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. The value to business of owning strong brands is incontestable (Clifton et al., 2003). 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.
There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). 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.
FirstLiberia: Bridge the Gap Between Rich and Poor The News A Liberian Economist and businessman is worried about the current state of affairs, especially the gap between the rich and poor which he says poses a threat to the stability of the country.
It is a global issue about how to bridge the gap between rich and poor. Even though the issue is more about economy and big market, it is still connected with IMC. This is because IMC is "the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other." By using effective IMC tools such as Internet, radio, TV, etc, people can deliver their knowledge or information to certain field. Rich people can transfer their resources and bring them into the world of poor communities. This is a good way that global market can be fair and maintain the bright future. In the article, "We Call On the government to listen to the cries of the people and examine its performance; and if the situation remains like this, there wouldn't be any legacy left behind by President Sirleaf." That means the government can also play a very important role by breaking barriers and bridging the gap between rich and poor.
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.
Normally, both online and offline advertising has become a powerful weapon to hit the market because it not only achieves advertising’s effectiveness, but also provides consumers with a great deal of information about a new brand or product (Plummer, 2007). 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.
Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..
Video presentation on insights into youth behaviour and culture.
C hu ck's insight:
Culture is one of the most important part in Consumer Behavior and IMC in marketing field. It can influence both internal and external marketing environment. Same as the culture, the brand culture is also important for consumer to receive. To create a well managed and attracting brand culture, the company needs to fully understand the consumers and the consumer insights. Just like what the video expressed, the youth culture and behavior is quite unique and different among the mass market, the youth group usually holds interests in different area, and have different insights to brands. Thus for a company better catch the consumer group, brand have to add up fresh and young elements into the brand culture. For example, the well-known commercial "dumb ways to die" is a very typical and effective one for brand culture. Rather than using "boring" slogans and educating words to acknowledge the group, the metro use a adorable and enjoyable song to expand the importance of being careful around trains.
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