Integrated Brand Communications
35.0K views | +9 today
Follow
Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
Your new post is loading...
Your new post is loading...
Scooped by Russ Merz, Ph.D.
Scoop.it!

Infographic: 14 Statistics to Justify Content Marketing - Marketing Technology Blog

Infographic: 14 Statistics to Justify Content Marketing - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

We often work with folks that have trouble understanding the benefits of content marketing. They may be advertising on traditional media or be driving sales with a fantastic outbound team. While we’re not in any way against that, the investment is quite different. With advertising, the audience is owned by someone else and you’re paying a premium to access that audience. You’re not the authority or trusted source, they are. And with outbound sales, your expense is proportional to the volume of sales you’d like. More sales requires more people (or more expensive people).

 

Content marketing is very much like any financial investment you’d make. Each piece of content or interaction is stock purchased for your future. As you grow your content marketing, the investment grows. Each month, you have more and more content working on your behalf to build trust, authority and your own audience or community. After a while, the community itself begins to work in your favor driving even more sales.

 

Justifying a long term investment requires some solid stats, though, and Smart Insights has accomplished just that. Download their guide and template to making the business case for investment in digital marketing for a more quantitative approach – and how to win the emotional arguments, too. Here are some supporting stats they’ve put together:

 

Russ Merz, Ph.D.'s insight:

Useful #stats about the reasons for investing in #contentmarketing activities. Covers consumer opinions, marketer opinions, success indicators, and spending levels.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

How to build a global passion brand: Insights from the 2013 Social@...

Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing. 

Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority. 

Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy.

 

Russ Merz, Ph.D.'s insight:

A recent study by Ogilvy that documents the role of #emotion and #passion in building #brand #advocacy.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

16 Thoughts On Successful Content Marketing Efforts [Infographic]

16 Thoughts On Successful Content Marketing Efforts [Infographic] | Integrated Brand Communications | Scoop.it

In order to truly connect with your following through your content marketing efforts, you need to understand at least these 16 different important factors.

 

When big companies and brands plan their content marketing efforts, they usually take several months to decide exactly what they are going to do. However, sometimes all you need is an honest connection with the following you have built throughout the existence of your brand in order to pull off a successful marketing campaign. It also never hurts to spend some time thinking about what should be incorporated into your marketing efforts before you start.

 

I think it’s safe to say that anything that connects with your following emotionally is where you might put your most successful marketing efforts. I have personally seen that over and over again on pretty much all the popular social networking services. It doesn’t really matter if it is a video, a picture, or a simple quote – you will always get engagement if you connect with your following on an emotional level.

 
Russ Merz, Ph.D.'s insight:

Useful ideas about increasing the effectiveness of #contentmarketing efforts.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

MediaPost Publications Study Ranks Brands' 'Human' Quotient 09/27/2013

MediaPost Publications Study Ranks Brands' 'Human' Quotient 09/27/2013 | Integrated Brand Communications | Scoop.it

"Engaging" with socially-empowered consumers is no longer enough: To survive and thrive, companies and brands now have to be "human." 


That's the premise of a new report from Lippincott and Hill Holliday, based on an analysis of Lippincott's BrandView consumer survey data for more than 1,000 global brands. 

 

The report identifies which brands in several industries act most "human," based on the characteristics of authenticity, empathy and vitality. 

 

The report posits that as a result of social media and other technology, the democratization of information and "the ascendant power of the individual," we've moved away from traditional societal beliefs and values characterized by respect for authority, stature and a perception that big businesses were always the economic leaders.

 

Russ Merz, Ph.D.'s insight:

A recent study by Lippincott and Hill Holiday unveils their new "Human Era Index" used to rank #brands with respect to their "human" traits.   

