IMC-Twitter Comment
23 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Rescooped by Shichi Zhong from IMC Milestone 2
Scoop.it!

Social Media Integration Basics

Social Media Integration Basics | IMC-Twitter Comment | Scoop.it
Social media integration can be simply defined as bringing together all social media tools that you use for easier management. ... I want you to grab this blueprint and discover how you can easily generate over $3,000/ day!

Via Yuhang Wei
Shichi Zhong's insight:

"Social media integration can be simply defined as bringing together all social media tools that you use for easier management." Nowadays many companies are using social media as their main promotion tool to display the product and attract the consumers. This is because the whole market is changing from physical stores to online stores and also consumers spend more time on the internet than they used to be. Therefore, how to build a great idea to win the market by social media is a very important issue for almost every company in the world. Of course, not only online media but also all other types of media is important to increase the profit. The company should focus on the power of ideas by integrate all media to gain the market and more importantly win the consumers.

more...
Scarlett Yeounju Kim's comment, September 26, 2013 3:37 AM
@ Yuhang Social media is an effective tool to create engagement between a company and consumers today. It allows the spread of the business name and its specific values and attributes. There are examples of small businesses utilising social media effectively to create success in their business. This article’s author suggests that if a marketer or small business owner understands social media functions they can engage with consumer effectively with minimal cost in terms of time and money. He suggests using usernames across networks that are similar and consistent and letting them share the same passwords. This at the end of the day allows for easy integration. There is also an application called Feedburner which is used to help to share posts and content across all registered networks easily. Most people live a hectic life nowadays and the small business owner may not have to time to think about their new marketing plan. However, if they utilise the social media function they can use their time effectively. They may have opportunities to expand and promote their business if they can use social media functions in the right way. Therefore, a successful business is not a possibility only for the ambitious. If a marketer or a small business owner wants to have a successful business they should know the right information about social media.
Yuhang Wei's curator insight, September 26, 2013 8:57 AM

"Social media integration can be simply defined as bringing together all social media tools that you use for easier management." Nowadays many companies are using social media as their main promotion tool to display the product and attract the consumers. This is because the whole market is changing from physical stores to online stores and also consumers spend more time on the internet than they used to be. Therefore, how to build a great idea to win the market by social media is a very important issue for almost every company in the world. Of course, not only online media but also all other types of media is important to increase the profit. The company should focus on the power of ideas by integrate all media to gain the market and more importantly win the consumers.

Holly Adams's comment, September 27, 2013 12:16 AM
@yuhang. Great article of the current and possible future used of social media in today's world. I agree that most companies / business must have a social media connection point somewhere. This is because of the vast majority of people (pending on your target market) have a social media connection somewhere. We are definitely seeing an increase with the connection of social media advertising and other forms of advertising. For example on a lot of bus ad's you will see at the bottom of the advertising the facebook or twitter link. Allowing people with smart phones to instantly go to that page as soon as they seen the ad on the bus.
Rescooped by Shichi Zhong from IMC Milestone 2
Scoop.it!

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | IMC-Twitter Comment | Scoop.it

Via Jessie Joseph, Yuhang Wei
Shichi Zhong's insight:

The article explains how a brand and consumers have a mis-communication and what it could lead to. Many companies believe that what's popular can represent the right thing to do. However, sometimes it is not what customer want. Companies often miss the chord and find the traditional ways of marketing old fashioned and always try to rope in new ways of marketing. They only think about the product/service from their opinions but not from customer's feeling and behaviors. They try to adjust with the modern world but forget the most important thing- customer relationship or customer value. In doing so, they do not pay heed to what customers actually want which creates differences or mis-communication between customers and brands. Since the arrow doesn’t hit the mark, the invested capital may get wasted. If a company is able to deliver results just as the consumers need with a blend of traditional as well as modern ways then it inevitably achieves its goals. Understanding a consumer's demands is therefore needed for a company to walk on the path of success.

more...
Sheenal Prakash's comment, September 26, 2013 11:18 PM
I agree with peonix hu's insight and also think that the base of every purchase is the need for that product e.g. You would go out and buy a new lightbulb only if you need it to replace an old one not if it's on special one day
Sheenal Prakash's comment, September 26, 2013 11:20 PM
marketers need to distinguish between the products which consumers need like basic needs and the product which the consumers want because the product that they want are going to be the products they pay more attention to and will likely be willing to pay more for a product they want rather than need because it has more emotional attachments
Holly Adams's comment, September 27, 2013 12:03 AM
@yuhang. Very good article! Thought it was a interesting read and had some great points. Customers will always find a way to get what they 'want' often by trying to convince them selves it is what they 'need' therefore blurring those two line. Often we see advertising talking about a new product that everyone needs when in fact people would be absolutely fine without it. Hear over and over again (whether on tv, radio or billboards) will eventually start to see the reasons they NEED it that product. A prime example of this is the iPod, 20 years ago there was absolutely no need to have music with you all day long, and people were find with this. However know it is a belief that people NEED the iPod so they can listen to music any time they please. They have changed a want into a need for everyone, aka great marketing!
Rescooped by Shichi Zhong from IMC Milestone 2
Scoop.it!

