This article has been a relevant read for furthered research upon Integrated Marketing Communications (IMC) we had gone trough in week 1. The article entails information about ‘the value of a fan, friend and follower’ on social media. People are now more connected than ever through social media, discussing opinions, ideas and feedback online or even texting – Communication on a brand is communicated instantly, information moves fast along the social graph. There are wider audiences online, viewing offerings instantly, fan value online is needed to be considered by companies. Loyal customers may refer the brand to other potential customers creating hype or brand awareness. Companies who create a supportive community of fans and followers must nurture the social graph as it can be an asset to the brand.
IMC is a concept of marketing communications, planning and recognizing the value of a comprehensive plan, it is strategically managed through: general advertising, direct responses, sales promotion or P.R. This results in an overall brand communication to consumers.
In conclusion this article has been useful to read when thinking about IMC, as this plays such a large role in marketing a brand into the market place. The article explains the value of social media and its fans/ followers when companies are operating their brand with the social graph.
This article is a very informative and an interesting read, it covers the workshop week 1 work we have done in class regarding Consumer engagement.
It details how businesses are not thinking of Business to business (B2B) marketing outside the context, companies need to think about targeting the right people effectively and send the right message to audiences is essential.
There are many companies fail to segment the right target market – called the consumer segmentation process this entails finding & identifying which gate keeper target businesses to approach that could ultimately benefit the product & help identify people that will purchase. Influencers such as accounting, other business firms and operational finance departments can be the key to success for a decision process.
Brands live in the mind of consumers, businesses must create personalized positive engagement for the brand, in order for the business to ensure the customer relationship process meets the needs and motivations of target markets.
In conclusion this article has been informative on Consumer engagement, providing information to address B2B marketing to the right people to support sales and build a strong foundation for businesses.
Australian-owned Jetstar should tell the truth about customer service, a brand strategist says.
Jetstar is seen as a low fare, effective airline that offers quality service but no extras involved due to the price of the ticket (no frills service). This short media article explains how the consumers of the service have been highly disapointed with the service offered , feeling like they are being treated as ‘cargo’ ,lack of service quality leads to customer dissatisfaction and they are then more open to competitors offerings. The distrust in the brand effects the brand image of Jetstar, consumers will be reluctant to buy air fares wondering if the cheap flight is worth the lack or service and flights not being on time (effecting other flights).
In my opinion I believe the brand awareness and brand image Jetstar has created needs to be reconsidered for their brand strategy. Creating a strong brand allows the consumers to identify the brand under different conditions, and the perception of the brand image is held in the consumer’s memory. Creating a valued, recognised brand logo will lead the company into success and will retain its loyal customers – with the positive out come of brand awareness to consumers. What are your thoughts on this Jetstar’s brand strategy?
This article is quite short but entails enough information on consumer engagement and brand management. It details on how Coca-cola has used music focused strategy to market the brand to consumers, the target market being teenagers within this article. By launching an interactive music video ‘can you feel it’ has the brand using consumer engagement through music to attract attention, feeling and awareness to the consumer.
It is stated that teenagers are the hardest target to engage as they demand for creativity, Coke has designed its marketing strategies to understand the teens, create a feeling of experience they can participate in with the brand.
Coke is using emotional relationship marketing – using experiences and ‘happiness in a bottle’ (campaign) tat really connects the teenage target market to the brand.
In conclusion this article has been informative, marketing for Coke is usually always experienced based & they try to create a feeling for the brand in order to engage their consumers.
This is a very interesting read, this article discusses how consumers emotions control their buying behavior towards products or how they vision a brand through past experiences. The article includes understanding knowledge of human emotion and the paramount influence that emotions have on decision making.
Research conducted by the Advertising Research Foundation had asked ‘why do we pay more for brand name products?’ its explained that a brand that is a nationally advertised brand has power in a market place ,this creates an emotional connection with the consumer. It is stated that a brand is nothing more than a mental image/perception inside the consumer’s mind of the product or service offering. The stronger the emotional engagement with the brand in the consumers mind the more likely the consumer will be loyal to the brand or purchase over others, this also refers to if the customer is satisfied with the service provided.
Creating emotion towards consumers can be shown through forms of encoding these include: verbal dialogue, graphics, musical and animation. These encodes send a channel message to the consumer creating engagement with the brand (sender) & consumer (receiver).
I think this article states some informative research for marketers, emotions when evaluating a brand from past experiences/ emotional response from consumers is extremely handy when creating a brand image and name for a new product.
In conclusion this article is discussing communication with consumers and the importance of emotional responses towards a brand.
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