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Content Marketing World 2013: Eight Takeaways for Marketers

Content Marketing World 2013: Eight Takeaways for Marketers | Integrated Brand Communications | Scoop.it

Content Marketing World 2013 brought more than 1,700 marketing professionals to Cleveland, OH, to discuss the future of marketing. Between featuring Jay Baer at the beginning and actor William Shatner as closing keynote, CMW was packed with insights, interactions, and (as one might expect) great content. Here are my key takeaways from this incredibly worthwhile event.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Research shows consumers secretly lie about what's most important to them and brands they like

Research shows consumers secretly lie about what's most important to them and brands they like | Integrated Brand Communications | Scoop.it

It’s not uncommon for people to share their favorite books, movies and recipes online. Heck, people will even mention specific brands they like…or don’t. With all of the user behavior and demographic information available online, people still don’t feel like marketers understand them. New research shows that fault may not lie solely on the shoulders of marketers.


New research from Y&R says that consumers have “fluid” identities and they see themselves as part of many seemingly disparate groups. Even though consumers may say they have a certain view, many feel the exact opposite of what they report.

 “What people tell us and what they really feel are often two very different things,” says David Sable, Y&R Global CEO. “Marketers have known that instinctively — and it explains why some campaigns that seemed so on the mark felt flat in the marketplace. Our research gives us the ability to dig deeper and get a fuller, truer picture.” 
Russ Merz, Ph.D.'s insight:

Research from Y&R suggests that #brand "likes" and preferences are moving targets.

more...
Tom cockburn's curator insight, September 24, 2013 3:52 PM

We can never take things at 'face value' in the era of socio-digital personal branding technologies

Scooped by Russ Merz, Ph.D.
Scoop.it!

E-Commerce Reality: Performance Falls Below Expectations [Infographic] - The Official Rackspace Blog

E-Commerce Reality: Performance Falls Below Expectations [Infographic] - The Official Rackspace Blog | Integrated Brand Communications | Scoop.it

Have you ever changed your mind about seeing a movie because the line outside the theater was too long? Have you ever decided to go to a different restaurant after the host estimated a 40-minute wait for a table? If so, you’ve done exactly what web surfers do in large numbers every time they hit a slow website.

 

 

In the physical world, it’s difficult to design a movie theater so that it makes sense, economically speaking, for the premiere of Spiderman 5 as well as for a quiet Monday afternoon. But on the web, this is a problem that can be solved and that some of the best in the business are actively solving right now.

 

Thankfully, a small yet growing number of e-commerce owners are realizing that performance is a top priority and that it requires both speed and capacity. We see it every day at loadimpact.combecause e-commerce sites are well represented among our clients. We also see it in the data we compiled for our latest State of Web Readiness report - which includes data from over 5,000 load tests and the survey responses of roughly 500 website owners.

 

In fact, about 30 percent of survey respondents claim to have no stability or performance problems, while about 30 percent of respondents also said they regularly do preventive load testing before technical changes. Coincidence? Probably not.

Russ Merz, Ph.D.'s insight:

A good summary of gaps in #website performance vs. customer expectations and what to do about it. #Ecommerce

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Retail Giant Tesco Follows In Amazon’s Footsteps With Hudl, A Cut-Price, Own-Brand Android Tablet | TechCrunch

Retail Giant Tesco Follows In Amazon’s Footsteps With Hudl, A Cut-Price, Own-Brand Android Tablet | TechCrunch | Integrated Brand Communications | Scoop.it
Tesco, the UK-based retail giant with 20 million customers in 12 countries across Europe and Asia, today took its biggest step yet into digital commerce and content: the company launched Hudl, an own-brand, seven-inch-screened Android (Jellybean)...
Russ Merz, Ph.D.'s insight:

Have #tablets become commodities? The emerging growth of the "private labeled" tablet market suggests that they are.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

JetBlue - Air on the Side of Humanity :60 The Newest Marketing Buzzword? Human.

Tired of flying with crowded spaces, limited snacks and little attention? So is this frequent flier. Watch his story. 

 

See the following AdAge article for more examples.

 

http://adage.com/article/cmo-strategy/brands-behave-humans/244261/

 

More than ever, brands are trying to behave like people.

