"target what your customers want, not what's "Hot" facebook,twitter, smartphones etc are some of the digital entities that have given marketers the ability to connect with a large number of consumers- this articles states that even though these digital entities are "hot" it is important that the direct marketers use the most appropriate channels for their brand to deliever relevant messages to their consumer rather than just going with what is "hot" i personally think that sometimes it is best to take a little risk and sometimes what is in now could be a good break for a brand. In saying this it also makes sense to use the most relevant channels for the brand or direct marketers to target their consumers that way everything is connect in terms in what the brand stands for and they are able to deliever a consistent message. Daniel goes on to say that "sometimes in marketing we get caught up in terminology, technology, and specific channels but our customers dont think this way"...."what they care about is communicating with each other and finding the information they need". this is very true and It is important that marketers focuse on channels that will offer the best chance of returning value as well as provide consumers with what they want and need.
Now-a-days most people are shopping online, this article goes over 4 simple steps to improve consumer engagement through email promotion, social media interation and mobile. It also mentions that a brands understanding of their consumers behaviour can either make or break the brand, in other words if the brand understands and targets their consumers behaviour the brand will grow and remain alive whereas if they were only guessing and making assumptions about their consumers behaviour then the brand will possibly die. In saying this most marketers are doing just that, they are making assumptions rather than finding out the actual ways consumers interact with their brand, which is why these 4 simple steps were made to help improve consumer engagement. But in order to start improving consumer engagement first the brand needs to understand their consumer behaviour.
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