POSHGLAM.com founder and Young Entrepreneur Council member Kimberly E. Stone offers 3 tips to help you integrate traditional and social media marketing techniques.
Elizabeth Anne Dale's insight:
This article looks in to understanding that an integrated approach to marketing is important as it generates better results. The article demonstrates that you cannot soley rely on traditional media, nor on social media, that a combined approach works much better, and allows for marketing communications to be much stronger, have more effect, and allow the consumer to relate, and to have two way communications with a company. The author also talks about tailoring each marketing message, depending on what media you are using, and I think this is really important. If a company sounds too stiff and formal through a medium like facebook, it can be boring for their customers, making it impossible for them to relate with the company, as they simply sound like a corporate robot.
Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.
This is the essence of the Lovemarks argument. If you want people to take action—whether for something momentous, like voting for a president, or seemingly mundane, like buying one brand of facial tissues over another—you need to appeal to their emotions.
Neurologist Donald Calne perhaps said it best: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
How can we create the kind of appeal that makes people feel inspired or laugh or cry? First, we must realize that brands don’t just get it by asking. They start by giving love, demonstrating that they love the people who buy them. The sea change comes when brands stop thinking about their customers as “them” and start thinking about “us.” When marketers make this change, they start rewarding their customers every day with brand experiences that have special resonance in three key areas: mystery, sensuality, and intimacy.
Of all the potential aspects of emotional resonance, perhaps none is more important than the sense of mystery that comes from great storytelling. Annette Simmons, an expert in storytelling, puts it precisely: “When you tell a story that touches me, you give me the gift of human attention—the kind that connects me to you, that touches my heart and makes me feel more alive.”
Brings together the importance of emotional responses with branding. Demonstrates the important role emotions can play in building resonance and connection between consumers and a brand. I really like the quote from Donald Calne "the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." It really rings true with me, and helps to prove their point about the importance of emotions in branding and in marketing in general.
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....
This article demonstrates just how important social media now is as a way on engaging with consumer's. Any brands that have not yet caught on and are yet to use social media to interact with their customers is seriously missing out on the opportunities it provides. Consumer engagement is an important component of IMC, and social media is a simple and realistic way to relate to consumer's and to get them involved in your brand, it takes minimal effort, with little costs, but has such an extensive reach. How many people in this day and age don't have atleast one type of social media?
Branding is extremely important these days. Without branding, consumers know nothing about you or your company, who you are, why they should buy from, why they can trust you. Without branding it is extremely difficult to stand out from all the competition. As it says in this article, it is important to define your brand, show the world how you're unique, and really sell yourself. Social media is a very easy way to do this. I like the 7 tips this article gives, they're very simple, and make for a good start. I think number 4 is especially important; be authentic, show some personality. Consumers can tell when a company is being fake, and they don't like it, by showing some personality, consumers can relate to the brand, can see similarities between the brand and themselves
It’s more important than ever for brands to project their value. Marketers in general understand the need for consistency in color and design. But it’s also vital to move beyond the standard logo and tagline and take a holistic approach to evoking emotions among potential customers across all of your marketing channels — including social media sites. You can use color to your advantage. Color is a form of non-verbal communication and an important part of our daily lives. The underlying emotions that colors evoke have been cultivated since birth and vary depending on age, geographic location, and gender (e.g. blue for boys, pink for girls). Color affects our moods and feelings, and research suggests that it has a physical effect as well, influencing the hormones that control our emotions. Applying color theory is one of the most powerful methods of creating customer appeal. Why do you feel like clicking and browsing on some websites and not others? What makes you feel like purchasing from one online merchant vs. another? Could it be because of your emotional responses to their color palettes? Choosing the right color scheme is crucial to how your brand is viewed....
The importance of drawing emotional responses from consumers is a widely accepted part of marketing. Emotional responses help consumer's to understand a brand, or relate to a brand, and help to build relationships between a brand and the consumer. It is interesting to think about the fact that colour is one quite simple way to create some level of emotional response, or to help enhance the level of emotional response from other aspects of a marketing communication. I think that colour as a key to emotional response is underrated, and not acknowledged as much as it should be, and I think that it is something that is often used without deliberate thought. A colour is picked because it is fitting for a product or advertisement, rather than because someone has sat down and thought about what emotional response they want, and what colour might help obtain that response.
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