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Consumer Behavior Survey Finds Personalized Service Options Win Over Brand Loyalty

Consumer Behavior Survey Finds Personalized Service Options Win Over Brand Loyalty | Milestone 2 | Scoop.it
Findings from a recent survey conducted by Harris Interactive and inContact, a provider of cloud contact center software, prove companies cannot rely on brand loyalty when it comes to keeping existing customers or winning new ones.
Kevin yau's insight:

This is a very good article for me to understand the importance of communicating with customers 

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Integrated Brand Communications: A powerful new paradigm | Carolyn Ray | brandchannel.com

Integrated Brand Communications: A powerful new paradigm | Carolyn Ray
Kevin yau's insight:

This article shows the importance of IMC and what IMC actually about. Also it shows that the benefits how does IMC work and what components they need in order to make the biggest profits. Also it have a list of 3 examples on what will affect the potential of IMC. This article also points out the difference between strategy and tactic. 

After that, this article gives out a really details description of what IBC is. It has 10 steps and each steps are well described. 

It is quite hard for me to understand the content of this article in the first time but after couple times of reading this article, i found that this is very helpful for me to understand 'marketing' and 'integration' and 'brand'.

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Sienna Jang's comment, September 26, 2013 9:40 AM
@Kevin Yau - You have pick a nice article kevin. Understanding the concept of IMC is very important, as it could be vague concept for some people. I especially liked the sentence, which says IMC is based on the principle of integration. It clears the whole concept for what IMC is
Michelle Kim's comment, September 26, 2013 10:46 AM
@Kevin Yau
This is a good article of importance of IMC with 3 examples and 10 steps of what is IBC. It is important to know and learn these 10 steps to build a successful integrated Brand Communication program.
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A Cross-Media Campaign to Raise Samsung Awareness – Think Insights – Google

A Cross-Media Campaign to Raise Samsung Awareness – Think Insights – Google | Milestone 2 | Scoop.it
Which is better for raising brand awareness: YouTube or TV? See the case study at Google's Think Insights.
Kevin yau's insight:

This article has made a comparison of TV and Youtube for the effectiveness of rasing brand awareness. I think this is a very interesting test and it able to find out which one is better between these 2 media. TV is definitely a older media campaign compare with Youtube so i was thinking that TV would be more efficient. But the result comes up is the other way around, the research shows Youtube has 5 times more cost efficient than TV. And there are a lot of information showing the details statistically which i think is doing really well because things can be clearer with numbers. 

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Sienna Jang's comment, September 26, 2013 9:48 AM
@Kevin Yau - I'm shocked as you are by this result. I also thought TV would get more sales than youtube, because there are some people who don't use youtube, but they still watch TV and it's hard to fine someone who doesn't watch TV but on youtube. But i guess it has changed by development of technology.
Michelle Kim's comment, September 26, 2013 11:22 AM
@Kevin Yau
This is a very interesting article and research about Youtube has 5 times more cost efficient than TV. According to the research i realized that SNS Social Network System is increasing and effecting people more and faster than i thought. Therefore, the company should be able to follow the SNS and trend as fast as they can to success in their business.
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4 Reasons to Rethink Facebook Engagement

4 Reasons to Rethink Facebook Engagement | Milestone 2 | Scoop.it
There are reasons you may want to reconsider the value of your Facebook engagement such as decline, overload, etc. Here are 4 reasons to reconsider.
Kevin yau's insight:

Soical network is definately one of the best way to promote a company and also to engage with customers. Choosing which a right soical networking company for communicate with consumers is essential. Big and famous soical network might be looking perfect for them. The aurthor of this article has done a very interesting research in terms of this aspect. The result is shocking and unexpected. The aim of the research is mostly on Facebook. As we all know Facebook has the biggest among of users. However, the efficiency of engagement to the customers are not the same as what we were thinking. This article listed 4 main reasons to support the idea and i think it is very interesting. Before i read this article, i think Facebook is an amazing soical network platform for me to contact with my friends and so on. I couldnt think of there are many negative things on Facebook on the marketing point of view. 

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Sienna Jang's comment, September 26, 2013 9:21 AM
@Kevin Yau - I agree with your point kevin. In this era, social network is the most crucial way to improve consumer engagement and sales. This article you have chosen shows some negative side of facebook's engagement with its users. I also thought facebook is the most efficient way to promote brand's product, but there are obviously some flaws like overload, decline problem. This is something to think about as a marketer.
Michelle Kim's comment, September 26, 2013 10:52 AM
@Kevin Yau
I agree with you that social network is one of best method to promote a company and engage people. Social network Systems are keep on changing all the time. it is very important to know the current trend of social network system to engage and communication with customers. But it is also significant to know the 4 main reasons that the article has given.
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5 Tips for Effective Direct Mail Postcard Campaigns

5 Tips for Effective Direct Mail Postcard Campaigns | Milestone 2 | Scoop.it
Even in today’s social- and digital-media-rich environment, well thought out direct mail campaigns have the ability to capture a recipient’s attention, get them to read and process content, commit
Kevin yau's insight:

This article has increaes my understanding of direct marketing. It has a really clear introduction and descripe what direct marketing is. The best thing i like the most in the article is the "5 tips". It shows the way to communicate with the consumers and also the consumer engagement. And in my opinion, i think the second tip which is personalize content and be personal for me is the most important because the customers will think the company is really focus and consider their needs. But the company should always make adjustment to it. 

And the company should always remember the purpose of direct marketing - to engage with consumer. It s can increase brand visibility, consumer response rate by having good direct marketing skills.. 

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Sienna Jang's comment, September 26, 2013 9:25 AM
@Kevin Yau - Yes, this article does provide helpful tops to understand what direct marketing is. This is very great article as a marketer, as most of people seem to prefer email and online purchase, but some times direct marketing could be better. As you said, second point will give the impression of caring to consumers, which will grow consumer loyalty.
Michelle Kim's comment, September 26, 2013 11:15 AM
@Kevin Yau
This article can be a good learning point as the article shows definition of direct marketing with 5 tips. It is very good to have that 5 tips for easy learning of direct marketing. I agree with you that the second tip is important and telling us why communicating with consumers and consumer engagement is significant for direct marketing.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Milestone 2 | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?
Kevin yau's insight:

This article shows the importance of an effective communcation mix for a company. It also gives out some companies stories as example which is one of the best things of this article. It is a good example of how Apple can be one of the best technology companies and the way they communicate with customers. Shops are more than just places to buy things. They are the face of the brand, a support centre and meeting place. Moreover, Customers need to be given space to take in the surroundings and products without feeling pressured. It actually is a simple principle but it is so important to keep it in their minds.  

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Michelle Kim's comment, September 25, 2013 4:13 AM
@Kevin Yau
I agree this article gives good example to easy to understand the importance of an effective communication mix. Also the basic and simple principle always the most significant method and rule to remember as you have mentioned about the customer needs to have a space.
Sienna Jang's comment, September 26, 2013 9:32 AM
@Kevin Yau - I wish this article provided more specific information about communication mix. It describes Apple as an example, but i wish it was more general. But you have referenced good point, i also think customers need to be given more time and space without feeling threatened or pressured, so it will give them some kind of safety in purchasing.