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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Branding Strategy Insider | Brand Strategy: When To Attack A Competing Brand

Branding Strategy Insider | Brand Strategy: When To Attack A Competing Brand | Integrated Brand Communications | Scoop.it

Marketing is war. As on the battlefield, there’s a time to hold your position, a time to fall back and reassess, and there are times when you should attack. Those calls should be based on pragmatism not impulse, because the resources required to up your game can be considerable and the consequences of failure can be significant. So when should a brand take on a competitor, directly or indirectly?

 

Let’s start with the circumstances in which an attack makes sense.

Russ Merz, Ph.D.'s insight:

Twelve circumstances when it makes sense to attack a competing #brand, and the seven rules of engagement.

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The Effect of Competition on Customer Experiences

The Effect of Competition on Customer Experiences | Integrated Brand Communications | Scoop.it

Are you trying to figure out if it's worth investing in better customer experiences? It turns out that your competitors will determine whether or not it's a smart move.

 

Competition is healthy. Without it, many companies would lack the motivation to succeed. In markets where goods have become increasingly commoditized, brands must work even harder to stand out. And as competition increases, companies are starting to recognize the importance of creating awesome customer experiences.

 

For many businesses, competition has become the driving force behind their improved CX efforts. In the text that follows, we’ll show some examples of just how that works – namely, how competition increases customer loyalty and company self-awareness, as well as what happens in industries where competitors are lacking.

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Marketwired Business Tip - Monitoring Social Media to Target Your Competition

Marketwired Business Tip - Monitoring Social Media to Target Your Competition | Integrated Brand Communications | Scoop.it

A customer who complains about your competitor on Twitter or Facebook is a customer ripe for picking. But how can marketers stay on top of the thousands of online messages and blogs to take advantage of this opportunity?

 

As retailers and brands become more proficient in the use of the social web for customer engagement, the once-elusive goal of turning those online relationships into incremental sales is becoming a natural extension of the process.

 

The latest  social media monitoring tools are making this all possible, enabling companies to track, filter and analyze self-reported demographic information from users of social networks. Once identified, customer service specialists can reach out to qualified leads at the optimum decision point.

 

With these tools at their disposal, companies tend to first target prospects using social platforms to express interest in a product or service within the marketer's category. And this method works well. However, keep in mind that consumers are also likely to use Twitter or Facebook as an outlet for airing greivances.  While responding to complaints about your own products is accepted as a best practice, consider that gripes about your competitor's products present a rich conversion opportunity for you. Those unhappy customers could be your next new customers, assuming you can find them and appeal to them at the right moment.

 
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