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | IMC-Twitter Comment | Scoop.it
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao, Yuhang Wei
Shichi Zhong's insight:

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable

 

Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

more...
Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Rescooped by Shichi Zhong from IMC Milestone 1
Scoop.it!

Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | IMC-Twitter Comment | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Ilona Hussain, Yuhang Wei
Shichi Zhong's insight:

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

more...
Norman Vaz's curator insight, August 22, 2013 9:20 PM

Integration is the most fundamental aspect of IMC. This article reflects on why we as marketers always have to use integration in all aspects as it is a communicating too to the consumer which establishes what your brand stands for and what it is its identity in the market place. This article also comments on how consumers would be satisfied and companies would be very successful if they used integration in their marketing.

Aleisha Snell's comment, August 23, 2013 12:21 AM
This article is benefitcal for any business as it outlines that interegation for IMC and companiesare infact an important aspect. however it is important to understand that too much integration can cause conflict. Companies as outlined in the article can either get away with using the same marketing messages however there are companies that needs to reinforce the same message but in a new context to help them grow.
Yuhang Wei's curator insight, September 16, 2013 1:03 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

Rescooped by Shichi Zhong from IMC Milestone 1
Scoop.it!

Establishing Objectives and Budgeting for the Promotional Program

Establishing Objectives  and Budgeting for the Promotional Program | IMC-Twitter Comment | Scoop.it
Can we measure the ROA? Oopsss ! This is not Return on Assets, this one time and it is: RETURN ON ADVERTISEMENTS Is it hard to measure this ROA? Although a number of metrics can be used as a proxy ...

Via Eden, Sisyliana Halim, Yuhang Wei
Shichi Zhong's insight:

As the article mentioned, communication; planning and decision making; measurement and evaluation are three important elements to consider to measure the ROA (Return on advertisements). In the IMC workshop we watched a video made by NZ Transport Agency called "Legend" also known "Ghost chips". That is a really good example to show how the ROA is acheived because this ad is very popular and discuss by many people. It can explained by "SMART" model and also it link to IMC. Marketing is quite different with IMC, marketing is more about how to deliver the value to its target market and IMC in some level deliver specific information to achieve it.

more...
Alexandra Renall's comment, August 22, 2013 4:01 PM
This article communicates a clear and concise interpretation of the importance of planning. It is good to see the author has included smart objectives; this is a very effective format to follow whilst organising a campaign. I specifically noted the mention of 'time frame must be aggressive yet realistic.' Time frame is probably the most important detail to consider in any campaign - if a marketing company does not stick to their timeline their campaign will fail.
Labroye Tauevihi's comment, August 22, 2013 9:21 PM
There are many important and critical aspects in regards to the objeectives of promotional capaigns that I have read in this article. The discussion of the SMART chart is effective and should be applied to all those that are dealing within the same field. Having a clear and concise SMART goals will be a huge advantage, and will also build a much more clearer knowledge of what objectives and goals the brand is aiming for.
Yuhang Wei's curator insight, September 16, 2013 1:08 AM

As the article mentioned, communication; planning and decision making; measurement and evaluation are three important elements to consider to measure the ROA (Return on advertisements). In the IMC workshop we watched a video made by NZ Transport Agency called "Legend" also known "Ghost chips". That is a really good example to show how the ROA is acheived because this ad is very popular and discuss by many people. It can explained by "SMART" model and also it link to IMC. Marketing is quite different with IMC, marketing is more about how to deliver the value to its target market and IMC in some level deliver specific information to ahcieve it.

Rescooped by Shichi Zhong from IMC
Scoop.it!

Yes, Facebook Ads Can Be More Effective Than TV.

Every euro spent on Facebook returned 2.74 euros in additional Coke sales. That was 3.6 times better than the ROI attributed to TV ads.

