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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | Integrated Marketing Communications | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.

Sarah Johnston's insight:

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."

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Duncan Robertson's comment, September 25, 2013 11:31 PM
Mobile technology is rising every day and more people are starting to use smart phones. With companies using direct marketing through social media websites makes it easier for consumers to go through their smart phone and see. QR codes are starting to be quite big even with online shopping insome instance. It just shows that mobile technology is arising and direct marketing needs to hit that part of the market in order for great success!
Daryl Peterson's comment, September 26, 2013 3:15 AM
Very well written curation Manasi. This article relates to the the real world and is relevant in how technology is slowly taking over the world. Marketers who use to send out flyers in the mail or ads over tv and radio now use social media sites. It is an effective tool to use as its quick and efficient for both marketers and consumers as it saves time. This also allows marketers to interact with consumers by using instagram to show not yet released products, tweets to set trending topics to catch consumers attention and faceboook which is the most used social media site to get their message across to a wider target audience. Thies allows marketers to engage with consumers and increase both their brand image and recognotion within the market.
Gregory Farr's comment, September 26, 2013 6:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
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Not Just QR Codes: 4 Ways to Fine-tune the Direct Mail-Mobile Marketing Tandem - Business 2 Community

Not Just QR Codes: 4 Ways to Fine-tune the Direct Mail-Mobile Marketing Tandem - Business 2 Community | Integrated Marketing Communications | Scoop.it
Not Just QR Codes: 4 Ways to Fine-tune the Direct Mail-Mobile Marketing Tandem
Business 2 Community
QR codes didn't single-handedly save direct mail campaigns, and they certainly won't singlehandedly save yours.

Via Paulo Gervasio
Sarah Johnston's insight:

QR or "Quick Response" codes can generally be found on print advertising. Scan one with your smartphone, and your automatically taken wherever the code wants you to go i.e. a webpage with information, deals etc. As for myself, I knew what these little barcode pictures were for, but have never used them.. I can see how they would be beneficial though - instead of thinking "Oh yeah I guess I look that up later" (Which you could forget!), you can scan the code then and there and get an instant - or 'quick' - response, encouraging a consumer to act. 
After reading some of the other comments/insight I would also like highlight the fact that 1. there should be information near the QR code itself about what it is actually going to lead you to - some can be hesitant of scanning if they're unsure of the destination and 2. There are so many consumers out there who will ignore the codes completely because they have no idea what they are! Marketers need to work on making sure more consumers know for maximum usage.

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Anna Shen's comment, September 26, 2013 10:56 AM
Hey Vic, an interesting read as I have seen QR codes before but was unsure of what it does. QR codes are innovated communication that I feel need more information in how this work, because with no information, the businesses are unable to connect with the customers thus lose communication. In example of my experience is I would see a lot of these QR codes in fashion magazines, but never thought it would link me to where the product is from. This shows that technology has rapidly changed where marketers can benefit from this now.
Enele Westerlund's comment, September 26, 2013 8:10 PM
Jenny, good article to read. QR codes definitely play along with the shift in consumerism as it is something technology seems to be moving towards (maybe). It could cause a good sense of curiosity and create a consumer engagement. It needs to be undertaken carefully as marketers need to let consumers know how to use a QR code. I agree with your insights where people are always avoiding being advertised to (circumstantial) so marketing methods such as QR codes can be a positive thing.
Wenjing Zheng's comment, September 26, 2013 9:47 PM
interesting article to read and i am agree with your opinion.QR codes make consumer connect to company more quickly, but personally , i don't use QR code, as i am not sure about what it does. i think it should provide more information about how to used it, and what it does
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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | Integrated Marketing Communications | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.

