to drive awareness. Awareness doesn’t always translate into positive brand value. So how to make customers trust brand, brand have to create brand value not just by increasing awareness from mass media which including  ‘considering trial’, ‘increasing retention’ and ‘improving brand loyalty’. And the article gives an example of Ogilvy & Mather. Integration in the future will be ‘assumed’ that depending on the objective at hand, there will be a role for integrated media, integrated creative and integrated teams. Marketing integration is essentially creating core creative ideas that can be adapted across every medium. David Bonthrone has full of confidence for integration

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Hendy Han's comment, September 26, 2013 7:13 PM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Enele Westerlund's comment, September 26, 2013 7:30 PM
Blake, very true that consumers have the power to find out about any product they require. Creating a planned and consistent integration definitely allows for brand loyalty to grow. The article is definitely a detailed one. With It would be very easy for a consumer to shift in brand loyalty if they do not have a resounding reason to be loyal to the brand. Integration here really does build up from the core and allows consumers to engage across multiple platforms.
Calvin Henton's comment, September 26, 2013 9:11 PM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.
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Tracking mobile offers from eyeball to purchase

Tracking mobile offers from eyeball to purchase | Milestone 2 | Scoop.it

The life cycle of a mobile ad in 3 steps
SUMMARY: Mobile marketers can best appeal to potential customers by taking into account three steps that take place between when a consumer notices an ad to the time he or she makes a purchase, writes PushPoint CEO Greg McAllister. In distributing the message, special offers work best with location targeting. Then it's a matter of tweaking the campaign to increase customer engagement and push the consumer nearer to purchase while tracking how well the marketing strategy worked.

David Weng's insight:

This article mainly talks about the influence of mobile phones use and advertising. Also it gives three key elements to attract consumers. The article has mentioned that 86% of shippers will access a retailer's site on their mobile device while shopping in a retail store and mentioned 71% people want to use mobile wallet experience in 2013. These record shows that how is a mobile phone provided and creates their brand loyalty, mobile phone is no longer just the communication device, consumers demand producer to give more convenience and useful programs on mobile phones, it is like mobile wallet.

Mobile offers are really useful tool for marketers. It can attract new consumers and it makes consumers easy to evaluate and identify their brand. I think the target part is quite good idea, depends on location and consumers segmentation, we could focus on the special groups for discount, it will increase peoples motivation and their loyalty to this brand. Closing the loop at point of sale is for people could clearly see and find the shop also the great idea as well.

Overall, mobile phone is now really useful tool for everyone. But everything has the disadvantage, I’m worried that we will lose some of our communication skills. So we have to use mobile phone effectively.  

 

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Alice Burke's curator insight, March 21, 2013 2:56 AM

The use of mobile phones for advertising and marketing is steadily increasing and as mentioned in this article, the prevelence of mobile/smart phones in this day and age is likely to take over the shopping experience for consumers. This point is illustrated in the article, in that it is predicted 86% of shoppers access the retailers website while shopping in store. I personallly think that this figure is dramatically inflated. While many consumers may do this, I dont believe that it would be that high.

However, mobile offers are a great tool for marketers. Not only can it attract new consumers but it can also remind exisiting consumers of the brand and any recent offers the company has, and can do so instantly and cost efficiently.  By targetting consumers based on their location and alerting them to stores and promotions in the area via mobile phones, companies can gain instant and measurable results from the advertising. Another advantage, is a new 'touch point' for marketers to access the consumer. It is also beneficial as mobile advertising can be used in conjunction with other touch points to create multiple touch points and therefore more effective marketing. For example a consumer may see an advertisment for the store, then go into the store, converse with a sales assistant while looking at the stores website for offers simulatneously.

I think the increasing prevelance of mobile offers and marketing will have a huge impact on the industry as we know it. I also am interested to see how consumers will view this increasing trend. Will they think it is too invasive? Will it make them skeptical of all advertising? Will they think their privacy is being breached through the location aspect? Or will they engage positively in this increasing marketing trend?

 

Juju Jadine Davis's comment, August 9, 2013 10:27 PM
Alice, has basically covered everything, so there isn't much to add. The prevalence of smart phone use among consumers has provided marketers with a new platform to grow their consumer reach, not only to acquire new customers as explained in this article but also as yet another touch point for IMC. Smartphones are an excellent promotional tool for marketers, specifically because of the data accumulative properties inherent in digital devices; easing the often difficult evaluation process of marketing. In my view, the promotional media on smartphones will be effective in the beginning stages but will probably become common place, to the point where informed consumers will just ignore them.
Li Ma's comment, August 11, 2013 2:43 AM
This article tell people that more and more consumers prefer to use the mobile device not just for communication, they would like to use it for payment, consumption, and product discovery according to some relevant research findings. Thus depending on this situation, the mobile offers and promotions become very necessary, this article also defines the goal for them is to attract new consumers. To reach the goal, the article listed three important steps of mobile offers from eyeball to purchase. They are distributing the offer, engaging with the customer, and closing the loop at the point of sale as well.
I think your comment is very comprehensive, and you added your own understanding of this article, it is pretty reasonable.