 

Jetblue this week announced the launch of a new campaign called "Air on the Side of Humanity" which focuses on the qualities that make them a carrier that cares about people. TD Bank and Liberty Mutual too, are trying to distance themselves from being seen as institutions, and have devoted more airtime to campaigns that tout being "human" as part of their brand platforms. To drive home the message, insurer Liberty Mutual goes so far as to use a cover of the song "Human" by the band Human League in the ads.

 

Even agencies are jumping on the bandwagon, as evidenced by the launch this week of an agency called "Humanaut." The shop -- where the chief creative officer is a former CP&B staffer and the lead advisor and investor is on-again-off-again adman Alex Bogusky -- says its platform is about exploring how "brands and technology collide with humans."

 

It all comes as part of a movement on behalf of many brands to be seen not big corporate behemoths, but as companies that value their customers as individuals rather than cogs. While buzzwords like "engagement" and "social" have been popular, now the latest trend for brands is to be simply be human.

Russ Merz, Ph.D.'s insight:

#Brands trying to put on a human face...is it effective?

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Brands, It's Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward

Brands, It's Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward | Integrated Brand Communications | Scoop.it

In the latest in his series on neuroscience and marketing, Douglas Van Praet argues that humans are driven by movement and memory, and the best brands think beyond grabbing eyeballs and focus on creating experiences.

 

Despite our continued homage to the almighty 30-second spot and the much heralded promise of the virtual and digital realm, as Marvin Gaye sang in his 1968 hit “Ain’t nothing like the real thing.”

 

The greatest irony in advertising is that despite continued heavy media investments, branding doesn’t simply occur by staring at the TV or surfing the web. It happens best in the tangible interactions of authentic human experiences.

Russ Merz, Ph.D.'s insight:

Memorability is the essence of an engaging customer experience (#CX). 


Brands are expectations of outcomes based on memories--heuristics or mental shortcuts to easier choices and better lives. Behavioral economist Daniel Kahneman indicates, when it comes to making decisions it is the “remembering self” that decides, not the “experiencing self.” How we feel largely depends upon our memory, not what actually happened.

more...
Emily Zhang's comment, September 26, 2013 5:19 AM
I agree with the article. Brand does not easily occur by seeing from the TV or anywhere. Despite companies continue a huge media investment but customer will best trust in the tangible interactions of authentic human experiences.
Wenzi Liu's comment, September 26, 2013 6:59 AM
I agree with the point of this article. Tangible human experience is important for branding. Customers retention happens when consumers have positve experience with the brand.
Cen Xun's curator insight, September 26, 2013 8:35 PM

This article is talk about the brands expand, it is not only through media, such as TV and Facebook, it also expand through human daily experience. People involve more physical action to feel a new thing that just viewing it, and it can bring deep impression of the products in customer’s brain. And behavior change often precedes changes in attitudes and feelings.

 

So to create an effective branding this article gave use a 7-steps process:

1)    Interrupt the Pattern 
2) Create Comfort 
3) Lead the Imagination 
4) Shift the Feeling
5) Satisfy the Critical Mind 
6) Change the Associations 
7) Take Action

And it give us a good example about Redbull, they ignore to use traditional TV advertisement  to expand their brands, but give a free case to the college student which to join a party, and they do not told them how good this drink, just ask them feel it, and they also sponsor some extreme sports, which clearly to told the customer the spirits of our branding. Those action bring a deep impression of Redbull is a good energy drink to every people, and it becomes the most famous energy drink brand in the world.

Scooped by Russ Merz, Ph.D.
Scoop.it!

3 Social Media Tools to Identify Influential Bloggers - Business 2 Community

3 Social Media Tools to Identify Influential Bloggers - Business 2 Community | Integrated Brand Communications | Scoop.it

Who would have known that the popularity of blogs would grow to reach such mammoth levels.

 

Social media has revolutionized the way we communicate, share and interact and this has provided the platforms and the marketing networks for bloggers to achieve global reach and influence.

