Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.
In response to the article “how are brands using audience involvement to increase reach and engagement?” in my point of view I feel it was an interesting read where the author pointed out successful examples of audience involvement to engage the target audience. The article stated that social media is the most trendy way of involving and engaging audience. From using social media the article states there are three different ways in which brands can involve their audiences: second screen engagement, collaborative storytelling and famebook fans. Which practically brands have targeted the consumer and replied to the consumer via social media sources. I feel that consumer engagement is a very important aspect in marketing where if you implement the right strategy you will create a huge amount of followers that will benefit your brand.
In the article 5 tips for effective direct marketing activity is a very educational article for businesses that are wanting to implement direct marketing in order to engage there target audience. The article shows how to create an effective way to successfully engage and connect the target consumer One of the tips I found the most effective was the tip personalization where the business should states the consumers name , relevant information, and interests about the consumer which can always please customers because it gives them a feeling that they are valued and feel important by the company this method is known that it’s the most effective tool in order the consumer to make a final purchase decision.
This article is a very helpful read to understand the first steps of the marketing communication mix. Where the author has stated clearly the definition of marketing communication mix and the types of elements/aspects you are able to implement in order to create consumer engagement. The author states marketing communication mix is used to describe the varied strategies used to advertise and promote a business or its product lines. There are five essential aspects of this type of communications mix include sales promotions, personal selling, direct marketing efforts, general advertising, and public relatons. Advertising is the key element in order to engage and connect with consumers in order to create a successful communication mix. Sales promotion are an offering incentives such as coupons, discount vouchers, and short-term sale prices can often be just enough to tempt consumers into buying a product. Personal selling involves face to face efforts with customers made by the sales and marketing team, with the goal being to generate sales. Direct marketing are approaches such as delivering information through the post to prospective customers, as well as targeted email campaigns touting the benefits of the products, work very well with certain types of consumers. . Public relations effort is very important for all the business. Creating and maintaining a reputation for high quality and fair prices are really important for companies to be successful and increase the chances of remaining in business longer.
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.
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Levi Norton's insight:
The article “4 simple steps to improve consumer engagement” is a very interesting read I thought, as well it will benefit businesses that are in need of consumer engagement for their product. The article states that improving consumer engagement begins with an understanding of consumer behaviour especially target promotions during holiday season.
In the short term, there are at least four things brands can do to improve their ability to engage consumers online during the holiday retail season and throughout the year.The four are: Start early! start campaigns at least one month before peak holiday season, Segment your audience: avoid message fatique, Consider timing : the timing of releasing promotional materials when its most convenient and Leverage mobile: making purchases possible over mobile phones (smart phones)
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...
This article is a very interesting read where it states that how integration effects brand value.Also it remarks that advertising and mass media is no longer trusted as a source of communication towards consumers and nowadays the article states that integration is essential. Integration is to tell the ideas but not sell. This puts the consumer, and not the brand, in the driving seat. We are seeing a more integrated, or holistic, approach to solving marketing challenges or maximizing a marketing opportunity. Integration does not intend to say how good the idea is but to tell what can be offered , Also the marketing services businesses changed as well as the agencies that execute these tactics for their clients have had to evolve and modify their offerings.
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