IMC 2013 Semester 2
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Rescooped by Selina EverHungry Nihalani from Communicating with consumers: the importance of emotional responses
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | IMC 2013 Semester 2 | Scoop.it
The emotional core of consumer decision-making

Via Sam Liu
Selina EverHungry Nihalani's insight:

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.

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Hannah Joy Gaisford's comment, August 22, 2013 11:26 PM
Great article Oscar. It is amazing how much a consumer has already made up their mind about a product through their emotional response before they even buy it or come to understand it. It is so irrational to make decisions based on our emotions but we are only human and unfortunately that is what we do.
Swati Tiwary's comment, August 22, 2013 11:39 PM
Yes emotions are definitely how consumers can be drawn to a brand . By giving brands a human quality the consumers can relate to them better
Georgia Mackay's curator insight, September 16, 2013 7:06 PM

The article emphasises the importance of a marketer's understanding of human emotions, and how these emotions link to which brands different consumers go for. It discusses how consumers will use emotions primarily when evaluating brands, even over the information about the brand, such as its features and facts. The article describes a brand as nothing more than a mental representation of a product in a consumer's mind. I think that this is a significant point to note, as a mental representation incorporates the ideas of brand personality and brand narrative, which both support the idea of emotions playing an important role in brand choice for consumers. It therefore makes sense for marketers to have a thorough understanding of human emotions and the link to brand choice, as this understanding can equip the marketers with what they need to trigger consumer action. All in all, a great read (for marketers in particular), offering relevent and useful advice. 

 

Rescooped by Selina EverHungry Nihalani from Public Relations & Social Media Insight
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Brand Reputation Management: Your Seven-Point Game Plan

Brand Reputation Management: Your Seven-Point Game Plan | IMC 2013 Semester 2 | Scoop.it

Despite its current popularity, brand reputation management is not a new concept, but today it's about actively managing the references, conversations, and feedback that typically occur online....

 

So, what course of action should you take? Basically, having a good defense as well as attack strategy is required. Here are seven key areas you should address:

- Search engine dominance

- Brand monitoring

- Social media PR

- Reviews and recommendations

- Customer service and culture

- Negative-PR management- Brand advocacy...


Via Jeff Domansky
Selina EverHungry Nihalani's insight:

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.

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Brittany R Taylor's comment, August 22, 2013 4:35 AM
The article talks about Brand Reputation Management and the 7 main points to use it. The seven main points are Search engine dominance, Brand monitoring, Social media PR, Reviews and recommendations, Customer service and culture, Negative-PR management, and Brand advocacy. Each point makes sure to talk indepthly about how to connect to customers and make sure you have a positive word of mouth or Public Relations. The article shows that understanding and communicating with your consumers effectively is the best thing to do.
Swati Tiwary's comment, August 22, 2013 11:43 PM
Brand reputation is vital for a brand to survive and can be downfall if not managed properly.. Hence this article is real good as it provides the steps to successful brand management.
Angela Kim's comment, September 26, 2013 4:04 PM
@Sally, i agree with you brand management for business is the most important thing in order for the business to success. there fore the sevent key steps seem to give really good tips for them to lose ther brand management.
Scooped by Selina EverHungry Nihalani
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United Airlines Parody: Brand Management Failure - Mathaba

United Airlines Parody: Brand Management Failure - Mathaba | IMC 2013 Semester 2 | Scoop.it
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. 

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Swati Tiwary's comment, August 22, 2013 11:24 PM
i agree that it is important to realise the importance of brand image in teh "real world" . A good and well though off brand image can be the difference between a sucessful and an unsucessful brand. The crisis above is a prime example of marketers failing to understand the effect of brand image on brand reputation
Scooped by Selina EverHungry Nihalani
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | IMC 2013 Semester 2 | Scoop.it

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. 

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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

Rescooped by Selina EverHungry Nihalani from IMC Milestone 1
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How to Make Social Media Work for Your Business

How to Make Social Media Work for Your Business | IMC 2013 Semester 2 | Scoop.it
In order to help you decide which social media platform will work best for your enterprise, this article contains some useful tips to follow.

Via Ceres Wu
Selina EverHungry Nihalani's insight:

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

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Swati Tiwary's comment, August 22, 2013 11:41 PM
Social media is so far reaching that it can be said that it is more effective than marketing through other channels. Everyone uses social networks and it is a boon for small business as its cost effective. There have been big marketing campaigns that have been started on social networking sites and have snowballed from there.