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Rescooped by Peixin hu from Public Relations & Social Media Insight
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What Consumers Really Want from Mobile Commerce

What Consumers Really Want from Mobile Commerce | Milestone 2 | Scoop.it

M-commerce is prized for its convenience, but consumers want more from their mobile shopping experience....

 

If you've ever made a purchase on your smartphone or tablet, you're part of a rapidly growing trend called mobile commerce. The convenience of mobile commerce (m-commerce) has made it a popular choice among consumers over the past several years, and it has quickly become a large part of today's shopping landscape. Despite this popularity, a new study finds that consumers' expectations for their mobile shopping experience aren't being met.

 

Qualitative research firm iModerate and market research firm uSamp reported the findings of their most recent study on consumer motivations, preferences and barriers regarding their engagement with m-commerce. Their research found that the most prevalent consumer concerns about mobile shopping are personal data security and functionality. According to the study, respondents want marketers to focus on a better customer experience, transparency about security issues and content prioritization.....


Via Jeff Domansky
Peixin hu's insight:

As communications technology unceasing improves, mobile phones have evolved from a single communication tool into everyday essentials and the functions and applications of subtle change people's habits.

 

E-commerce can bring people anytime and anywhere shopping experience, people can use mobile devices transactions, ticketing and entertainment. in recent yeears, mobile e-commerce has growth rapidly , a growing number of people choose to shopping on their mobile or tablet. According to surveys, many people’s expectations for mobile shopping have not been met. So businesses need to make improvements and focus on a better customer experience, transparency about security issues. Strive to entities sale and internet sales become an interactive whole and both sides effectively promote their brand at same time, it will provide customers with good experience.

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Jeff Domansky's curator insight, August 4, 2013 6:13 PM

Here's what mobile customers really want: better service, security and content that makes it easy. Mazlow would be pleased! 

Min Li's comment, September 26, 2013 8:19 AM
This comment is in relation to Peixin’s insight on the article the ‘What consumers really want from mobile commerce’. For example, as a consumer I think what we really want from mobile commerce is quality service, easy to use, transparency about security issue and so on. Therefore, as marketers, what they can do is to look into the consumer’s preferences and habits, and then to make some changes to meet the consumers’ needs. More focus on customer experiences can contribute to a better understanding of consumers' needs and wants. Thanks.
Sheenal Prakash's comment, September 26, 2013 11:26 PM
Mobile phones have made it really easy for word of mouth to travel so if you expose one person via direct marketing someone you think would be really interested in the mate rail being shared than they will likely pass that information on to there as well since it dosent cost much time or effort to do so now. Social media such as Facebook Twitter or even just emails get more positive responses from people as opposed to the traditional telelmarketing or approaching people on the streets because it gives them the chance to look at the material when they wish and there is no rish involved to hurry up the conversation etc.
Rescooped by Peixin hu from IMC Weeks 6, 7 & 8: Milestone 2
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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | Milestone 2 | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done

Via Emily Gavigan
Peixin hu's insight:

Integration is a marketing approach can across the network media, television, print and outdoor also linked brand with consumers. When a company wants to develop an integrated marketing strategy they need to find their own marketing channels and taking a unique and innovative aspect of the brand. Because advertising, news and website have the same look and replication, if company cannot create a suitable direction for their brand, probably will makes consumers feel boring.

 

Nike and Snickers has created a powerful platform and product’s insight. Their marketing approach is very successful and makes the consumers have a deep impression about them, because the products established emotional communication with consumers.

Brand strategy is much more than a large-scale dissemination but on creating value for consumers based on the integration of brand equity.Corporate brand strategy is commander of integrated marketing communication strategy, the core of business strategy, it is in the right direction and guide enterprises to the correct way to go to success 
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Min Li's comment, September 26, 2013 7:48 AM
This article states some of the successful integrated marketing campaigns and provides examples of Nike, Snickers, and Foster how they have successfully implemented integrated marketing. I really like the author said that “Integration isn't about saying the same thing in different channels. But it is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging.” According to read this article I feel that integrated marketing campaigns is a very important component in IMC. To be sure, this is a good article to read with. Thanks.
Sheenal Prakash's comment, September 26, 2013 11:14 PM
These brands create an emotional connection with their customers by effectively interacting their marketing communications to represent the target audiences expectations of the different brands as well as what they offer to the customers and to the community.
Sheenal Prakash's comment, September 26, 2013 11:15 PM
they are big brands which have not tried to influence on customer at a time but placed customers in small categories and places more emphasis on which ever marketing communication they felt was best suited for those types of customers
Rescooped by Peixin hu from Creating an effective communication mix. Measuring results against objectives.
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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Milestone 2 | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...

