This article clearly describes how the branding is a key to business success, especially for new businesses. In general, the branding expresses what a business is, what it can offer, and why the business exists in the first place. For a company, the brand is first and foremost the company's face to the world. It is about the name of the company, the logo, and the communications in the company. The brand is also about how the company is perceived by customers. Lastly, a brand is a promise and a reason for the existence of an organization. With a clear band, the company can convey its key audiences, including customers, shareholders, employees, necessary information regarding its products, services and projects. Therefore, for a new business, except for funding and product development, branding is also very important at the initial stages and the stages of building its reputation. A successful band should be simple but symbolized and memorable.
This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.
Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.
Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.
Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.
In brief, consumers are humans, who make quick decisions on actions based on an emotional response.
This article mainly reveals one of the typical features of the digital age nowadays, which is fragmentation. Due to the emergence of various media, ranging from television networks, radio stations, print titles, to outdoor billboards, which are competing for attention from audiences, new marketing channels pop up every day with explosive messages. As a result, the audience’s attention spans are becoming increasingly fragmented. This is also the case for marketing.
The best way to overcome fragmentation in marketing is integration. The first aspect of integration is consistency. It means to communicate a consistent identity and deliver it consistently from message to message and medium to medium. The marketing strategy needs to be integrated into all aspects, including advertising, sales, customer services, and customer relationship management, so as to attract, retain, and engage customers.
Integration is important, but it is also true that marketing integration takes time and requires perseverance. Therefore, from my point of view, more emphases should be put on realizing the consistency, so as to capture consumers’ attention instantly and retain it for long.
This article argues about how the “word-of-mouth marketing” is important to brands. Personally, I also agree that the power of “word-of-mouth” cannot be ignored. Consumers have positive and negative experiences when shopping, and they usually tell the people they know about their experiences. In other words, the conversion between consumers about brands is far more influential than any advertisement has been or ever will be. For statement and proof of this situation the article also provided a survey, which asked consumers about factors influencing their purchase decision. The result showed that 92% people would trust recommendations from people they know, or even opinions and comments posted online by strangers. In addition, the positive influences can bring benefit to the brand, and on the other hand, the negative influences can also be amplified exponentially through word of mouth. Therefore, for marketers, it is essential to have consumers engaged, so as to promote the brand and try to avoid the negative influences. In this post-advertising age, when consumers have been exposed to various sources of information, the marketers need to make good use of all kinds of media available and turn themselves into stories or create a brand narrative for consumers to unearth, engage with, and explore. When consumers have positive experiences in the process of associating themselves to the brands, they will be willing to recommend the brands to others.
This article is mainly about the importance of setting measurable and realistic objectives in the process of product promotion, including making budget plans. Customers are aware of the product through being exposed to advertisements, but the success of an advertisement is measured by marketing and communication objectives. In order to set objectives, interaction and coordination within the company and between the company and the advertising agency are of great value, so as to promote the brand more effectively. Setting objective for product promotion involves aspects from budgeting, marketing, public relations, and so forth. In the later stage, to see whether a promotional strategy works or not, objectives serve as a benchmark. In addition to be measurable, a good objective also needs to be targeting specified audience and with clear time period. Some parameters of objectives are measurable variables as market share and profits. I agree with the statement that marketing objectives play a vital role in brand promotion.
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