This article discusses what branding is and how important it is to create a strong brand image. Branding is a vital part in starting up a new business; it is what consumers remember you by and everything else that they relate your brand with. Brand identity will not only appealing the business, but will also increase loyal consumers. Also, brands can be developed through many different components such as, unique design, name and etc.; however a brand encompasses more than just a logo. Thus a fully-developed brand identity will push your business to the forefront of consumers’ minds, making them more likely to recognize you, enlist your service, and remain loyal long after the conclusion of your professional relationship.
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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Rachel Bom Choi's insight:
This article describes 4 simple steps of how to improve consumer engagement. The first step is to start early, brands need to launch their online marketing campaigns in advanced to engage with the target audience. If the brand starts to engage with the consumers early through the use of promotions they will be able to reach their target audience. The second tip segmenting your audience suggests how brands can target the early shoppers, the article suggests they do this with more frequent and urgent messaging with offers that have a deadline to encourage the targeted audience. The third tip consider timing explains that brands should understand the customers buying patterns, early morning or late at night. A great idea the article suggests is a system that enables them to release promotions during peak shopping time. The fourth and final tip is leverage mobile plays an important role in holiday marketing campaigns, this is an important tip to reach these types of consumers with email promotions to help interact with the brand on mobile platforms. Overall this article is useful for online retailers which helps brands understand their consumers.
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.
Rachel Bom Choi's insight:
According to the article, IMC (Integrated marketing communication) is fundamentally customer-centric. Since there are various channels exist today, companies should utilize a range of communication tools to effectively convey the coherent messages to audiences. Therefore to maximize success, company needs to manage communication and have comprehensive, coordinated marketing plan or strategies. But, because such social media are evolving quickly and customers are using different forms of media, access and approaches but not found in a single large market rather spread in smaller markets, companies need to constantly changing media tools such as mobile, email and other social media. Thus, an IMC can build the company’s effective plan and goal through knowing all your potential customers, focusing on message content and clarity, embracing guidelines and hiring a team of trusted professionals.
This article explains in detali how emotions influence consumers decisions of purchasing. In many cases, emotions have a large influence on most of decisions people make in their lives. According to the article, there are some influential role of emotion in consumer behaviour such as,fMRI neuro-imagery shows that most of consumers use emtions (personal feelings) rather than information (brand attributes) when evaluating brands, emtional response to an ad has greater influence on a customer's purchasing than the ad's content. Emotions are the primary reasons why consumers prefer brand name products, so the brand that's nationally advertised has the power in the marketplace because it creates an emotional connetion to the consumer. Thus, in order to understand consumer's purchasing behaviour companies need to have the knowledge of human emotion. Because companies (brands) with the richer emotional content will likely to have more loyal consumers than the companies without emotional links which influence consumer preference and action.
Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.
I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:
Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.
How do you succeed?
So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.
Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.
Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.
Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.
Rachel Bom Choi's insight:
This article and the attatched video explains IMC very well and helps to understand the whole idea of IMC as well as the integrated advertising. According to the article IMC is stated as "communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" (Bruun, 2012, para.1). Also the video shows that today's consumers are mcuh connected and involved then before through the internet or social media and because they lose the interest quickly yet they are looking for something beyond the marketing message, brands need to activate campaigns across all channels and make sure to communicate with agencies to reinforce the impact and the meanings of the message direct to the consumers.
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