Marketing Engagement
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Marketing Engagement
WEEK 5 ONWARDS
Curated by Riley Grant
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Content and Context Will Drive the Next Generation of Advertising

Content and Context Will Drive the Next Generation of Advertising | Marketing Engagement | Scoop.it
Image courtesy of jcoterhals I was sitting at the counter of the Brooklyn Diner next to a 15 year old kid who was playing a racing game on his iPhone.
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Riley Grant's comment, May 8, 2013 2:21 AM
I think this article is important because it highlights the importance of context in today's digital world. The Author suggests that tapping into precise channels, and having highly relevant ad to the viewer, will lead viewer acceptance and appreciation of the ad. I agree that there are many online resources that make it easier to create relevant ads and companies should strives to use these resources as much as possible. However, I disagree that ads will always be welcomed, if they are relevant. It would be interesting to have some research conducted on the extent to which relevant ads are accepted.
Kelly Alexander's comment, May 8, 2013 6:28 AM
I agree with you Riley on the point that you make about ads always being welcomed. As much as the ads may be relevant to the viewer it may not influence them to purchase so therefore become irrelevant to them. It is ideal for marketers to create a need which in turn will result in a purchase. If they don't feel they need a product I believe they will be less likely to purchase. The digital world is becoming more dominant in our everyday lives and maybe needs more thorougher research conducted on the best way to target consumers through digital media. An interesting topic and also point of view.
Sophie Frakes's comment, May 9, 2013 11:27 PM
I agree with you both! I think it is important to marketers not to get carried away with communicating with digital media and ensure that their message is relevant to the audience and that their brand is appearing in the right context. If they don't this could form negative brand associations and impact badly on the brands consumer based equity.
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A Journey in Engagement: Convert Distracted Shoppers to Dedicated Buyers

A Journey in Engagement: Convert Distracted Shoppers to Dedicated Buyers | Marketing Engagement | Scoop.it
Global ecommerce sales topped a trillion dollars in 2012. But even with analysts predicting continued explosive growth for ecommerce sales, most websites are doing little to make it easy for consumers to buy.
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Riley Grant's comment, May 7, 2013 10:50 PM
I think this article is important for marketers to consider, as consumer decision making processes are different online and offline. This article highlights that ecommerce is growing at a fast rate but the percentage of online shopping abandonment is remaining the same. This percentage is vastly different from that of brick and mortar and it is necessary for companies who are online, to alleviate this abandonment rate, if they wish to grow in the online community. This expert author suggests that the consumer decision making process online is: find-decide-buy and many websites today have many deterrents present on their site at each step of the process. I agree with the author that it is important for companies to understand each step of the online decision making process. Without understanding this, brands may be negatively affecting perception and attitude formation of consumers as they shop online.
Kelly Alexander's comment, May 8, 2013 6:37 AM
This article highlights the importance of the marketer understanding the buyer decision making process and the differences between online and offline purchases. With eCommerce growing rapidly and still an issue of abandonment marketers need to know how to ensure they they maintain their customers throughout the process of find - decide and buy. It will be important to have no distractions and the ease for consumers to find exactly what they are looking for. I think the quicker they find what they are looking for, and not distracted the more likely they will be to purchase.
Sophie Frakes's comment, May 9, 2013 11:57 PM
I found this article very interesting as a regular online shopper myself. The points raised were definatley valid as I can personal relate to a few of them. I think having the ability to purchase quickly and easily online is key in today's market. I think having links to independent review sites is a key aspect in gaining product or brand credibility and could be a crucial step in swinging a browser into a purchaser. One website I shop on once sent me an email as I hadn't completed a transaction for items I had added to my cart as I had ended up becoming distracted. I personally found this very useful as it reminded me before the items sold out and was obviously of benefit to the company as it resulted in a sale for them.
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Dove vs. Axe: Hypocrisy or Good Marketing?

Dove vs. Axe: Hypocrisy or Good Marketing? | Marketing Engagement | Scoop.it
Have you seen these commercials? Dove Real Beauty Campaign: Evolution The Axe Effect Commercial The Criticism From their research, Dove found that only 2 percent of women describe themselves as "be...
Riley Grant's insight:

This article is important because it highlights the importance of the communications mix. Unilever is the parent company to both brands, Axe and Dove. In my opinion this is a communications failure because Unilever is taking away from their message consistency and legitimacy by having two opposing campaigns. 

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Riley Grant's comment, May 8, 2013 2:21 AM
This article is important because it highlights the importance of the communications mix. Unilever is the parent company to both brands, Axe and Dove. In my opinion this is a communications failure because Unilever is taking away from their message consistency and legitimacy by having two opposing campaigns.
Kelly Alexander's comment, May 8, 2013 6:17 AM
This shows a lack of integration as Unilever's is portraying mixed messages which in turn leaves the consumer confused as to what Unilever's purpose actually is. This can leave consumers confused and therefore find it harder to relate to the product as the messages are not consistent with what they believe. I believe Unilever need to ensure their brand all portray the same idea which will not only reduce consumer confusion but create an overall stronger brand reputation.
Sophie Frakes's comment, May 9, 2013 11:36 PM
Thanks for uploading this article Riley! I always find articles about Dove and Unilever interesting. It seems to me that Unilever has a schizophrenic brand personality where they talk about commitment to sustainability and then they use masses of Palm Oil in their products and help speed up the process of deforestation. The Dove campaign for real beauty and the "Axe" ad campaign is another example of the company presenting a confusing and conflicting message to consumers. I'm sure the Dove consumer would find the contrast in the representation of women shocking and that this will weaken Unilever's brand legitimacy.
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Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity - Forbes

Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity - Forbes | Marketing Engagement | Scoop.it

"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? ... Take  an unconventional approach – forget engagement, increase simplicity."


Via Sue Hellman at UNB
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Riley Grant's comment, March 14, 2013 5:28 PM
I like what this article addresses. There are so many companies out there who overwhelm consumers with the amount of information they post on their social media. Also, I've noticed that many companies' social media platforms lack engagement. However, I do not agree that consumer engagement should be eliminated completely. There are many organizations who have been able to foster a community online. It would be interesting to read something on how to simplify one's social media platform, to encourage useful engagement.
Kelly Alexander's comment, March 15, 2013 11:48 PM
This is a very interesting article on consumer engagement. I also don't think that consumer engagement should be completely eliminated but I think the issue is how the companies are engaging with their customers. I think a factor may be what the product is the consumer is purchasing. Does a insignificant purchase need intense customer engagement or does that deter the consumer? Maybe a company needs to gauge the importance of customer engagement for different products and different people. What is enough and how much is too much?
Sophie Frakes's comment, May 10, 2013 12:25 AM
I found this interesting as we always get told in marketing how important it is to engage the consumer. I think your comment was really key Kelly when you said the issue may not be the engagement itself but more in how it is being done. I think that simplicity is key though as although consumers like to be well informed but as pointed out in the article, information overload can lead to a consumer becoming less likely to purchase as the begin to feel overwhelmed and then become nervous they will make the wrong decision.