Without emotional response from the consumers, the ad campaign will not be effective and thus not succeed to get the message across. To build emotional response to a brand the message should be simple, close to home, memorable and be relevant to the consumers. Consumers are not easily fooled by the messages if they know it is fake and does not convey the intended message. We build customer loyalty to a brand if we know they are credible and therefore have an emotional connection with them.
Branding is important as it differentiates yourself from competitors. It is important as it gives you a memorable association to consumers. “Link your business either an experience, design, logo, slogan, tagline, or colour” This allows your brand to be more identifiable and memorable to consumers and therefore be on the evoked set (top of their mind). A few examples are Nike’s tick symbol and their tagline “Just do it”, the ‘M’ are of McDonalds and their tagline “I’m lovin’ it” and the 3 stripes of Adidas and their tagline “Impossible is nothing”. We get to identify these brands easily because they have a memorable symbol and tagline and these are easily identifiable because they have made it relevant to their own brand and unique. They do this through the repetition of advertisements to create awareness of the brands to be more identifiable and recognizable to the consumers. This then transfers the message to other consumers therefore growing their brand awareness. The use of branding is powerful and it creates a feeling of familiarity as it helps potential customers to remember the brand itself.
"A large part of the customer base of a company is comprised of usual customers who have a high purchase ratio spread over the time. These customers are the main source behind the consumer spending budget, any firm decides upon. With the advent of social media and increased social connectivity, customer loyalty has become the prime focus of every organization.
New customers may indeed be an important segment for companies. Lately, marketers have been placing more importance on trying to sustain their existing customer base by revising the definition and importance of customer service. How? By investing more time and money on CRM(customer relationship management) systems and focusing on the communication skills of their employees.
Image Courtesy: jdapos.com
Why so much effort is being placed upon customer loyalty? It is because of the increased hype and usage of social media sites. The whole concept of word-of-mouth marketing has started making more sense, making it more valuable than ever. We propose five ways that will help you boost your customer loyalty."
To build customer loyalty, the brands need to able to communicate with its customers well. Therefore they need to implement time and money on Customer Relationship Management (CRM). In the article it discusses 5 different ways to build a brands customer loyalty which is: choosing the right team, adapt a customer orientated approach, know that the increase of sales do not necessarily mean the business is building customer loyalty, also appreciating customers compliments and complaints, and measuring the performance of the sales. The more the consumer purchases the brand, the more loyal the consumer will be towards the brand.
Instagram helps brands fuse social, mobile marketing
SUMMARY: Brands such as Grey Goose and Taco Bell are turning to Instagram to drive consumer engagement and fuse their mobile and social media marketing efforts, experts say. The image-sharing site is easy for brands to get started with, and potentially allows them to make contact with customers while they're actually out on shopping trips.
Abby Sy Roldan's insight:
"Social marketing is moving quickly toward an image-heavy focus." With this statement, social media has been vastly growing and people nowadays are relying on this to communicate and brands to communicate its message to its consumers. Instagram is a social media tool which is used by millions around the world so therefore brands can use it to its advantage to reach its consumers and gain new customers.
Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.
Abby Sy Roldan's insight:
‘A picture paints a thousand words’. This saying is true in regards to engaging with consumers as a picture can be interpreted in many ways, allowing consumers to think about what the message lies within. The use of social media platforms based on visual content such as Instagram, Vine, Pinterest and Youtube have grown brands significantly. In a way, they can engage, communicate and reach their customers and to gain new customers. Brands will continue to use these social media platforms to their advantage. It allows consumers to engage with brands effectively.
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Abby Sy Roldan's insight:
This article talks about how to start up planning a marketing communications for any type of business. It all depends on the programs’ objectives. Objectives must be SMART – simple, measureable, achievable and timely. In this case, the simpler the objective, the more easily it will be to achieve. Measurable – it is then formed into a question to be answered, to figure if the objective is measurable itself, for example “How much?” “How many?” “How will I know when it is accomplished?”. Therefore the objective needs to be able to measure the progress. Achievable as the objective needs to meet the objectives. Realistic as the objective must be both willing and able to work. And timely as it needs to achieved at a specific time frame. The SMART objectives do determine how to evaluate and measure the program’s success. Well-developed objectives meeting these SMART requirements allows the business to succeed in their marketing communications program.
Hell Pizza has caused offence with one of its advertising campaigns again, but numerous complaints about a Hamilton billboard have not been upheld by the Advertising Standards Authority
Abby Sy Roldan's insight:
This article is related to the concept in class about how attitudes towards a brand's advertising campaign can change their behaviour towards the brand. How to communicate to consumers The brands message triggers an emotional response of consumers and it really depends on how consumers behave. A brands message is perceived differently to different people. In this article, Hell's pizza is trying to create awareness of it's limited time offer of hot cross buns by using christianity influence and mockery in a way to get its message across. Consumers, especially customers of the Hell's Pizza brand emotionally responded to the advertisement in a negative way. This eventually made Hell's Pizza lose a few customers. However, is the negative attitude strong enough to change their behavior to keep buying the brand? It all depends on how loyal they are to the brand. Even though these disputes, people still bought pizza from Hell's, in regards with the negative attitudes formed, they still remain to buy Hell's because of the other attributes such as the quality of the pizzas and the price.
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