 


Via Nicole Smith, Leilani Verona Steffany, NayanVallabh
Shichi Zhong's insight:

Communication is quiet important by breaking barriers and bridging the gap between rich and poor. Even though the article did not talk the rich and poor, it give me the idea of communications in the IMC can influence the outcome. Facebook is now the biggest social media website in the world and it has many users in different age groups. TV, as a traditional media channel has been reduced its functions and lost some audiences by competing with social media. Therefore, Facebook now is not just a social media channel but more like a communication center, where every person could deliver their messages to the whole world and every one could comment on the message, It is very helpful for companies and the government to deliver the messages (especially some serious issues) to obtain the feedback from the people. Many politician are using Facebook such as Obama, John Key and other leaders. This is a good sign for social media channel to play a more important role to influence the world.

more...
Nicole Smith's curator insight, March 11, 2014 7:47 PM

I think the content of this article, regarding how Facebook ads were more successful than Television ads for Coke's campaign to reintroduce polar bears in the first quarter of 2013, shows how the marketing and advertising industry has changed over the last couple of years. While Television is obviously still a popular medium that companies choose to run their marketing campaigns on, it is interesting (and not surprising) to see that advertising on Facebook can be just as successful (if not more successful in this case). I think it's quite exciting to be a part of the changing society, where in a couple of years television advertising could become obsolete because of other new, exciting mediums that are being invented right now.

Leilani Verona Steffany's curator insight, March 13, 2014 3:45 AM

I found this article very interesting -  about Coke's campaign ad that used Facebook to display ads linked to videos over three days, which were used to reintroduce cokes famous polar bears.  TV ads were used as well, however the results from coke using facebook were more effective, and only cost 2% of the campaign total cost. We all know TV days are not over (just yet), and TV ads are still effective, but this significant result is showing us that social media sites can very well benefit businesses, small and BIG, and in cases such as this, more so than major mediums such as TV. 

 

I've always thought that Facebook had a lot of potential in terms of advertising and it's capabilities, as it is a great way of brand & product communication. What I like about it is unlike TV, consumers choose to take notice of advertisements, such as opening links to video advertisements etc, hence the message is taken in more effectively and willingly. Unlike TV ads were advertisement can seem like a disturbance embedded in between a program you were enjoying before the ad break. I agree with the article, Facebook is definitely an effective sales channel but it can only work with 'unique and creative content' and 'excellent execution.' Otherwise it just becomes apart of the blur. 

 

NayanVallabh's curator insight, May 12, 2014 8:23 PM

While reading this article i found out that Coke's ad campaign about the polar bears on Facebook interesting. Coke used Facebook to show ads which were linked to videos over a 3 day period which re-introduced the polar bears. The ads were used on TV also, but the results showed that using Facebook was far more effective than using TV, and it was also cheaper to use than a TV ad. TV ads are still effective as they are the most watched form of media channel, but this shows that social media channels are starting to become the next big thing in terms of advertising, and is companies are able to utilise social media sites correctly than their business will benefit as well. Facebook is an excellent form of advertising as consumers are able to share the ads with their friends which will give the company more exposure.

 

Scooped by Shichi Zhong
Scoop.it!

How to Motivate Your Clients with a Great Video

The most compelling method of motivating a customer to try your product or service is to offer testimony of other customers who have happily adopted your bra...
Shichi Zhong's insight:

This video is quite interesting to show people that how to motivate clients. There are many ways: high technology; education;  publishing; green products and so on. There elements can lead your company to a great position to attract consumers and more important is to letting consumers know the core values which you can deliver to them. There are always many methods which can motivate consumers to but the products/services, but only stable marketing and good communications can maintain the relationship between your company and the customers. Customers are very important to any businesses and organizations but only few companies can really keep the customers in years because they know how to motivate their consumers into actions of consuming the product or experience the services. 

more...
No comment yet.
Rescooped by Shichi Zhong from IMC Milestone 2
Scoop.it!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC-Twitter Comment | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jessie Joseph, Yuhang Wei
Shichi Zhong's insight:

Marketing Communication Mix is one of the most important issue not only in IMC but also in the whole marketing area. This is because nowadays people all use multi-functional tools to do everything. For marketers, they should also combine all different marketing strategies or tools to gain the consumers. "You create your marketing mix from a combination of advertising, sales promotion, public relations, direct marketing and interactive marketing. " This sentence is exactly represent the main idea about Marketing Communication Mix. Target Customer; Communication Channels; Cost Estimates; Measuring, these four elements are very important when developing effective marketing communication mix. Each element can play its own role to help marketers understand the market and then expand the market by mix all four elements together.

