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Scooped by Elizabeth Anne Dale
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Know Your 4 Ps to Integrate Traditional and Social Media Marketing

Know Your 4 Ps to Integrate Traditional and Social Media Marketing | Milestone 1 | Scoop.it

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.

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Hannah Joy Gaisford's comment, August 20, 2013 6:21 AM
A very interesting article I like Elizabeth's comment that if a company is too stiff and formal over facebook it can be boring and unrelatable for their customers. I definitely agree that companies should be personal and friendly over a social media platform especially one like facebook
Analay Malamala's comment, August 20, 2013 9:32 AM
I agree with Elizabeth's insight, communication is much stronger when there is a combined approach to communicating through different media channels. I also agree that tailoring each message depending on the media platform used is very important because I think that as a consumer, I would want to receive messages from my trusted brand that communicates to me in ways that I can understand and relate to, that creates an interest within me about my trusted brand and that it also asserts me of the identity that I have created for myself with the brand. Companies and brands do need to get personal because we as consumers enjoy it when the focus is on us and our voices are heard etc social media like facebook is an interaction platform, there's no time for boring and robotic forms of engagement. Great read though Elizabeth.
Rescooped by Elizabeth Anne Dale from Integrated Brand Communications
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Branding Strategy Insider | Brand Strategy And The Lovemarks Theory

Branding Strategy Insider | Brand Strategy And The Lovemarks Theory | Milestone 1 | Scoop.it

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.”


Via Russ Merz, Ph.D.
Elizabeth Anne Dale's insight:

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.

 

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Levi Norton's comment, August 21, 2013 8:22 PM
Responding to Elizabeth's article, Great find of relation to the importance of emotional responses I fully agree about attracting consumers through emotion as Elizabeth said the role of emotions can play in building resonance and connection between consumers and brands. In my point of view I get engaged to brands that have emotionally attached me e.g. same personality as me. I enjoyed reading this post nice work Elizabeth
Logan Harris's comment, August 22, 2013 6:43 PM
I find the concept of Lovemarks (not to be confused with hickies!) really intriguing. Creating a brand that consumers both love and respect takes a lot of effort and surely must utilise the integration of many different channels of communication. For me to love a brand I have to love everything about it - from the values it holds as a company, to the tone it uses in its communications, right down to the design and packaging of the product itself. Encouraging the 'love' of a brand goes beyond increasing the sales of the product to one consumer. Each customer that comes to love your product becomes an ambassador for it, recommending it to others above and beyond other brands. While I personally buy plenty of things I need to fulfil a need on a commodity basis, I actively look forward to making my next purchase of a brand I love!
Rescooped by Elizabeth Anne Dale from Public Relations & Social Media Insight
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Milestone 1 | Scoop.it

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....


Via Jeff Domansky
Elizabeth Anne Dale's insight:

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?

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram

Rescooped by Elizabeth Anne Dale from I can explain it to you, but I can't understand it for you.
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7 Steps to Build Your Brand with Social Media

7 Steps to Build Your Brand with Social Media | Milestone 1 | Scoop.it

“All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc.


Via Riaz Khan
Elizabeth Anne Dale's insight:

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

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Hannah Joy Gaisford's comment, August 21, 2013 5:47 AM
I agree with Elizabeth that branding is very important these days. The brand is definitely what makes your company memorable and what builds the relationship with you in your consumers minds. Elizabeths insight that it is really important to define your brand and stand out is crucial. in my opinion if brands are a lot like other brands they will merely just fade into the background. I totally agree that it is really important not to be fake. Consumers are not dumb and consumers are becoming more in more on to it when it comes to marketers techniques so it is important to be innovative
Levi Norton's comment, August 21, 2013 8:34 PM
In relation to Elizabeth's article, branding is the most important tool for a business where brands enable customers to remember your product/service as well as builds consumer loyalty and leads to repeat purchases. I liked how Elizabeth pointed out in the article to have a successful brand is to 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. I fully agree with this statement as you need to be true to your consumers.
Rescooped by Elizabeth Anne Dale from Training, eBook, Social Media & Web Design
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The Role of Color in Marketing - Business 2 Community

The Role of Color in Marketing - Business 2 Community | Milestone 1 | Scoop.it

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....


Via Jeff Domansky, Marco Favero
Elizabeth Anne Dale's insight:

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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Ksenia's comment, August 20, 2013 9:35 PM
Good read, nice choice of article Elizabeth, I have always wondered about the role of color and its impact on consumers! As being a consumer myself, I am always drawn to the color light pink - its catches my attention every time a brand is seen!Reminds me of my childhood! Just like Elizabeth mention it is an emotional response and it widely accepted as part of marketing! Color is defiantly some thing that is beyond the standard logo and tagline, color as stated in the article is used as an advantage! colors remind people of moods and feelings of an experience they may have had. Lets just say green & brown colors in my perspective reminds me of forest and earth - symbolizing nature! I would be expecting a natural or environmentally friendly product or service:) Emotional responses are important when connecting with consumers- this is one of the first steps to engaging & catching your customers attention! Some thing for marketers to think about :)
Hannah Joy Gaisford's comment, August 21, 2013 5:57 AM
Great article to choose for this topic Elizabeth. So fascinating!I have come to understand that colours do have an effect on how we react to things e.g red means love and anger pink means girly and sweet, green means fresh and new. I agree with eliabeth that it is interesting to know that colours can be a way of garnering an emotional response. I agree with Elizabeth that colour can be underated and that marketing should really consider the colour schemes they use more thoroughly and effectively. Overall some great insights elizabeth