The tips in this article is a good way to increase consumer engagement becuase twitter is a popular socal media website used commonly by a lot of consumers. Consumers who use twitter don't want to see the same tweets over and over again. This article has great tips on how to increase being more engaged with consumers by increasing the retweeting.
Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.
Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.
The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.
The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.
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Kellie Ho's insight:
This article is good at explaining how and why consumer engagement works the way it does and that improving consumer engagement begins with understanding consumer behavior first. It explains the 4 steps on improving consumer engagement by talking about each one which is a good thing for business that are struggling with improving their ability to engage with their consumers online throughout the year. This article also points out what marketers are doing that leads them to missing the mark which is compromising the brand's ability to connect with the right consumers at the right times.
Smart brands are leveraging digital platforms to not only find customers but to also build relationships. Meet the 20 companies that are doing it best.
Building brand loyalty is one thing. Marketing smartly through digital platforms is another. And strangely, the two don't always walk hand in hand. Some of the brands with the most loyal customers are notoriously traditional when it comes to their marketing efforts. And some of the most digitally savvy brands out there still have to contend with relatively flaky customer bases.
But digital marketing and fostering loyalty aren't mutually exclusive -- far from it. The best digital marketing is designed to do just that. So which brands are best leveraging digital platforms to really drive loyalty? Until recently, it's been hard to know.
Recognizing this knowledge gap, research consultancy Brand Keys debuted its Digital Platform GPS earlier this year. The platform is designed to help brands match marketing strategy and digital communication in their categories and -- most critically -- to build loyalty.
"It's clear that brands are struggling to identify the intersection of consumer engagement with digital and what drives loyalty with their brands," said Amy Shea, EVP for global brand development at Brand Keys. "As pervasive as digital media is, surprisingly there was no single source that identified how various digital platforms engage -- and nothing that connected it to how consumers engage specifically with a brand's category."
To shed light on this issue, iMedia Connection partnered with Brand Keys to leverage its new tool to identify the brands that are best leveraging digital platforms to build customer loyalty. To do so, Brand Keys examined 598 brands and 14 digital platforms.
Here are the top 20 brands on the resulting list.
If you're looking to jumpstart or improve own online engagements with customers, you'd do well to take a page from these brands' playbooks.
Kellie Ho's insight:
This article talks about how building brand loyalty and marketing smartly thorugh digital platforms don't always go together because there are some brands with the most loyal customers who are really traditional when it comes to marketing. There is no actual answer to know which brands are actually good at controlling digital platforms to gain customer loyalty.
I think Brand Keys, the consultancy company, was on the right track with building loyalty by introducing their Digital Platform GPS earlier in 2012 because brands are having trouble with identifying the intersection of consumer engagement with digital platforms and figuring out what drives loyalty with their brand.
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