 

Blogs such as Huffington Post, Mashable and Gawker now rank in the top 1,000 websites in the world.

 

This publishing revolution has in turn led to the increase in the popularity of “Blogger Outreach” programs. While the online community remains divided upon their opinions about this new age marketing strategy (some calling it a PR gimmick), others maintain that it is merely a symbiotic channel to further strengthen the relationships.

 

So what is the best approach for blogger outreach?



Russ Merz, Ph.D.'s insight:

Useful tools to help #brands identify influential #bloggers.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Marketing models that have stood the test of time - Smart Insights Digital Marketing Advice

Marketing models that have stood the test of time - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it

You may have noticed we’re fans of using practical models as tools to support marketing strategy development? We believe a clear, simple model gives us a framework to assess how we’re doing things now compared to our competitors and plan growth strategies for the future. They’re also great for communicating the purpose and reason behind a strategy your pursuing.

 

I think most would agree that models are useful “Mind Tools” to structure thinking and communicate a strategy, but there’s a problem – too many models and some are academic rather than of practical application in the “real world”. So many marketing models have been developed over the years, that it can be overwhelming to know what to use and when… I was talking to Annmarie Hanlon about the power and challenge of using planning models and we decided it would be good to collaborate to create a free guide where we picked and explained the most useful, practical models for students and professionals alike to share.

Russ Merz, Ph.D.'s insight:

If you need a refresher on #marketing #planning models, or a brief reference compendium see this article by Dave Chaffey.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Wanna Get on the Vine Bandwagon? 12 Brands That are Doing it Right!

Wanna Get on the Vine Bandwagon? 12 Brands That are Doing it Right! | Integrated Brand Communications | Scoop.it

Engage customers through social media is no easy task, especially with so many platforms competing to capture the short attention span of consumers. While Facebook, Twitter, Instagram, and Tumblr might get most of the attention, there are plenty of other outlets that can help make your brand stand out and generate buzz.

 

One example is Twitter’s six-second video publishing platform Vine, which was debuted on January 24, 2013 and has already become the most used video-sharing application in the market. And, with applications for both the iPhone and Android, experts expect the platform to continue growing.

 

But what makes Vine so appealing for brands? The videos aren’t just visually appealing and to the point, the stop motion action is just absolutely mesmerizing. Seriously. You can get lost on Vine for hours. This platform offers brands a revolutionary way to directly connect with their consumers.

 

Vine is one the verge of becoming a mainstream format, Dunkin’ Donuts for example unveiled the first TV spot completely using Vine on Monday Night Football. Now is the time to jump on board. If you want some inspiration, check out what these 12 brands have been doing.

 

Russ Merz, Ph.D.'s insight:

The #Vine bandwagon is picking up steam, here are 12 examples of how #brands are innovating in their use of this #microvideo format.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

SEO Strategies Every Company Needs to Master [Infographics]

SEO Strategies Every Company Needs to Master [Infographics] | Integrated Brand Communications | Scoop.it

No recipe exists for creating a search engine optimization (SEO) strategy that will perfectly suit everyone's business. However, most recipes will feature similar ingredients. So, take the best elements of the various recipes and come up with the best plan for your own customers' taste and liking.

 

An infographic by GoBeyond SEO provides one type of plan for developing an SEO strategy. It features seven steps.

 

The first step is to begin with the end in mind. Ask yourself the purpose for your SEO. You won't know whether your SEO goals are achieved if you don't even know what they are.

 

Next, be sure to use keywords that your customers type when they search for what your company provides or for how they refer to your company. Take time to research the topics that your customers and would-be clients are discussing.