Via Huiqing Chen
Peixin hu's insight:

Marketing communicationmixis bothanart andascience;it needs tocreateanoptimalcombinationto drivethe development of enterprises. Sowhen the companyprepared to launchtheir productsneed to consider the total budget, brand objectivesand market competition. However,isthe product are different, audienceand budgetare different, according to their ownsituation it is necessaryto find a suitablemarketing communicationssolutionsto put the case.
Brand developmentis a process, in order to be able to getthe public'sattention; first,the brandneeds to use Media That Your Audience Uses;secondlyUse What Makes Sense for Your Product;Last isUse What's Appropriate for Your Customer Relationship.I think thecustomer experienceof a company's development is particularlyimportant, a number of potentialcustomers willtry to usesome of the newproduct if the product enables togive customers agood experiencetheywill graduallybecomethe brand'sloyal supporters, also companieshave to communicatewithcustomersto increasebrand awareness.

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Anna Shen's comment, September 26, 2013 10:43 AM
Hey Chontelle, you have pointed out some good and interesting points regarding this article. I agree that it is a key factor for marketers to understand not everyone is the same, therefore by tailoring is needed to target different types of consumers in the market. I also agree with your example that you have provided, where 50 years olds lack in the area of using social media to connect with companies. Lastly I agree that going back to basics is a great starting base to build an effective communication mix from.
Vic Methven's comment, September 26, 2013 10:15 PM
Hey Chontelle, I agree with the points you have summarised in this article especially marketers needing to understand that consumers will not all think and act the same as each other, therefore it is a key factor to make sure marketers fulfil the needs of their entire target audience and not just one segment of consumers. I also agree that an effective communication mix has to be planned to perfection with correct execution.
Sheenal Prakash's comment, September 26, 2013 11:07 PM
When launching a new product companies need to focus on the marketing mix and look at the different marketing communications of the company and determine which of the would be most effective to getting the message across to the target audience. You must determine which marketing communications are actually active in the social groups and are common among the targeted demographics to see what mix of these communications will likely be able to give you the best return on investments
Rescooped by Peixin hu from Direct marketing and consumer engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Milestone 2 | Scoop.it

Via Jessie Joseph
Peixin hu's insight:

Generally sales problems are not the customer does not want to buy, but sales staff did not understand the customer's needs. It can be said, the customer needs is the heart of the reasons for the purchase of goods. To conduct effective marketing, we should do. "i can give you anything you want," rather than the sale of the same as usual, "I'll give you what you do not want."
People who share a similar common interests, willing to participate in similar activities, both in the common activities close to each other but also gracious and makes him more attractive to inter. Therefore, it is very easy to like-minded people are familiar with each other and build rapport between the two. Sales staff and customers are also a social interaction, if the two sides have no common language, it is very difficult to communicate, even sell commodities. If the sales staff to take the initiative to meet the customers' interest, talk about some of the things customers like or people, to lure customers, when customers feel good when you purchase your goods is the natural thing.

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Sheenal Prakash's comment, September 26, 2013 11:20 PM
marketers need to distinguish between the products which consumers need like basic needs and the product which the consumers want because the product that they want are going to be the products they pay more attention to and will likely be willing to pay more for a product they want rather than need because it has more emotional attachments
Holly Adams's comment, September 27, 2013 12:03 AM
@yuhang. Very good article! Thought it was a interesting read and had some great points. Customers will always find a way to get what they 'want' often by trying to convince them selves it is what they 'need' therefore blurring those two line. Often we see advertising talking about a new product that everyone needs when in fact people would be absolutely fine without it. Hear over and over again (whether on tv, radio or billboards) will eventually start to see the reasons they NEED it that product. A prime example of this is the iPod, 20 years ago there was absolutely no need to have music with you all day long, and people were find with this. However know it is a belief that people NEED the iPod so they can listen to music any time they please. They have changed a want into a need for everyone, aka great marketing!
Shichi Zhong's curator insight, May 14, 2014 12:30 AM

The article explains how a brand and consumers have a mis-communication and what it could lead to. Many companies believe that what's popular can represent the right thing to do. However, sometimes it is not what customer want. Companies often miss the chord and find the traditional ways of marketing old fashioned and always try to rope in new ways of marketing. They only think about the product/service from their opinions but not from customer's feeling and behaviors. They try to adjust with the modern world but forget the most important thing- customer relationship or customer value. In doing so, they do not pay heed to what customers actually want which creates differences or mis-communication between customers and brands. Since the arrow doesn’t hit the mark, the invested capital may get wasted. If a company is able to deliver results just as the consumers need with a blend of traditional as well as modern ways then it inevitably achieves its goals. Understanding a consumer's demands is therefore needed for a company to walk on the path of success.

Rescooped by Peixin hu from Week 6; Creating an effective communication mix, Measuring results against objectives
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jillian Hor Maelynn
Peixin hu's insight:

When creating a marketing mix we need to combine with advertising, promotion, public relations, direct marketing and interactive marketing. Need to use more than one strategy to form a different marketing approach to attract more consumers. This article also pointed out that creating a successful marketing mix, first need to target your customer. Second is to understand the preferences of the target customer and find them suitable dissemination methods for product. Third, estimate the cost of marketing activities, if the cost is too expensive maybe they can alternative an affordable media. Finally, customer feedback is very important aspect of work, it kind of feedback of what you did; also customer feedback can assist restructuring of the marketing mix.

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.