IMC 2--Brands and brand management: the importance of branding.
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | IMC 2--Brands and brand management: the importance of branding. |

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.


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Joly Yuan's insight:

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.

Kier Segui's comment, September 26, 2013 4:46 AM
Hey Martin this is a good article you have chosen. Understanding consumer behavior before engaging with consumers is very important. If you understand how your target consumers behave then it will be easier to identify the best possible way of engaging them. Also by understanding your consumer you gain knowledge into what they like and what engages them. Therefore you can tailor a strategy best suited for that consumer.
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

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How to Build a Strong Brand

How to Build a Strong Brand | IMC 2--Brands and brand management: the importance of branding. |
The importance of branding in the modern corporate world is undisputed.

Via Spyros Thalassinos
Joly Yuan's insight:

It is very important to build a strong brand for the company. After consumer trust brand, they will trust all the products. This article shows that in this competitive business environment, regardless of the size of the company, branding is a vital part of the company’s success. There are three steps to build a strong brand. Firstly, brand identity is the presentation of company’s reputation through the logo design, website and print collaterals. Great brands are easy to recognize, their mission is clear, and it fosters that coveted customer loyalty all businesses crave. A brand is one of the most valuable fixed assets of a business, so suitable brand identity design is critical to determine how people see and feel of the brand. And it must be carefully crafted to ensure it properly represents the business, and resonates with the intended customer base. Secondly, brand strategy requires a unifying idea from behavior, actions and communications. Lastly, branding is the process which is based on brand identity and brand strategy. To succeed in branding you must understand the needs and wants of your customers and prospects. Make sure your brand show consistency is the key to success. After your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication.

Sienna Jang's curator insight, September 24, 2013 12:10 AM

This article shows the importance of branding and how we can btuild a strong brand.This article tells us that building a strong brand is vital for any organization in order to survive in competitive market, and then there are 3 steps for it. First, brand identity creates the brand’s representative image to consumers in a most visual way, such as logo design, website and print collaterals. It would be the same effect as the image of apple when we think about Iphone. The second step is that for effective brand strategy, the brand needs a central unifying idea and communication. Lastly, branding is the process for customer loyalty and consistency is the key for it. I agree that consistency has huge impact on building a strong brand and consumer loyalty. These days, consumers no longer look for price; they also expect the quality and trust from the company. Therefore, keeping a consistency is the best way to show consumers that we are reliable. In my opinion,this article is trying to tell us that branding is not just for consumers and market competition, but it’s also for the company itself to understand what they are.

Michelle Kim's comment, September 24, 2013 12:17 AM
@Sienna Jang
I'm strongly agree with your opinion that branding is also for the company itself to understand what they really are, not only for market competition. In addition, market competition can make company stronger by improving themselves competing with other companies.
Kevin yau's comment, September 24, 2013 12:20 AM
@Sienna Jang
This article shows clearly that the importance of branding the company. I think the 3 steps process that in the article is very helpful and effectively for readers to understand and learn. Also i agree that you said nowadays customers are more focusing on the trust from the company. Therefore, having a positive image of the brand is really important.