Russ Merz, Ph.D.'s insight:

A useful summary of seven steps for developing an effective #SEO #brand strategy.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

20 Examples of Epic Content Marketing by Joe Pulizzi

HOW TO TELL A DIFFERENT STORY, BREAK THROUGH THE CLUTTER, AND WIN MORE CUSTOMERS BY MARKETING LESS. Here are twenty great examples of Epic Content Marketing, wh
Russ Merz, Ph.D.'s insight:

Great examples of #brand #journalism and #storytelling.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Visual Content: Which Brands Are Showing Marketers How It’s Done? - Business 2 Community

Visual Content: Which Brands Are Showing Marketers How It’s Done? - Business 2 Community | Integrated Brand Communications | Scoop.it

Looking for help with your biggest content marketing challenges? We’ve invited some of the experts who spoke at this year’s Content Marketing World to share what they’ve learned from their experience in the industry.

Two weeks ago, our panel of sharp content marketing minds talked about what it takes to make content engaging, useful, and easily accessible

 

on mobile devices. But today, we are diving a bit deeper into the engagement pool to explore one of content marketing’s most powerful assets: visual content media, including photos, videos, infographics, and other storytelling devices that connect with consumers by grabbing their “eyeshare.”

 

Let’s take a look at our CMW speakers’ responses to the question, “What qualities do you think are most important for brands that want to stand out on the latest visual content marketing platforms? What brands do you think are “killing it” when it comes to creating engaging visual content?”



Russ Merz, Ph.D.'s insight:

Perspectives about the most important qualities of #visualcontent from 13 experts at the Content Marketing World conference. The article concludes with 5 tips to consider if planning to use visual content.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Infographic: Mobile, shipping options and flexible returns drive brand loyalty
 in APac online shoppers

Infographic: Mobile, shipping options and flexible returns drive brand loyalty
 in APac online shoppers | Integrated Brand Communications | Scoop.it

A survey into online shopping preferences in Asia Pacific has revealed that brand loyalty can be driven by choice, convenience and flexible returns policies.

 

Internet measurement company ComScore and logistics firm UPS have released the ‘UPS Pulse of the Online Shopper: A Customer Experience Study’ for Asia and Australia which investigated consumer insights into mobile technologies and elements of the online shopping experience that drive brand preference.

 

With 650 million internet users, Asia has the world’s largest online population. Demographically, more than half of Asia’s internet population is younger than 35 years old. According to recent studies, these consumers are driving ecommerce growth in the Asia Pacific region and outpacing the rest of the world.

 

However, overall satisfaction in Asia with respect to online shopping ranks the lowest globally. Only half of Asian shoppers are satisfied, compared to 83% in the US and 78% in Europe. Shoppers have particularly low satisfaction around the ability to choose delivery dates and times, to collect purchased goods at a convenient retail location, and exchange or returns policies.

more...
Mertens Marketing's curator insight, September 30, 2013 1:48 PM

Plattformen

Auswahl

Convenience

Retouren und Garantie-Politik

 

Allerdings hat Asien und Australien tendenziell mit einer schlechten Zufriedenheit zu kämpfen. Nur 50% sind hier mit dem Online Shopping zufrieden (USA: 83%, EU: 78%). Mit ordentlichen Services als "Basics" lässt sich hier also noch ein Vorteil erzielen. In zufriedenen Märkten muss schon etwas mehr kommen, um sich vom Wettbewerb zu unterscheiden.

Scooped by Russ Merz, Ph.D.
Scoop.it!

5 Lessons On Influencer Marketing And Brand Transparency

5 Lessons On Influencer Marketing And Brand Transparency | Integrated Brand Communications | Scoop.it

There are some marketing pros out there who think that influencer marketing is a game-changer. Social media has leveled the playing field so that it’s not just the Lady Gagas and Justin Biebers of the world that can influence a gaggle of girls to buy a new perfume – now everyone has the potential to become an influencer in his or her own career. Consumers trust their friends, family and advocates far more than they trust banner and TV ads, and they’re more likely to make a purchase because of a recommendation than a billboard.