Sarah Johnston's insight:

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."

more...
Duncan Robertson's comment, September 25, 2013 11:31 PM
Mobile technology is rising every day and more people are starting to use smart phones. With companies using direct marketing through social media websites makes it easier for consumers to go through their smart phone and see. QR codes are starting to be quite big even with online shopping insome instance. It just shows that mobile technology is arising and direct marketing needs to hit that part of the market in order for great success!
Daryl Peterson's comment, September 26, 2013 3:15 AM
Very well written curation Manasi. This article relates to the the real world and is relevant in how technology is slowly taking over the world. Marketers who use to send out flyers in the mail or ads over tv and radio now use social media sites. It is an effective tool to use as its quick and efficient for both marketers and consumers as it saves time. This also allows marketers to interact with consumers by using instagram to show not yet released products, tweets to set trending topics to catch consumers attention and faceboook which is the most used social media site to get their message across to a wider target audience. Thies allows marketers to engage with consumers and increase both their brand image and recognotion within the market.
Gregory Farr's comment, September 26, 2013 6:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
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Pepsi: iTunes Radio can become 'critical piece' in engaging music fans

Pepsi: iTunes Radio can become 'critical piece' in engaging music fans | Integrated Marketing Communications | Scoop.it
Beverage company's chief marketing officer of global consumer engagement talks

Via Bruno Crolot
Sarah Johnston's insight:

iTunes is a hugely successful media player that is popular around the world. With iTunes creating 'iTunes Radio', it creates new pathways of profit not only for themselves ("with ad packages for iTunes Radio being sold at a minimum of $1 million for a 12-month commitment from 2014."), but for other businesses as well. This article explains that PepsiCo - producers of 'Pepsi' soft drink - is one of those businesses getting involved, claiming that "the broad Apple ecosystem" was their inspiration for making the deal. Pepsi can use this space for direct marketing where the user can click their advert and be directed to a webpage containing information and potentially, PepsiCo deals. Pepsi is sure to benefit from advertising on such a well known, 'high traffic' platform.

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Fastlane and Latergy Partner to Provide Video Content Marketing Services

Fastlane and Latergy Partner to Provide Video Content Marketing Services | Integrated Marketing Communications | Scoop.it
Fastlane Communications, LLC, a strategic communications and engagement firm, today announced that it has partnered with Latergy Video Marketing and Public Relations, a visual content creation and acceleration agency, to provide integrated visual...
Sarah Johnston's insight:

A great example of a marketing partnership. 
Integrating ones ideas and services into another company is a fantastic idea. Marketing partnerships bring together a number of different assets to be used in one service.
This is ideal for bringing in more customers - someone may come across a singular company, notice that they don't provide all services they need or would like, and so look else where.
However, if that business had combined services with another company (such as can be seen in this article), then the consumer would have a broader spectrum of services to chose from, making it much more likely that the now integrated businesses will meet the needs of said consumer.
Therefore, all services combined will start to bring in more customers than just having the services of one business on their own i.e. Customers who want to work with business 1, customers who want to work with business 2, AND customers who want to work with BOTH at the SAME TIME. 

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Etain Chow's curator insight, August 19, 2013 10:21 PM

In their own right, Fastlane and Latergy are successful marketing firms. Each excelling in different aspects, the partnership is somewhat like two Davids become a Goliath. Fastlane is an expertise in strategic communications and engagement, while Latergy is a visual creation and acceleration agency. Fastlane provides a bevy of services, ranging from PR to integrated branding and marketing communications to companies from multiple industries such as transportation, finance, green, entertainment, retail, etc. Latergy on the other hand, offers strategic video storytelling, production and distribution services to engage audiences on multiple platforms. 

This new partnership will help clients create the content needed to maintain conversations, build brands and drive specific business results. This clearly demonstrates partnership and integration benefits. 

Jae Woo Park's comment, August 20, 2013 8:53 PM
this article is good. this is great example of partnership marketing between fastlane and latergy companies. As you know, co marketing is very effective way to promoting and marketing strategy and improve marketing communication for their customers.
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Integrated Marketing Communications - Then And Now - Forbes

Integrated Marketing Communications - Then And Now - Forbes | Integrated Marketing Communications | Scoop.it
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.

