The article is about google's ever-shifting digital landscape, and the shifting will will business to grow. Directing marketing is more and more popular nowadays. With the develpoment of smart phones and internet, more information is flowed through these two platforms. For example, people can browse websites, send emails, tranfer money and etc. through their phones. This means that they get information such as promotion of products, new product exhibitions through their phones as well. Thus, for marketers, how to deliver information to customers effiectienlty and effectly by text, email, website will be an important issue. With more functions will be available on our phones, the direct marketing will be more popular in the future .
Marketing is rapidly transforming into a dialogue between buyers and sellers or collaborative marketing. Crowdtap CEO Brandon Evans on the five trends driving the shift.
It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers.
Collaborative marketing will mean that marketers truly shift from marketing “at” consumers to marketing “with” consumers. We have reached a tipping point where a penalty will be paid by those companies who simply view social as a mass communication channel for blasting out messages to a mass audience.
Today, the companies that win are closest to those who buy, use, and advocate for their products.
Five trends demonstrating a shift to collaborative marketing will create the biggest changes and ultimately offer the most significant rewards for marketers:
The article implied that communication between companies and customers are very important, that kind of marketing is named collaborative markeing. The collaborative marketing arises the shifting from marketing "at" consumers to marketing "with" consumers. The difference is that the first strategy is one-way, while the second one is two-way. The two-way strategy will improve more interactions between companies and customers. The interaction will enhance the customers' loyalty of the company, and companies will know customers' needs more clearly as well. The 5 trends proposed by the author demonstrate a shift to collaborative marketing will create biggest chances and ultimately offer the most significant rewards for markets.
Marketing programs play an important role in building up of brand equity. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information.
The article focuses on how to develop an efficient marketing communication programme to establish the connection between customers and brands. The propostion in the article inspired me that brand awareness and brand image will not only be improved by the service of company or the quality of products, the communication plays an significant role in improving brand awareness and brand image among customers. In addition, choosing the appropriate communication tools or IMC tools is important as well. Advertising is the most common of marketing communications, but advertising still has its weaknesses, for instance, people ,may not have a look on the ads on TV which means that company's ads will be missed by customers on TV. Thus, how to apply the combination of different IMC tools and how to apply the tools effectively and efficiently will be an significant point for companies. In conclusion, to built a strong brand equity, appropriate communication programmes are essential for companies.
Brand strategy is relevant to IMC. Indeed, brand strategy is based on the IMC. Companies need to build and maintain their brands through applying IMC, for instance, IMC tools such as advertising, PR,sales promotion and etc. Thus, how to apply the appropriate IMC tools effectively and efficiently will be an important issue for companies.
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