 

As a brand champion for talent, I think it’s important to understand how influencer marketing is reshaping the way businesses market and sell their products and create brand ambassadors, so I recently sat down with three respected authorities in the field of influencer marketing.  We talked about the state of influencer marketing today, the impact that greater transparencyhas on the marketplace, and the increasing role that more transparent influencer platforms and tools will play for leaders.

Russ Merz, Ph.D.'s insight:

A good discussion of the state of #influencer marketing, the impact of transparency on the marketplace, and future role of influence for #brands.

more...
Aviral Kochhar's curator insight, September 26, 2013 10:05 AM

This Article I have chosen is quite effective and relevant to our studies of marketing because marketing and brand transparency is quite important in today’s world. Social media has levelled the playing field so that its just not Laday Gaga’s and justin Biebers of the wold that can influenced a gaggles of girls to buy a new perfume. Social media also plays an important role in today’s marketing as its one of the major platforms which companies use to market their product. Very well said in the article that as a brand champion for a talent, I think its important to understand how influencer marketing is refreshing the way business markets and sell their products and creates brand ambassadors. I quite agree with the points mentioned in the artile as they relate to the marketing fields we have covered in our lectures.

Hendy Han's comment, September 26, 2013 5:08 PM
Great find Aviral, this article is really necessary for today company. It is extremeley important to be as transparent as possible.
Jaklin Issaeva's comment, September 26, 2013 8:15 PM
What i liked about this article is that it really puts emphasis on how the social and digital media has become to dominant communication channel, but it gives everyone (consumers, potential buyers) the opportunity to be the influencer, as positive word of mouth is one of the strongest ways to engage with a person on a personal level. someone's opinion is so much more worthy than any advertisement seen on tv because of their "own" experience with the brand. could be either positive or negative. I feel that this article has done a great job in illustrating these points and is relevant to the IMC concept because influencer marketing requires transparency in order to be successful.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Brands Are Discovering Crowdfunding as a Marketing Tool

Brands Are Discovering Crowdfunding as a Marketing Tool | Integrated Brand Communications | Scoop.it

Since launching in 2008, crowdfunding platform Indiegogo has become known as the provenance of creative types, scrappy startups and charitable campaigns. But now, big brands are seizing on it as a way to align themselves with popular causes.

 

DC Entertainment’s We Can Be Heroes campaign raised more than $150,000 to tackle hunger in the Horn of Africa by enticing donors with perks like collector’s edition comic books or a meet-and-greet at San Diego’s Comic-Con. Save the Drive-In, a campaign supported by Honda, is raising money to help sustain the dwindling number of drive-in movie theaters.

 

Supporting innovation has been another popular theme. Philips recently used Indiegogo to launch a competition in which entrepreneurs battle to raise money for their product ideas. Campaigns that reach a certain level of their funding goals will be eligible for a $60,000 grand prize from Philips. In a less-competitive example, Domino’s Powered by Pizzainitiative has supported such Indiegogo campaigns as a tech incubator and a comic book series that promotes literacy, offering gift cards to donors.

Russ Merz, Ph.D.'s insight:

Co-branding with causes to raise money via #crowdsourcing builds engagement with #brands.

more...
VisionFunder's curator insight, March 31, 3:08 AM

Co-branding with causes to raise money via #crowdsourcing builds engagement with #brands.

VisionFunder's curator insight, March 31, 3:14 AM

Co-branding with causes to raise money via #crowdsourcing builds engagement with #brands.

Scooped by Russ Merz, Ph.D.
Scoop.it!

9 brands prove vulnerability is good for business

9 brands prove vulnerability is good for business | Integrated Brand Communications | Scoop.it

New media channels – digital, social media and mobile – change marketing from a monologue to a conversation. So, in the spirit of a dialogue, shouldn’t brands say, “I’m sorry,”  when they make a mistake?

Some do and even turn a misstep to an advantage when they:

Admit the mistake fastRespond with honestlySay what is going to be fixed

Here’s how 9 brands proved vulnerability is good for business.