Via Paula Hudson, Connie Guan
Sarah Johnston's insight:

What is Integrated Marketing Communications? Well, many don't really seem to know - or not EXACTLY at least. Opinions and explanations of IMC have varied over time, and there is no real set defition. However, we all seem to know that integrated marketing is indeed important. 
Business success seems to be increased dramatically by the use of both offline and online communications. 
Consumers want consistency, and they want it in different forms. They want to read about the business/offer in a flyer or paper, then go online to research further. They want to find what they're looking for easily by searching the same key words they saw in the offline marketing.
Without integrated marketing, a consumer might hear about your product or service, try and find out about it later and come up empty handed.
Integrated marketing is about getting more information out to more consumers - connecting to more consumers will of course mean a greater chance of sales and ultimate business success. 

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Connie Guan's curator insight, May 5, 2013 3:03 AM

In recent economic climate, Integration of marketing technique is essential. In terms of online marketing campaign, it is believed that the companies have not been focusing well on that consumers are able to scheme their site with ease. Any good production result consists of ease and convenience of accessing. In order to produce high conversional rate, company should concentrate on streamlining their own website, and make sure they are always navigate with ease and user friendly for consumers.

 

Based on the definition of IMC, IMC is generating a voice of company which straightly speaks to various customers. Nowadays, it has been even more significant as the social media is coming up, and this will keep undergoing over these years. When you serve a customer, you will ensure you have a right communication with the customer, so as to deliver a right message at that very right time.

Cecilia Sagote's curator insight, May 22, 2013 12:13 AM

In this day and age, Integrating marketing communications is essential for businesses to survive...Traditional and expensive methods don't appear to be as effective anymore..By combining and integrating marketing strategies,would ensure a wider audience. Social media plays a big part in IMC and would likely to take the biggest peice of the IMC puzzle..A successful IMC program requires that marketers find how to use the various IMC tools to make such contacts and deliver the branding message.  

 

Another article stated that more customers are likely to be attracted to social media. Studies also show that the current market multi-task a lot due to busy careers and customers in general just being more demanding.. People surf the net while they watch tv, people listen to music while reading a magazine and this has now been taken into account in modern era - modern marketing strategies create more effective marketing and grab a wider audience. 

Jing Yang's curator insight, August 13, 2013 8:46 AM

The current integrated maketing communication is using a different commucations methods to transfer or transit the companies' information to their stakeholders or customers. As the development of information technology, the types or tools of marketing commucation are getting integrated and diverse. Therefore, seeking a marketing communication partner is more necessary for an organisation. Because, if the commercial partnership has made, it means that these collabrative companies can assist each other to promote their brands and products. The promotion cost will be saved and the time will save as well. As well as, these business can ultilize their collabrative companies strength to cover their weakness.

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Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert

Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert | Integrated Marketing Communications | Scoop.it

Via iNeoMarketing
Sarah Johnston's insight:

Great points raised in both the article and in the other comments/insight. More and more business are moving online, but they definitely need to continue with direct mail also. With statistics like "On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with the business" and "Compared to emails sent to existing customers, direct mail has 30 times the chance of receiving a response from the customer" is it obvious direct mail is still a great option for businesses. In reading others insights, I agree with those that have said they receive e-mails from companies and either barely take notice, or don't read them at all and just delete them straight away - I've definitely done this too! Direct mail even has a better percentage in regards to new customers choosing a business, compared with both e-mail AND search engines. This surprised me too as I personally do a lot of searching online, but obviously this isn't the case for a lot of others out there; you can't beat the facts, print is by no means dead.

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Erica Huynh's curator insight, August 26, 8:00 PM

does direct marketing get a direct profit for the company? 

Dhanniya Sena's curator insight, September 24, 7:29 PM

I think this is interesting for companies to note because though print advertising and media may be declining in the modern world, direct mail marketing can still lead to direct profit for businesses. This is because the direct mail is delivered to loyalty customers or consumers who have an interest to the company's products and the industry they are in. 

heeyeon yoon's curator insight, October 2, 8:29 PM

Consumers today are more reliant on online browsing and they like to receive letter to email because, it is easy to check and marketer can reduce cost of money for send their information.

