This article shows the importance of branding and how we can btuild a strong brand.This article tells us that building a strong brand is vital for any organization in order to survive in competitive market, and then there are 3 steps for it. First, brand identity creates the brand’s representative image to consumers in a most visual way, such as logo design, website and print collaterals. It would be the same effect as the image of apple when we think about Iphone. The second step is that for effective brand strategy, the brand needs a central unifying idea and communication. Lastly, branding is the process for customer loyalty and consistency is the key for it. I agree that consistency has huge impact on building a strong brand and consumer loyalty. These days, consumers no longer look for price; they also expect the quality and trust from the company. Therefore, keeping a consistency is the best way to show consumers that we are reliable. In my opinion,this article is trying to tell us that branding is not just for consumers and market competition, but it’s also for the company itself to understand what they are.
Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes).
Consumer engagement typically includes the following practices
Digital and online programs, including a brand’s own websites and mobile platforms, as well as ‘third-party’ digital media, such as blogs and social media, video and other user generated content sites, where a brand’s content is relevantSports, music and event marketingPublic relationsTraditional advertisingRetail promotion
Experiential marketing along with digital and social media have an important place within consumer engagement efforts as they allow two-way consumer dialog. This can give a brand faster and more effective access to connect with consumers and allow brand and consumer to become collaborators on new products and marketing efforts.
Methods of measuring consumer engagement vary as widely as brands and business’ goals vary. Quantifiable metrics like number of targeted impressions and consumer replies as well as consumer attitudinal and behavior changes can be part of the measurement. Qualitative measures such as the ‘richness’ and personality of a brand’s interactions, can also be gauged.
This article gives the clear definition and goal of consumer engagement. It says consumer engagement has a huge impact on brand interaction with consumers and it normally contains digital and online programs, such as brand website and social media. I agree that digital and social media plays an important part within consumer engagement, as nowadays, most of young people get the information from internet and they tend to use a lot of google along with social media. Therefore, many brands choose to use social media as one of marketing strategies, such as facebook and instagram. They post their brand’s news and photos on many kinds of social media so that consumers can receive news without being bothered connecting to the brands’ website themselves. This opens fastest two-way dialog between companies and consumers as it gets consumers to be active participants by giving their ideas and feedbacks to the company. To conclude, consumer engagement is a vital tool for brand marketing and for that, effective use of digital and social media is necessity to survive in the market competition
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