This article explains in detail how emotions influence a consumer’s decisions of purchasing a product or service. In many cases, emotions have a large influence on a majority of decisions people make in their lives. According to the article, there is an influential role of emotion in consumer behaviour such as, fMRI neuro-imagery shows that most of consumers use emotions (personal feelings) rather than information (brand attributes) when evaluating brands. Emotional response to an ad has greater influence on a customer's purchase than the ad's content. Emotions are the primary reasons why consumers prefer brand name products, so the brand that's nationally advertised has the power in the marketplace because it creates an emotional connection to the consumer. Thus, in order to understand consumer's purchasing behavior companies need to have the knowledge of human emotion. As companies (brands) with the richer emotional content are likely to have more loyal consumers than the companies without emotional links which influence consumer preference and action.
In this article we can see the author emphasizes on the importance of brand reputation and highlights strategies on how to go about this so that businesses can safe guard their brand. A few years back, people would hear about a good place to eat, or something similar, through word-of-mouth. Whereas, today in a short span of time can information such as feedback can be viewed by a number of people at the same time via the Internet. This article was a good read and struck the brand management chord. It provides helpful details and tools that brands can use in order to secure their brand more safely. It also says, brands must motivate their customers to positively talk about their products and services on sites that catch the public eye.
Everyone makes a spelling mistake once in a while, right? All it takes is a slip of the fingers and you`re tweeting an angry reply to @UnitedAirlanes instead of the real United Airlines account.
Selina EverHungry Nihalani's insight:
In today’s technologically dependent age, this case that is one of the many possible problems that a company could face. United Airlines could have prevented this crisis if they had better managed their brand and understood that their presence on the Internet can, negatively or positively, affect their image in the ‘real world’. If United Airlines had better brand management, they would have taken measures to prevent this crisis. United Airlines should have made an official Twitter handle with a name customers could associate them with. This means instead of being @United, they should have been @UnitedAirlines. What companies fail to understand is that their presence on the World Wide Web will definitely have an impact on the consumers’ perception. This crisis could have easily been avoided instead it has cost them a fortune. Official social media pages must be advertised officially. This will, in turn, help retain customers, money, trust and brand image.
Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.
Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.
The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.
The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.
Continue Reading ....
Selina EverHungry Nihalani's insight:
Many of us are big online shoppers. This is because it is more convenient for us to be shopping from the comforts our home or during lunch break at the office. But, there are businesses for which online shopping just turns to custard. Consumer engagement on online shopping websites during holiday seasons can be termed as its peak period. As such websites will be visited often, businesses should pay more attention to glitches during this time. It has been said that e-commerce businesses have wasted valuable resources by ignoring specific times, dates and ways to engaged with customers. What companies do not realize is that consumer engagement is what encourages sales as the consumers are highly satisfied with the services offered. This engagement also helps in building brand equity and brand loyalty. There are four ways that brands can put their marketing strategies and consumer behavior on a parallel setup.
1) Early Sales
2) Market Segmentation, where early shoppers are the target market
3) Promotional emails
4) Making full use of the technology currently available, for example creating iPhone/Android apps.
Small businesses and companies can use social media platforms to share information with the public. Creating a social media account is very easy, but keep it updated with photos and the like is time consuming and can be tedious for some. It is convenient to have customers learn about one’s company and the products and services offered via social media. This article has two vital ways that small businesses can choose the most effective and suitable social media platform.
1) The company should create an official account on the most popular social media websites such as facebook. Using LinkedIn will allow them to widen their horizon and form business-client relationships.
2) Tools such as Hootsuite and Crownbooster are apps that should be taken advantage of. They make it easier to update information such as photos on social media sites and can also help decide what information has been most popular amongst your audience
Having strong social media networks available will help small businesses reach more consumers and keep them informed about their products and services
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.