more...
Gregory Farr's curator insight, September 26, 2013 9:26 PM

This article gives you a very basic overview of the market communication mix. it starts by mentioning the target consumer what is the deciding factors of your audience age/sex/tastes preferences. Identifying a targeting audience can help you focus the marketing more accurately. Communication channels, how do you plan on sending out the message whether it be TV, social media etc. Cost estimates and measuring make sure you spend your money wisely and don’t overspend or waste money. Marketing can be very easy to pump money into but more money doesn’t necessarily mean more successful marketing. Over all the article is rather short and is good for an introduction to the marketing mix however I would recommend companies look more in-depth into each factor than suggested in this article

Ashleigh Nicol's comment, September 26, 2013 10:17 PM
I used this article also, I agree that only a very basic outline is given to the reader and that these factors need to be elaborated on. I also agree that some of the mediums can be very costly and monitoring of money being spent is essential in ensuring you have a profitable marketing campaign.
Holly Adams's comment, September 27, 2013 12:11 AM
@yuhang. Good article choice, however could learn more about it but would have to look outside of this article. This is though a very good article for those who know nothing about the marketing mix and it's importance. I agree with the statement that more money does mean better marketing. It's often the more creative and cheaper advertising grabs the attention of the consumer. People want to see something different, that doesn't always mean advertising on a different avenue but it means making a creative form of advertise. Whether it be a catchy song or slogan or and image no one can get out of their head. That would be a successful way to use the marketing mix.
Rescooped by Shichi Zhong from IMC Milestone 2
Scoop.it!

Marketing Communication Mix Overview And Guidance

Marketing Communication Mix Overview And Guidance | IMC-Twitter Comment | Scoop.it
What is the marketing communication mix and what does it mean to you? Study traditional and newer elements of integrated marketing communication. Get help with your marketing communication plan.

Via karl lagor, Yuhang Wei
Shichi Zhong's insight:

This is a very helpful article to help me understand the Marketing Communication Mix with some very good examples. The traditional components of the marketing communication are Advertising; Direct Marketing; Sales Promotions; Public Relations and Personal Selling. These five components are very important for almost every business companies when having decision-making. Advertising is " the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head." Normally most exposure today are influenced by the mass media to promote the product/service. Therefore, advertising is very important in Marketing strategy. Direct Marketing enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. It can be direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. It is very effective to let the consumers and marketers see the result right away. Personal Selling is the most dreaded as well as the most expensive of all methods in the marketing communication process. Sales Promotion is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that you provide your customer with. And Public Relation refers to how you handle your relationships and the flow of information with your various "publics" or the people who have a stake in or are affected by your business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. All these components can help company to develop very well.

more...
Yuhang Wei's curator insight, September 26, 2013 10:42 AM

This is a very helpful article to help me understand the Marketing Communication Mix with some very good examples. The traditional components of the marketing communication are Advertising; Direct Marketing; Sales Promotions; Public Relations and Personal Selling. These five components are very important for almost every business companies when having decision-making. Advertising is " the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head." Nomally most exposure today are influenced by the mass media to promote the product/service. Therefore, advertising is very important in Marketing strategy. Direct Marketing enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. It can be direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. It is very effective to let the consumers and marketers see the result right away. Personal Selling is the most dreaded as well as the most expensive of all methods in the marketing communication process. Sales Promotion is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that you provide your customer with. And Public Relation refers to how you handle your relationships and the flow of information with your various "publics" or the people who have a stake in or are affected by your business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. All these components can help company to develop very well.

renaychand's curator insight, September 26, 2013 6:22 PM

The marketing mix communication can be hard to understand and get in terms with however i found this interesting article on the 'Marketing Communication Mix' that I felt was easy to understand and covered the topic in a comprehensive way. Basically the communication mix is a very large part of the marketing strategy and comes down to how you communicate with customers. five main areas are highlighted and explained well, advertising, direct marketing, personal selling, public relations and sales promotion. These avenues, used well, can lead to a successful communication mix. It outlines on why the marketing communication is important and how it is used to understand how to further develop customer needs or how the products can be communicated in a better way for consumers

Holly Adams's comment, September 27, 2013 12:06 AM
@yuhang. great choice of article describing the communication mix and it's importance. All avenues (advertising, direct marketing, personal selling, public relations and sales promotion) are communicated very well in the above article and did help me understand the importance of the 5 avenues.
Rescooped by Shichi Zhong from IMC Milestone 1
Scoop.it!

Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...