Russ Merz, Ph.D.'s insight:

Humility trumps hubris for #brands.

more...
Hendy Han's comment, September 26, 2013 5:09 PM
Nice Aviral. I found this article really helpful, especially to recover from a negative business occasion. As customers are getting more accessibility in a much easier way, being vulnerable at certain timing can be really effective.
Jaklin Issaeva's comment, September 26, 2013 8:06 PM
I agree with Aviral, I found this article really insightful because it shows that all business have venerabilities and some even make mistakes, the article gives great tips such as; admit the mistake fast, respond with honesty as well as say what is going to be fixed " a promise" of some sort. In such a competitive market, mistakes are going to be made, its how businesses deal with those mistakes that really counts.
Melika Trott's comment, September 27, 2013 12:12 AM
This is an interesting perspective. Where business we previously going with the 'never admit you're wrong' tactic, a new mentality is taking hold. Customers are much more likely to like and trust a company if they can see the human side to it, the side that makes mistakes just like the rest of us. I certainly makes the company seem much more reliable and approachable.
Scooped by Russ Merz, Ph.D.
Scoop.it!

How Branded Content Can Make An Emotional Connection - Business 2 Community

How Branded Content Can Make An Emotional Connection - Business 2 Community | Integrated Brand Communications | Scoop.it

The emotion that a brand evokes in someone — or more importantly, in a specific group of people — has a big impact on a company’s success or failure. Emotions play a huge role in how consumers act and react. Emotions drive decisions, prompt actions, and change mind-sets, leading to strong loyalty and a deep personal connection with a given brand that can extend beyond its rational attributes.


These emotional connections are more psychological than logical, and are usually subconscious feelings. Brands that develop distinct personas in people’s minds project an image that people want to buy into. Someone may buy a product because it makes them feel smart, affluent, or sophisticated (e.g., “I’m really stylish and have good taste because I wear these shoes.“) Generally, people buy products that are consistent with their positive, or aspirational, image of themselves.


One of the best-known books about the importance of emotional connections between consumers and brands is Lovemarks — The Future Beyond Brands. Written in 2004 by Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, the book tells the evolutionary story of how products, trademarks, and brands become “Lovemarks.” In this groundbreaking book, Roberts said that by building respect and inspiring love, businesses can move the world. When brands — and branded content, by extension — make strong emotional connections with consumers, the feeling goes beyond brand loyalty and leaves an indelible mark that cannot be replaced. 

Russ Merz, Ph.D.'s insight:

This article does a good job of describing the importance of #brands making #emotional connections with customers. It contains two examples (with videos) of branded content inspirations from J. Crew and LUNA Bar, and provides three "must-dos" to start bonding authentically with target markets.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

10 Brands That Do Social Media Really Well

10 Brands That Do Social Media Really Well | Integrated Brand Communications | Scoop.it

Social media has become one of the most popular trends today. Both teens and adults flock to social platforms to stay social and connected. Fortune 500 companies and small businesses reap the benefits of social media while connecting with millions of engaged and potential customers.

 

Yet, not all social brands are created equal. While some brands master social media, others are slower to get in the game. Here’s a look at ten brands that do social media really well.

 

 

Russ Merz, Ph.D.'s insight:

Ten examples of compelling #socialmedia efforts by well known #brands.

more...
Wenzi Liu's comment, September 26, 2013 6:27 AM
As social media became more and more popular among consumers, it is a good way for companies to communicate with their customers. Companies that uses social media effectively creates customers loyalty because this allows the brand to communicate with their consumers about the benefits that it brings to them and also allowed brands to understand more about the wants and needs of their potential customers.
Cen Xun's curator insight, September 26, 2013 8:14 PM

Those brands are all very familiar for the people, and the most interesting thing is ,I know the last one Jetsetter all through the social media, I was planned a travel to Aus and my friend on Facebook told me about this website.

Not only new brand need the social media to expand them, some big and famous brand also need social media to communicate with customer, this article is talk about 10 famous brand which is also use social media as well.

