Consumer Engagement IMC
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Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity - Forbes

Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity - Forbes | Consumer Engagement IMC |
In a world where brands are constantly fighting for attention, many marketers are asking themselves a key question:  What is the best way to impact purchase decision and brand loyalty?
Erica George's insight:

This article believes that modern marketing approaches are overwhelming consumers, and that simple methods are more effective. I agree that that simplicity, in terms of a clear cut message and values are effective. But simplicity when it comes to communication channels like social media is not effective. Do you think social media is effective or overwhelming?

Rosaria Gordon's comment, March 21, 2013 8:23 PM
I think this article has valid points, however I personally disagree with a lot of what they are saying. I believe that social media is an incredibly effective marketing tool. This article states that "marketers are generally pushing out too much information, causing people to over-think purchase decisions and making them more likely to change their minds about a product, be less confident in their choice and less likely remain loyal to the brand. However I believe that revealing information via social media breaks down a wall between the customer and the brand, and in return gains the consumers trust, respect and loyalty on a "we have nothing to hide" basis.
Rochelle Rhodes's comment, March 21, 2013 9:19 PM
I agree with the points Rosaria has made about the article.
Simplicity is good in some cases, but not always necessary. Modern marketing approaches are the way of the future, we can scan thorough marketing material on social networking media and have the option of reading and looking further into the material that we are interested in, while ignoring the rest. I think it is a sustainable and cost-effective way of advertising that will continue to grow and succeed.
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Consumers Engagement with Brands | Think with Google

Consumers Engagement with Brands | Think with Google | Consumer Engagement IMC |
Dan Schock, Industry Director, Retail at Google, discusses in an interview how the depth of knowledge and interaction a consumer can have with a brand is deeper than ever before.
Erica George's comment, March 20, 2013 2:03 AM
The key quote from this video was... “People are going to be talking about you positively or negatively whether you like it or not. So, you may as well be a part of that conversation and react to consumers while they're forming opinions about you.“ I strongly agree with this, social media allows marketers and consumers to have a closer form of communication with each other, and although the messages are not always positive, they are giving marketers an opportunity to react and adapt. Do you think social media is opening up opportunities for marketers? Or damaging opportunities? Or both?
Rosaria Gordon's comment, March 21, 2013 7:12 PM
I think social media has completely changed the marketing world. The traditional one sided push style of marketing where brands go after their customers has disappeared, now it is the customers who search and follow their favourite brands. In my opinion, businesses cannot afford to ignore the benefits of social media. In the past consumers had the opinions of a few friends before making a significant purchase but now the use of social media can increase the number of those opinions from just a few, to hundreds or even thousands. So I definitely agree with the quote you posted Erica, if people are talking about you, you may as well make the most of it and converse with and listen to your customers, so you can then use that information to improve your brand.
Rochelle Rhodes's comment, March 21, 2013 9:33 PM
Social media has definitely opened up an endless list of opportunities for marketers that have never been available before. Many clothing brands, for example, that I buy from today are brands that I have found through social networking sites, though my friends following the brand and buying from them. It definitely holds a lot of potential for all companies, big or small. It is much easier to give all kinds of feedback to a brand now - positive or negative. And this benefits the organisation in all kinds of ways imaginable. Listening to your customers is the best thing you can do to improve your brand, and social media has created a communication opportunity that has made this easier than ever.
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Customer Engagement Backlash

Customer Engagement Backlash | Consumer Engagement IMC |
A talk with Edward Cotton, director of strategy consulting firm Influx, who thinks that we're in for a backlash, since companies aren't thinking enough about how they're trying to engage customers.
Erica George's insight:

I thought this article was interesting in pointing out that social media is allowing customers to take control of marketing situations, "Customers are now in the driver's seat. Marketers realize it". I agree with this, which is why the best companys now are highly customer driven, and have many touchpoints with customers. Although I disagree with the author when he points out that many companys use social media as a gimmick. Do you think that some recent social media forms of marketing may be too gimmicky? Or that they add to creating a personality for the brand?

Rosaria Gordon's comment, March 20, 2013 6:44 PM
I agree with you Erica. I am all for social media marketing and I really liked the fact that the article discussed social medias ability to expedite conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content. Taking this marketing approach eliminates the ‘push’ and ‘tell’ orientated method of traditional marketing and creates a collaborative space, where the consumer can be involved in forming and sharing the content. Both the consumer and the marketer have an equal right in expressing their opinions towards products and services. This means that customer loyalty is strengthened and in return, the brands exposure is increased.
Erica George's comment, March 21, 2013 7:03 PM
Often, social media is used to by customers to display their dissatisfaction with an organisation. I often see people writing negative rants on facebook, it is very public and attracts alot of attention. Do you think that this use of social media is appropriate or distasteful? Does it effect the attacked organisation?
Rochelle Rhodes's comment, March 21, 2013 9:26 PM
I agree that the customer is now 'in the driver's seat' and is in control of the market. I also agree with you Erica that social media in marketing is effective in creating a brand personality and communicating with consumers. However, I do think that this can be taken the wrong way in the sense that consumers do often only post negative comments to a company's media page and this can sometimes be seen negatively from other consumers. I think company's need to encourage social networking users to leave positive feedback on their webpages as well as negative (as this helps the organisation too).
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Marketing, PR, Advertising, Branding – a Visual Analogy

Marketing, PR, Advertising, Branding – a Visual Analogy | Consumer Engagement IMC |
Marketing, Public Relations, Advertising and Branding are all tools for consumer engagement, perception management and brand equity. The relation between these
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