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Communicating with consumers
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Rescooped by Bk Chin from IMC Communicating with Consumers: The Importance of Emotional Responses
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | Milestone2 Communications | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain
Bk Chin's insight:

this article details that emotions consumers feel after communicating with the company builds up its values and beliefs. Once the company communicates well and makes a connection with consumer, it is good way to develop that company. I like the quote in this article, “Our emotions are the driver when it comes to our purchase decisions”.

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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | Milestone2 Communications | Scoop.it
Bk Chin's insight:

It is important that Markets clearly understand consumer behavior in order to success. Also need to understand the specific needs of consumers to reach their satisfaction.

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JENNYHA's comment, August 22, 2013 4:03 AM
This is a great article to read, it gives some idea about how to measure whether the company has a right marketing strategy. For every company they must have a goal, well you might think of profit, what I mean is something else, that has nothing to do with the profit, but it increase the awareness of your brand. For every business or brand, the first thing to do is communicated with consumers in order to gain the brand awareness and knowledge of consumer about the brand. When you create an objective, it make easier for you to measure your successful.

I think it would be really interesting to see ads that utilise the 'Get Physical' guideline the article suggests. It would be cool to see mass produced ads that play on touch, smell and taste! Maybe we'll start getting furry billboards, or edible print ads!
Josh Leuenberger's comment, August 22, 2013 8:13 AM
The article discusses how companies trigger the emotions of their customers, as @Curtis Milner has stated that humans in general do have emotions and when making a purchase emotions can have an affect on the responses of a purchase. I like how you have stated that customers associate moments or memories with brands. How a rand can make you feel or remind you of how you felt at the time. The article showed how business and customers better interact in 10 steph or guidelines which I think could have been further explained in Curtis’ response to the article.
Enele Westerlund's comment, August 22, 2013 7:40 PM
Your insight is spot on, where everybody 'feels' before they 'think'. I agree with the article where sight and sound is definitely overused with most campaigns. I like the points raised where keeping it close to home, relevancy, and making it memorable are important factors. It also didn't occur to me, until I read it, the point of not leading with price.
Rescooped by Bk Chin from IMC: communication with consumers: the importance of emotional reponses
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How has Integrated Marketing Communications (IMC) contributed ...

How has Integrated Marketing Communications (IMC) contributed ... | Milestone2 Communications | Scoop.it
Integrated Marketing Communication has generated immense discussion leading to interesting contribution to the evolution of IMC as a strategic means that can develop firms to be more valuable in achieving their brand communication objectives.

Via Fatana Faghiryar
Bk Chin's insight:

The primary goal of IMC is to affect the perception of value and behavior through directed communication. This article shares factors influencing needs for IMC which is very important to understand.

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Vic Methven's curator insight, August 7, 2013 7:41 AM

Integrated Marketing Communications has helped contribute and evolve brand communications from business to consumer. This article describes how this contribution has occured and what measures have been taken to effectively do this. Key changes have caused the IMC concept to becoming a key strategic method, including; deregulation of the market place, globalization and individual preference of consumption. Due to the rapid development of technology and the influence it has on consumers, it is integral for marketers to understand the new approaches needed to target the right audience and the channels in which to do this. The article gives practical ideas on new ways that marketers can target audience using the ever growing channel of technology and the always changing market place. With ever changing markets and more competition from competing brands, the article states; that customer loyalty is becoming increasingly difficult meaning there is now less confidence in mass marketing. This means marketers now have to look at new ways to target their audience base. This article provides in-depth information on IMC and how it has helped evolve and contribute to brand communications using key notes from experts in the IMC field (Schultz) and is also easy to understand. The article holds valuable information on the importance of integrated communication.

Chontelle Ah-Ping's comment, August 15, 2013 5:35 PM
I definitely agree that IMC is important and contributed significantly to brands and how they work- and this has evolved over time, mainly in the last decade or two with technology developing at an immense rate. I think that without the use of IMC by brands, consumers aren’t receiving a unified message of your brand and therefore the brand may not be achieving the best outcomes. In today’s world where there are so many communication tools and access to these tools, especially online and through social media, it has meant that companies have to make sure that all their forms of communication with consumers is integrated and kept current all the time- in order to engage consumers and create loyalty. Therefore, IMC has contributed significantly and is key to the brand strategy.
Anna Shen's comment, August 19, 2013 11:03 AM
I agree that IMC has helped contributed and changed brand communications. It is true that the fast growth of technology means marketers need to look for more effective approaches in targeting their market/consumers. I also agree that they also need to consider what channel is best to be used that will allow full potential in targeting them. This article provides importance for marketers that can help create a strong strategy.