The consumer & the communication process
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The consumer & the communication process
Understanding how your audience processes information
Curated by Sara Rock
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Using Storytelling to Ignite Word-of-Mouth Marketing - Cream Blog

Using Storytelling to Ignite Word-of-Mouth Marketing - Cream Blog | The consumer & the communication process | Scoop.it
Word of Mouth (okay, it's not really about marketing but it beats a stock photo of someone whispering into somebody's ear) Even before social media and the Internet were glimmers in Al Gore's eye, "word-of-mouth marketing" was important to brands....
Sara Rock's insight:

Word of mouth has always been an important factor for brands to consider-we all know that if we have a good or bad experience people are likely to communicate this. How a brand deals with negaitive word of mouth can be imperative to the continued existance of that brand. Now with social media and blogs word of mouth has a lot more reach. Rather than a few friends communications can now be seen globally. Comments on a brand experience is one thing but being able to create a brand narative and interaction with consumers is now an effective and realitively cost effective way of brand awareness and loyalty.

Getting consumers to engage in your narrative voluntarily is not so easy so stategys must be laid out to get them to interact with a brand. By getting them to interact then gives a closer connection with the brand and encourages others to do the same.

Content needs to be flowing as a story, telling the consumer the things you wish them to know at various stages and compelling them to have their personal interaction with it to develop the story and interest in it. Unearthing a brand's story, mapping the touch points  and creating engaging content requires creative strategy and ideas to build momentum. The good thing with online mediums the feedback and interaction can be used immediately to change directions of the story should it be required wether this is because ist taking a negatitve turn or if the consumer has indicated interests in a particular direction or influences from other things such as current events such as the facebook equality Humans Rights Commission campaign.

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Obey Baitalmal's comment, May 8, 2013 8:02 PM
When i want to purchase a new phone i asked people that i know who are expert in latest technologies, and when i want to take my car to be fixed, i ask my friend who is better then me in cars. Thos people are not sales people, these are people that i know and trust. I believe that word of mouth is very effective way to choose your product or service. What Domino's did, is the right way to react to an issue in business i believe.
Marlene's comment, May 9, 2013 5:23 PM
I agree with this article because telling a story is one of the most powerful ways to capture people’s imaginations, attention and make then connect with the brand. It is true that every brand has an interesting story. It is our jobs as marketers to tell the story in such a way that doesn’t step away from the core of the brand but that enhances the brand image, the message and the reason why people use the brand throughout its lifecycle.
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Don't Let Strategy Become Planning

Don't Let Strategy Become Planning | The consumer & the communication process | Scoop.it
Many people find it hard to distinguish between the two.
Sara Rock's insight:

Strategy should be about the creative process determining what the message will say or communicate and determining how the message strategy will be executed. What is the organising idea? How is this going to be communicated to the target audience?

 

"To make strategy more interesting — and different from a budget — we need to break free of this obsession with planning. Strategy is not planning — it is the making of an integrated set of choices that collectively position the firm in its industry so as to create sustainable advantage relative to competition and deliver superior financial returns."

 

Makes sense really doesn't it? I can see how planning how to spend the budget when there is one often takes over the creative strategy and there is obviously a link between the two. By creating the strategy first it determines what initiatives will be effective in placing your integrated marketing communication mix

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Obey Baitalmal's comment, May 8, 2013 8:14 PM
I am not sure about my understanding the different between planing and strategy? What i understand is strategy is the way companies what to establish a future gaol, where planning is the steps of how to complete all the steps on that strategy.
Marlene's comment, May 9, 2013 5:33 PM
I agree strategy is not just about the budget although budget plays a role in the planning it about making sure you have a competitive edge. Here is five easy steps to think about when you start thinking about strategy http://www.forbes.com/sites/aileron/2011/10/25/five-steps-to-a-strategic-plan/.
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Cross Media Communication: Do Companies Gain Out of Cross Media Marketing?

Cross Media Communication: Do Companies Gain Out of Cross Media Marketing? | The consumer & the communication process | Scoop.it
Sara Rock's insight:

Companies certainly do gain from creating effective cross media strategic campaigns if they are planned to communicate a company, brand & IMC objectives. Selecting the right content and channels is important to ensure the message accross mulitple platforms is consistant and will reach the target audience. Gaining brand awareness and extracting the maximum out of campaigns requires careful planning.

Cross media stratagies can help communicate to audiences across different mediums therfore reaching them more and in varied ways, rather than the same message in the same place all the time. It means that consumers will take more notice of a brands communications too, as often if things have been seen before they are not paid any further attention. By using cross media strategys marketers can also build up a brand message to tell a story or to develop further over time to keep interest in that campaign.

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Obey Baitalmal's comment, May 8, 2013 8:19 PM
This article is related to advertisers who have high involvement in advertising media planning. And there are a useful tools for them to use such as database softwares like Nielsen IMS Clear Decisions software. This software can provide information of the different segments of the target audiences such as geographic, age, sex, lifestyle, occupations, and so on. Also, it can provide which media channels have the most reach by the audiences. however, media planning has a crucial task which is the media plan delivery from the advertising agencies to the public. For example, advertisers should know which months of the year has the high peak period.
Marlene's comment, May 9, 2013 5:47 PM
I agree with this article in today’s world it is critical to communicate with your segment or segments be it existing or new prospects throughout a variety of media communications. Just refereeing to the long media tail as per this article, Elms, S., (2007) The long media tail: are you wagging it or is it wagging you?, Retrieved from ESOMAR and original source Worldwide Multi Media Measurement (WM3), Dublin, June 2007, Reprinted with permission, clearly indicates the variety of mediums available to capture your audience’s attention and generate a behavioural response. Triggering buyer decisions, A better response and conversion rate and maximizing your budget as this article points out is all the benefits that your company will gain if they utilise cross media communications. Just using myself as an example I use my cellphone, watch TV, my home PC, read a magazine, read my on my IPAD, read magazines, notice adverts on billboards on my way to UNI every day, so for a company to use various mediums to communicate with me with definitely get my attention.
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | The consumer & the communication process | 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
Sara Rock's insight:

 

By understanding how your audience processes information and knowing how to get the consumer to engage will get the desired response from your message. Targeting information to the audience is what makes buyers buy. If research has proven that we don't listen to reason and that our emotions drive our purchase decision then we must use that information in our marketing messages and create the emotional connections with the consumer.

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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.