One of the secrets that those brands gain many fans on social media is always share their news and discount information on their Face book and Twitters, new products and discount coming are all shared trough social media with people as soon as possible , its not makes the customer aot new information quickly, also expand the new product quickly.

 

 

Only the Best's curator insight, May 11, 2014 9:15 PM

One sale to a customer who likes you through social media sites will potentially influence many others to buy from the same firm.

Scooped by Russ Merz, Ph.D.
Scoop.it!

The 6 Principles of Epic Content Marketing

The 6 Principles of Epic Content Marketing | Integrated Brand Communications | Scoop.it

My latest book, Epic Content Marketing, is launching this week. Naturally, the title has prompted many a marketer to ask me, “What, exactly, does epic content marketing entail?”

 

To start, you need to be honest about the content you have. Most likely, your organization has plenty of feature- and benefit-related content — truly, the majority of brands have become quite adept at talking about themselves. We clearly don’t need more of that kind of content, especially when that type of information is only useful for a very small part of a buyer’s journey. What brands lack are stories that engage their customers — and drive customers and prospects to take a desired action. 

 

Below, I’ll review the six key principles of epic content marketing in more detail. But before I do, let me remind everyone that the ultimate goal of our content marketing efforts is to “move” the customer in some way. We need to positively affect them, engage them, and do whatever is necessary to play a useful role in their lives and their conversations.

 
Russ Merz, Ph.D.'s insight:

Joe Pulizzi's useful #Contentmarketing guidelines or principles for #brand managers.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

8 Ideas for Fundraising with Social Media - Smart Insights Digital Marketing Advice

8 Ideas for Fundraising with Social Media - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it

Involve Your Pets - A Strategy For Successful Content And Social Media Fundraising 

 

Clever fundraising ideas for charity giving are a must these days, when people are rather jaded from years of the same old coffee mornings and bake sales. If you’re after inspiration for something a little different, that might attract new fundraisers to your event, why not lead with the new trend – pet participation.

 

Content is key for any campaign and fundraising event, and a strong marketing strategy should contain priority content areas to promote. Cancer Research UK’s fundraising Best Paw Forward campaign in 2013 is a great example of this and could give you the inspiration you need to run a pet-focused fundraiser of your own and help charities with donations.

Russ Merz, Ph.D.'s insight:

Have a cute dog? Here are 8 smart ideas for how your pet can help in charity #fundraising events.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Do Music Celebrity Endorsements Really Help Brands? - hypebot

Do Music Celebrity Endorsements Really Help Brands? - hypebot | Integrated Brand Communications | Scoop.it

By Liv Buli (@lbuli), Resident Data Journalist for music analytics company Next Big Sound. 

Brands are getting social with a soundtrack.

 

Building an online community has increasingly become a key focus for brands, in tandem with the world of social media growing in importance. These platforms are a veritable goldmine of opportunity for brands from L’Oreal to Lego, Dominos to Dell in reaching and establishing loyalty with consumers. Digital strategies vary from brand to brand, even from campaign to campaign within a brand, as marketers are looking to find the key to building their social reputation and presence. But how does music move the needle in all this?

 

Music has long been a factor in brand marketing, with celebrity endorsements and associations viewed as a mutually beneficial relationship. The formula is simple - we pay you money, you make your fans want to consume our product. Now major brands like American Express hosts sponsored live-streamed concerts, Diet Coke shares a behind-the-scenes of Taylor Swift’s commercial shoot on YouTube, Blackberry brings Alicia Keys on board as their global creative director. Measuring the impact this has for the brand is notoriously difficult, but looking at the social impact these partnerships have on the brand, the numbers indicate that brands do indeed benefit from these partnerships, in that their social reach increases.

Russ Merz, Ph.D.'s insight:

How well does the association or co-branding with #celebrities aid #brand attention getting, and is it sustainable? This article makes the case in favor of endorsements as tools for gaining brand exposure and reach.

more...
No comment yet.