Via Yuhang Wei
Shichi Zhong's insight:

Short article but very helpful. 5 elements include: experience; connection; engagement; advocates; promise. The first one is experience which is the most important element in brand management. "you should think through the process of creating an ongoing customer and stakeholder experience", as a brand manager you should keep thinking about how the experience could influence the consumers/shareholders then can easily change the branding strategy for better experience of consumers. Other 4 elements are pretty much based on how the experience is set up.

more...
Labroye Tauevihi's comment, August 22, 2013 8:34 PM
I agree that the five points discussed in this article are vital when dealing with brand management. All five points are focussed on dealing with the consumers as they are one of the most important factors when it comes to business, as without customers, there is no business. These points will aid towards building loyalty and retaining your customers and if they are happy then so is the brand. One point that i agree with most is what @Jordan mentioned in her insight, and that is the point of experience. Consumers are out to find an experience especially when dealing with purchasing a product. It is these sorts of experience that can leave a lasting memory in the minds of the consumers. It is these experiences that the consumers will then talk about therefore spreading the word about your brand, if the experience is negative it can also do some damage to your brand.
Anna Kong's comment, August 22, 2013 8:47 PM
I agree with Gibson, great article it's interesting and gives a good idea on what brand management is,
Matthew Randrup's comment, August 22, 2013 10:08 PM
i agree with ahmed that social media is highly important in getting consumer engagement with the brand. I like the mention of the five elements as this can be used as a format to create this connection.
Rescooped by Shichi Zhong from IMC Milestone 1
Scoop.it!

Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | IMC-Twitter Comment | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain, Laura Killgour, Yuhang Wei
Shichi Zhong's insight:

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

more...
CHEN SUN's comment, August 21, 2013 8:39 PM
The article started with two different situation questions that looks similar but have various outcomes. The first option is a logical and clear method to show the features of a product and second option has a emotion attachment not like the first one use straightforward words. The result is the second option makes buyer buy which means consumers are more involved with the second method which is a emotion based approach to make audiences have a recall in their minds that this situations happened to me once and now this product can solve it for me! Therefore, emotion marketing is essential because it can catch customers' emotional reposes and simulate them to make purchase decisions.
Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

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. 

Rescooped by Shichi Zhong from IMC Milestone 1
Scoop.it!

4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | IMC-Twitter Comment | 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 .... 


Via Yuhang Wei
Shichi Zhong's insight:

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

more...
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.
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. 

Scooped by Shichi Zhong
Scoop.it!

Inside Story - Narrowing Asia's gap between rich and poor

China and Indonesia have agreed to increase minimum wages to help narrow the gap between rich and poor. The countries' economies are among the fastest growin...
Shichi Zhong's insight:

This is a quite important issue for companies, especially in developing countries such as China; India; Indonesia; etc. Many developing countries now are facing the issue of how to bridge the gap between rich and poor. It is very important to create enough job opportunities and increase minimum wage to reduce the gap between rich and poor. On the other hand, IMC can play certain functions to achieve the purpose. The government can use IMC tools to deliver the messages that could influence the people. Social media is one the most useful tools to implement the purpose. Nowadays, many people and companies are using social media (Twitter; Scoop.it; etc) to promote their services or products. It can also influence the people by using social media to break the barriers and bridge the gap between rich and poor.

more...
No comment yet.
Rescooped by Shichi Zhong from IMC 2014 AUT
Scoop.it!

Integrated Marketing Communication (IMC) Strategy (Planning for IMC - An overview)

Integrated Marketing Communication (IMC) Strategy (Planning for IMC - An overview) | IMC-Twitter Comment | Scoop.it
Learn how to integrate all of your company's marketing channels and seamlessly present a unified message to customers.

Via Nick yoong zhen nam
Shichi Zhong's insight:

This article is quite explain the overall situation about how IMC is and how IMC can influence the marketing field and small businesses For any businesses, consumers are very important to the company. Many companies are quite pay attention to their consumers in order to expand the market and make more profit. "Big Idea" is one IMC word which can motivate consumers into action to buy the products or services. Nowadays, many companies are using this method to increase their IMC process to make a better performance and keep the market in a good condition..

more...
Nick yoong zhen nam's curator insight, May 12, 2014 6:55 AM

This is a way that all small business should follow in order to create a good awareness to the public. not much in detail but is the simplest way to understand how to planning for IMC.

 
Ng Keng Hoe's curator insight, May 13, 2014 7:44 AM

4 steps of planning for IMC. Define goal is the 1st step since it was a reason it exist. Research is the second step to make sure it could be reached to the right audience. Third step is to make sure that everything that goes with different media is the same campaign to make it consistently. And the last step is to conduct marketing audits regularly to review and revise it. 

Tiffany's curator insight, October 1, 2014 5:13 AM

Starting a new business by using Integrated Marketing Communication should consider that who is your target audiences and what they want to get.  Use social media  and direct marking to advertise the products and services. Advertising is important, consumers remember those creative advertising that well-attracted them to encourage them to purchase.