Many brands are using emotional impacts through print ads, television commercial or message to create a connection with their consumers and using it as a tool to communicate, engage and gain brand loyalty.
They found out that " Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads."
And also " Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes."
I really like the statement " A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user"
Majority of the marketers believe that this year about 50% of the customers will view the email marketing messages on their mobile, but sadly only 40% of the marketers are ready for the mobile marketing strategy.
PHAM THU NGA's insight:
This article is totally relevant to IMC concept.
I agree with this article that email marketing could be a great tool to increase the customer engagement and it is considerable as a effective promotional strategy for the brand.
It helps to communicate with the consumers , enhance the relationship between the consumer and the brand as well as increase the brand loyalty.
They found out that " Consumers who receive brand updates on email (42%) were more probable to purchase than those who receive in SMS (33%)" and " Majority of marketers believe that leveraging behavioral targeting increases effectiveness"
It's important to understand the consumer behaviour, what their consumer's needs, how to satisfy that needs, how are they influence by markeing stilmuli at the point of purchase, reasons for purchases, the personality or lifestyle of the consumer and so on.
By emailing the right message to the right target audience at the right time, the brand could greatly influence the consumer decision making.
The consumer once they engage to the brand, they become loyalty to the brand then they will likely only choose the brand over the others.
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