Marketing objectives are essential before anything else. First they provide benchmarks and secondly they are measureable. If these are achieved then obviously sales objectives will naturally be achieved also. There are four steps tell us how to pursue a social media strategy that makes sense for a brand.
First, Define business objectives, as the article said before markters make sure the objective should ask themself what's the company want and what is they want to first achieve. For example, one new brand in the market, they may want to achieve more customer engagement and more awareness,then they need improve overall customer satisfaction. Finally hope to increase more profit. Business objectives are unique and require an in-depth, meaningful analysis of your business.
second, choose relevant social media goals. As this article saidv 'You’ve got to pursue social media goals that relate to your unique objectives'. So it means markters should make sure the company social media goals ,then choose the suitable social media channel.
Third, pursue an Appropriate Social Media Marketing Strategy. The different between social media goals and strategy is goals need to correspond to your business objectives, strategy needs to directly relate to your designated goals. i'm very like this example author gave to us. The social media strategy is marketers distribution their advertise product.
Finally,Monitor Your Audience/Track Results. After all the marketing objectives porcess marketers should keep in touch with customer. understand their feedback in time.
I would like to use an example which is my own sales experience to explain what i learned from this article. Two years ago I was a clothes sale. The clothes supply suit for young girls. At the beginning most of customer just looks around didn't buy anything because the price is quite high. Although i was very hard to make great efforts in selling those clothes. After a period of time, one famous singer who celebrity endorsement this brand and then most of people came to buy the T-shirt which is the singer wear in the vocal concert. As we know most people are very crazy on the spokesperson. However on the other hand those customer are ' Envy' --"If I don't make a decision now, my competition will win." so this is the customer emotion. Most of sales utilize customer emotion to sell more products. As the article said, every successful sales approach either creates or augments one or more of this emotional state. I agree with those points of view that those 6 emotions do interrelate when making an emotion driven purchasing decision. But i think the most important in this article understands of consumer’s beliefs. Those emotions are a powerful motivational factor in a purchase decisions but a consumer’s beliefs system will push customers buying or not buying.
Brands that succeed draw the consumer with a compelling narrative: Gatorade's replay series was a first-class example...
The winning formula for consumer engagement is storytelling. It sounds simple, but we only need to look back through history to see the impact that stories have had on shaping our lives: how we live them, why we live them and what it means to be human.
Narratives as powerful as the Bible, to ancient myths and Shakespeare's prose, speak to the heart, teaching us how to relate to one another and guiding us into action. Let's not forget that stories are easier on the ear than detached advertising taglines. Studies of human psychology have found that if we are told something through narrative, we are more likely to relate to the message, absorbing it further and remaining engaged from start to finish.
For a brand to appeal to consumers and replicate this empowering engagement, its content must tell a story, one that draws us in, broadens our horizons and delivers added value to our lives....
This article is talk about the brand story is very important for advertise product. There has good example in the article which is about the Gatorade’s replay campaign advertising. Firstly, Gatorade is a kind of sports drink and by the laboratory test it can improve the athlete’s energy. Therefore, the marketers based on this proposition "Once an athlete, always an athlete", is an extremely effective example of storytelling at its very best. Through one short film advertising make consumers' participation in the creation of the story demonstrates the power of inviting your audience to interact with your brand, giving them a story so powerful they will choose to share it themselves. Secondly, how to attract customer pay more attention on the product? Storytelling is about product history. We are using all storytelling to advertising the product with the number of social media platforms growing at a huge rate. To achieve true engagement, should help consumers to accept the product. The key to attract costumer which is knows how to communicate with customer. Finally relevant to integrated marketing communication, the brand’s story has a compelling beginning. Therefor it is very important to choose the story could be attract.
It’s not too late to get your marketing ducks in a row and leverage new and old channels to generate demand for your company. Here are five trend predictions in the world of B2B marketing for 2013 and where to focus your attention.
Firstly , The concept of integration is to combine various marketing communications like social/paper/online media, personal selling, direct marketing, and public relations in order to present consumers with the single and unified message of a brand. based on this article there are three levels of integrations need to do its inclduing channels,campaigns,and tools. It is true that integrated marketing is such a powerful tool in brand promotion and management, that in order to use it a business must first understand it.
Secondly,as the article said social media has been the darling of the media. According to the progress of the times most of people keen on the social media activities.For example, newspaper is part of people daily schedule though. TV it’s indispensable and facebook ,magzine all the more so. As the result, we’ve seen tremendous improvements about most of companies strengthen publicity into social media.
Thirdly, sales is also a part of marketing integration. sales have played a large role in the B2C market, when the customer need more explain ahout the product then sales will be like a kind of advertising.
Finally, marketers should search more market data and provide insight and intelligence that will help companies make smarter decisions.
Today on Branding Strategy Insider, we're taking another question from the BSI Emailbag. Manuel, a student of marketing in Frankfurt, Germany asks... “why companies like Procter & Gamble and Unilever are moving from managing and marketing their brands separately to leading with their company brand.”
Firstly, brand is the integration of the intrinsic and extrinsic, it’s including the brand name, logo, and symbol and product service. A brand is based on the core product and company. Good company would contribute to the success of product and good product also could help one company.
Secondly, Brand architecture is not brand strategy. It is a higher-level plan of brand eco-system, it can determine how to best build and scale brand over time. Specifically, it sets out a plan to build one brand or multiple brands. As the article said “House of brands and branded house’ which is a house of brands can be contrasted with the Branded House, in which the company itself is the dominant brand, with individual products or services taking a secondary role. I’m very like the example of article, the classic product company Unilever, and P&G historically are houses of brands in which each brand was managed and marketed separately and the corporate brand is not featured on the products themselves. Therefore, the ‘house of brands ‘ just as studied in the lecture class which is corporate branding means Corporate name used for all products and services. ‘Branded house just like endorsement branding which is Sub-brands linked to corporate brand or umbrella brand.
Finally, I would like to give some example of corporate brands which is PHILPS, HONDA and ARMANI and so on. Endorsement brand including Nestle-good start and Vanish-Naoisan. Moreover the Corporate brands with major brand properties encompassing a range of products.
To sum up, I choose this article the main reason is because it is accurate explained what the different is between ‘house of brand & branded of house’ and this is very help me to understand this week topic.
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