Communicating with consumers: the importance of emotional responses
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Direct Marketing and Consumer Engagement

Direct Marketing and Consumer Engagement | Communicating with consumers: the importance of emotional responses | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Gaia Adni
Alice Mau's insight:

Due to growth of social media and other online interactions, businesses & marketers are reaching more and mor consumers at a very personal level . Building relationships that will increase sales. Through popular social media such as tweets, Facebook and blogs businesses are able to increase brand awareness. Taking into account the role of emotions and how it affects consumers buying behavior,with direct marketing, marketers are able to increase emotional bonds with consumers. This article highlights different aspects of the importance of direct marketing. nowadays with everyone having a mobile phone marketers can now reach their consumers wherever and whenever keeping them up to date and notified of any new changes etc. Consumers want direct marketing promotions that are easy and convenient. Direct marketing -if done right = Success. Consumer engagement is crucial - as a person it is great to feel part of something, feel important or cared for. Hence it is important for businesses to always communicate with their consumers and get their thoughts on things - feedback - help businesses improve and fix their mistakes and all in order to meet the requirements of their consumers. Adjusting and Modifying. 

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David Blomfield's comment, September 26, 2013 10:35 PM
This is a great article and looks at the impact of social media on direct marketing. Direct Marketing is effective because it allows marketers to strengthen their relationship with consumers as well as getting feedback about their product. Not only is it becoming more and more popular as a marketing tool but it is also relatively cheap to use.
Alex Wang's comment, September 26, 2013 10:36 PM
I like the example you used, Florence. It is always so crucial to have interaction with customers. Through the communications, customers would think they are considered as a member of the societies. And getting customers involved, they will become more loyalty to the brand.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:45 PM
I agree with you Sean, i believed that direct marketing works best. I feel that receiving emails and texts are not that engaging compare to personal selling. When you market you products or brand directly to the consumers, you can connect to your consumers emotionally and engage to them better.
Rescooped by Alice Mau from Week 6; Creating an effective communication mix, Measuring results against objectives
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Communicating with consumers: the importance of emotional responses | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jillian Hor Maelynn
Alice Mau's insight:

This article touch on the fact that it is crucial for any businesses whether big or smal to create an effective marketing communication mix. Building brand awareness and reputation takes alot of effort and businesses must decide the best way to inform their potential consumers about their product. There are four aspects mentioned in this article that could influence decision making on which communication channel should be used to communicate with consumers. They are target market, communication channel, cost estimates and measuring. First thing first business must identify their target market in order to have a fair idea who their consumers are and keep up to trend with changes in taste etc... allows them to create and produce products best suited for them . Secondly knowing the right way to communicate their products and services whether via radio or tv, billboards, websites and all... thirdly the cost estimates - businesses must ensure that it does not exceed it sexpenses and ensure that the cost is worth it. If too expensive find affordable ways to communicate with consumers. And lastly making sure that the money spent is worth it and try and get feed backs from consumers which will help businesses stay on top of their game and to establish how effective your communication mix is and whether there should be improvements made. 

 

 

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by Alice Mau from Communicating with consumers: the importance of emotional responses. Creating an Effective communication mix. Measuring results against objectives
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Communicating with consumers: the importance of emotional responses | Scoop.it
The emotional core of consumer decision-making

Via Sam Liu, Jordan
Alice Mau's insight:

This article highlights the role of emotions in decision making . To understand consumers businesses' must take into account consumers emotions. Every brand are different and how they are interpret by consumers are different. Why are emotions important to take into account?. Because in order to achieve brand loyalty it is crucial to enusre that consumers has a positive/good experience with the brand because if they had a bad experience with a brand they are most likely not to purchase it again. hence seeing the brand will develop negative emotions which will discourage them from buying. With internet these days people share opinions and experiences online via the review pages of brands hence share their emotion attached to that brand. In conclusion Emotions does play a role in decision making process. 

 

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Hannah Joy Gaisford's comment, August 22, 2013 11:26 PM
Great article Oscar. It is amazing how much a consumer has already made up their mind about a product through their emotional response before they even buy it or come to understand it. It is so irrational to make decisions based on our emotions but we are only human and unfortunately that is what we do.
Swati Tiwary's comment, August 22, 2013 11:39 PM
Yes emotions are definitely how consumers can be drawn to a brand . By giving brands a human quality the consumers can relate to them better
Georgia Mackay's curator insight, September 16, 2013 7:06 PM

The article emphasises the importance of a marketer's understanding of human emotions, and how these emotions link to which brands different consumers go for. It discusses how consumers will use emotions primarily when evaluating brands, even over the information about the brand, such as its features and facts. The article describes a brand as nothing more than a mental representation of a product in a consumer's mind. I think that this is a significant point to note, as a mental representation incorporates the ideas of brand personality and brand narrative, which both support the idea of emotions playing an important role in brand choice for consumers. It therefore makes sense for marketers to have a thorough understanding of human emotions and the link to brand choice, as this understanding can equip the marketers with what they need to trigger consumer action. All in all, a great read (for marketers in particular), offering relevent and useful advice. 

 

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The Power of Ideas; Integration Across All Media

The Power of Ideas; Integration Across All Media | Communicating with consumers: the importance of emotional responses | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Gaia Adni
Alice Mau's insight:

Integration is vital - Building Brand awareness is crucial to any business aiming to achieve higher sales however advertisements are hardly trusted these days. Consumers tend to change their behavior of purchase based on several factors other than just watching tv ads. Businesses need to take this into account and keep in mind that reviews on their brand influences the success of their brand. for example. word of mouth- friends sharing their experiences with your brand amongst each other if its positive feedback than that is good but if its negative than obviously that is bad for businesses. In order to stay on top of the game businesses must communicate with its consumers and ensure that their strong message is delivered through various channel in order to reach their target market/large audiences. With improved commerce and technology it provides more opportunities for integration. 

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Shay Narsey's comment, September 26, 2013 6:44 PM
Markus, i liked this article you have shared also i liked how you mentioned that integration opens up more opportunities for companies and a way to create longevity for any company
Max Downing-Webb's comment, September 26, 2013 6:57 PM
Hi Nona Pedersen, I found this article to be a very interesting read. I feel that integration tends to be overlooked and underestimated by marketers. It is important for marketers to use and integrated approach as you have said and I agree with your insight.
Rui Dong (1248713)'s comment, September 26, 2013 9:16 PM
Advertising business peaked in the late sixties and still plays an important role at the present. However, advertising is no longer to trust by customers, because some products are not the exactly same as they bought. Therefore, the message should be delivered as the same across multiple channels. The three main types of integration are integrated media, integrated creative and integrated teams as shown in this article, and all appear to have an influence in the future of marketing. The author provided two examples, which are Zappos and Amazon to demonstrate marketing integration市场一体化 is effectively creating core creative ideas that can be adapted across every medium allowing businesses and brands to effectively communicate with consumers across different channels. Therefore, if integration deliver wrong message across different social media will bring a negative influence for both brands and products.
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Communicating with consumers: the importance of emotional responses | Scoop.it

Via Mike Kirkwood
Alice Mau's insight:

Advertising increases brand knowledge and brand awareness. Gets your brand out to your target market but is it worth it? Well in order to convince consumers that your brand is reliable and offers great ranges of products and great services businesses must successfully market its products and advertise it to increase brand awareness. The more people know of your product the more likely you have a large number of people purchsing your product. 

 

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Manasi Ambavane's comment, August 22, 2013 10:56 PM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 12:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 23, 2013 9:18 PM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'