 

From the result by Bolt Insurance, direct mail marketing is increase. In 2011, direct mail spending $47.8 billion. Direct mail spending has been increasing in 2013 and will achieve a 3.6% growth through 2014, according to the projections cited by Bolt. On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with the business. These are the reason why direct mail marketing successes. Direct mail marketing is preferred way of receiving information. There are some examples of top areas in which people prefer direct mail marketing;

 

-Sensitive health information
-Treatment for a specific condition

-Financial services

-Mail-order shopping

-Insurance

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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Integrated Marketing Communications | Scoop.it

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.

 

The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.

 

"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....


Via Jeff Domansky
Sarah Johnston's insight:

This article raises a great point in regards to consumer engagement. Although sites like Instagram, Twitter and Facebook all have massive followings, companies shouldn't necessarily be so quick to jump on the bandwagon "..luxury brands should not join new social media if their customers are not there. Marketers need to find where their consumers are and then create a presence there." There is no point spending millions on advertising on a platform that isn't particularly known to attract your companies target audience. The picture above shows a search on Instagram with a Chanel 'hashtag' (#) i.e. photos where 'Chanel' has been 'tagged' - however, Chanel as a brand itself has not actually got an official Instagram account/page. This could suggest that the company does not see Instagram as a hugely beneficial platform for them to advertise on, in regards to reaching it's target consumers. However there are some well-known businesses that do use Instagram; they must see the site as a useful way to engage with consumers that use their products/services.
Again though, Instagram may be registering consumer engagement 18 times that of Facebook, BUT that doesn't mean it is a suitable official advertising platform for all companies.

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram

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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Integrated Marketing Communications | 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 .... 

Sarah Johnston's insight:

Great article on consumer engagement, with tips on how to improve.
We see with this article that consumer engagement is very important when it comes to attracting business.
Companies need to know who it is they specifically want to target, when they should advertise, and how they should advertise. This is found through consumer engagement - through understanding consumer bahaviour.
This article looks at statistics; to quote:
"research showed that 47 percent of online shoppers with a day-of-the-week preference make purchases between Monday and Wednesday. Furthermore, almost 40 percent of shoppers make purchases between the hours of 6:00 and 10:00 p.m. This stands in sharp contrast to brick-and-mortar shoppers, 79 percent of whom make purchases on weekends, with most preferring midday and evening hours."
This is exactly the kind of information a business needs!
Engage your customers; find out what they like, and find out when they want to/ when they're most likely to buy it, and how they want to buy it.
This way we can advertise at the most ideal moment, using the most ideal source, increasing chance of sales. 
For example, place advertisements online Monday to Wednesday 6-10pm; print hard copy ads that say there will be a sale in-store on the weekend..

Engage with consumers, particularly a specific target audience. Find out what/when/how... focus on the positives (what is best for the consumer) and get positive results!

 

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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, 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. 

Shichi Zhong's curator insight, May 14, 12:21 AM

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

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Top 10 Reasons Why Emotions Are Being Ignored In Business | Beyond Philosophy

Top 10 Reasons Why Emotions Are Being Ignored In Business | Beyond Philosophy | Integrated Marketing Communications | Scoop.it

In this article, Colin Shaw explores and explains why businesses no longer seem to be taking on board the emotional aspects of business and why it is important to do so to improve the customer experience.

 

We go into work and as leaders we seem to detach our hearts; we spend our business life working on the marketing assumption that all Customers are rational and logical beings and only buy based on Porters 4 P’s – product, price, place & promotion. How utterly ridiculous! Why does this happen? Why is it that something as obvious as making a Customer feel ‘happy’ with you, showing you ‘care’ and ‘value’ your Customers is so alien to many businesses? After working in this area for 15 years and writing four books on Customer Experience here are my top ten reasons why emotions are effectively ignored by many businesses:

 

 

 


Via Russ Merz, Ph.D.
Sarah Johnston's insight:

Very good points! Of course emotional responces are hugely important when it comes to business success. To quote the article itself "we spend our business life working on the marketing assumption that all Customers are rational and logical beings and only buy based on Porters 4 P’s – product, price, place & promotion. How utterly ridiculous!" This is SO true, we need to view consumers as emotional beings and act accordingly. Emotional responses are exactly will drive the consumer to make their final decision. 
Treating customers as though they are all the same and not particularly considering different responses is much too broad a way to look at marketing a product or service.
Porters 4 P's are definitely valid, but they're not all a business needs to consider when developing a marketing strategy.
Understanding consumers needs/wants, treating them well and being helpful and understanding wherever possible is obviously going to have a positive emotional effect. 
Positive emotional effects will in turn inspire sales, as well as encourage a customer to return to that service, seeking to get that same positive service again.
Where as, obviously, negative emotional responses will warrant a negative outlook toward that product/service - leading to a negative outlook toward the entire business, causing sales to decline.

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Russ Merz, Ph.D.'s curator insight, August 22, 2013 9:14 AM

A very insightful set of reasons. The issue of course is how to overcome these barriers and and use #emotion for greater marketing effectiveness. Some steps are being made in this direction.

Russ Merz, Ph.D.'s comment, August 23, 2013 1:58 PM
Actually the 4-P's of marketing were originally developed by Eugene McCarthy at MSU back in the 1960s, not by Michael Porter. In addition, the role of "emotion" or "affect" in market has been recognized by marketing theorists like Lutz, Bagozzi,and many others, since the early 1980s. So this is really not a recent phenomena. What I found interesting about the article was the articulation of the "barriers" to the use of emotion among practitioners.
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The Importance of Brand

The Importance of Brand | Integrated Marketing Communications | Scoop.it

"The brand itself tells us or lets us imagine how good or bad the product is even if we never tasted it before."


Via Keane Orchard, Connie Guan
Sarah Johnston's insight:

Branding is highly important. Products and services with good branding are able to be picked out from a group as they can be recognised more easily then regular products. Good branding can be defined as something that is familiar to consumers - something that is remembered, something that has a memorable logo and even slogan. For instance Nike - this is a good, remembered brand as they have the tick logo and "Just Do It" slogan, that consumers remember after buying the product and being satisfied with the outcome.
Without this branding, consumers could love the product, but not really know who made it/ where it came from, and therefore probably will not go out to find their other products later. Knowing that something is "Nike" or another specific brand, means the consumer can continue to buy from Nike, suggest it to friends and other members of the public will notice the logo as well and can look up the brand as well.
Branding creates an image, promotes sales, promotes long-term customers and loyalty. Branding is highly important to success.

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Zhaowei Lu's comment, March 21, 2013 6:40 AM
I quite like this point you provide. as time goes by, there has been so many different brands coming up , If a brand does not have its own logo , how can make people remember and identify them.The article gives an example for Nike which is also business, once the brand has established , the buyers can identity and choose which brand is what they want. Brand has its own logo, Which also present this brand's quality, services, style, image , it also helps people identity them
Jieyi Situ's comment, March 21, 2013 5:23 PM
Need to say again, a strong brand is really important for a company, it's part of the equity of the company. Once customers try the product, like it and buy it again, the brand is kinda successful. A good brand can reduce customers' time for selecting. And I do very agree with the comment above, if one person wearing a brand, we will find people who are his/her friends might also wearing this same brand. A brand should provide better product and service for getting customers' loyalty.
Connie Guan's curator insight, May 5, 2013 3:02 AM

Brand is significant as it separates a product/service at the thoughts of the customers from other competitive offerings. The differences prevent a slip into products commoditization, and it leads to environments where customer’s choices focus mostly on pricing. Branding supports bigger gross margins, and it is why most products seem mostly the same but on different prices.

 

In my opinion, brand provides a connection. Being the consumers, we tend to expect things surrounding us are familiar. For this reason, brand becomes familiar in our lives and we seek them out, such as, toothpaste from Crest, shoes from Nike, soft drink from Coca-Cola. As we live with the familiar ones, we build the long term relationship with brand. Walter Landor stated that "Products are made in the factory, but brands are created in the mind." Whereas brand means differences to consumer, the main point is the connection between the brands and the consumers.