Communicating with consumers: the importance of emotional responses
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Social Marketing Benchmarks: Budgets, Goals, and More

Social Marketing Benchmarks: Budgets, Goals, and More | Communicating with consumers: the importance of emotional responses |
Fifita Tui's insight:

I agree with Sam.  I find it interesting that some companies think social media is a main target in their organization than others.   I think that companies that do use social media use this to engage with the consumers and feel connected to the marketing place. 

Shay Narsey's comment, August 22, 2013 7:35 PM
I agree with Marcus on this insight as social media is a very key tool these days in order to engage and communicate with consumers outside of the store. The article outlines the face that social media increases brand awareness by a significant amount. its more about incorporating your brand into peoples personal time.
Matthew Randrup's comment, August 22, 2013 9:26 PM
I agree with Marcus social media is very important as the use of computers and technology is growing with laptops and smart phones that use media such as twitter and facebook. I think it is clearly pointed out by the article that it is one of the best resources to increase brand awareness and this is partly due to the influence that social peers also have on the consumer by giving the brand good feedback e.g. by sharing the brands posts.
Haifeng LIU's comment, August 23, 2013 10:11 PM
It's also interesting to note that there is no mention of goals for "customer insights," "understanding your market" or something along those lines. Perhaps that is implicit in items such as "improve brand reputation" or "generate leads"...but it seems to be an area overlooked by many companies in their social marketing efforts. I do believe that this social media is a great tool to use so if you budget accordingly create objectives you want to achieve social media the new force in marketing will be great for your company.
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Corporate Redesigns That Work - Speckyboy Design Magazine

Corporate Redesigns That Work - Speckyboy Design Magazine | Communicating with consumers: the importance of emotional responses |
To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi

Via samuel slaughter
Fifita Tui's insight:

Companies with big brands need to keep up with the change and easy to use if they want to flow with today’s trends. Some companies would modify their brands to a whole new brand identity.  Companies still need to keep the consumers excited about their products by using a strong brand logo that will catch the attention of the consumers.  As time changes, I can see that companies have chosen to go with a simpler and slicker brand logo designs that would suit the company and the consumers.

samuel slaughter's comment, August 15, 2013 7:47 PM
Consumers these days want slick, advance, material that is easy and simple to use. I feel this is reflected through the evolution of various brand logo designs in an attempt to keep their product in the consumers minds. All the brands in this article have an influence over societies culture becuase of the share wealth they posses. With life in the cities becoming more chaotic, brands consistantly trying to get us to buy their products, and information more available than ever, the public are looking for and wanting simple things with which they can escape reality even if just for a minute. This need for simple thinking is understood by these corporations and so their brand image needs to follow suit, hence the simplified logo designs
Bridget Cashmore's comment, August 18, 2013 9:01 PM
It is important that brands are able to adapt to the changing world around them. In order for brands to keep their brand at the centre of a consumers mind, and to ensure consumer loyalty, companies may have to re-establish their brand or logo. From this article, I can see that the brands identified have re-invented their logo and have chosen designs that are simpler and slick, which can still easily catch the eye of consumers. I personally prefer logos, which are simple and not so in-your-face. The logo shows to me that it is not complicated, ideally reflecting the company or products.
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Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | Communicating with consumers: the importance of emotional responses |
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.

Via SooJin Kim, Zongwu Chen, Linda Huynh
Fifita Tui's insight:

I found this article very useful.  To help your company succeed they would need to use the IMC tools within a market campaign to achieve a positive outcome.  IMC is customer-centric and the three fundamental truths are what the market team needs to understand.

CHEN SUN's comment, August 22, 2013 6:17 AM
Well this is a really nice article reminds us of basic things need to consider when carrying out IMC strategies. It tells us the features of market, media and consumers which are three main and most important components in IMC like PR and marketing campaign. It also shows the importance of IMC because it is more efficient and can better communicate with consumers. At the end the author listed four tips to improve IMC but i believe the most important one is to know who you potential customers are because this can increase potential profits.
Analay Malamala's comment, August 22, 2013 6:46 AM
Good insights Shino, this article provides tips in which brands and companies should utilise for their own benefit, I do think that the different levels of management and areas within the business also need to take these tips and concepts as a resource for better ways in which they communicate and how to maximise and achieve their goals. You make very valid points Shino in your insights and I completely agree that IMC is consumer centric because without effective IMC practices and process, consumers would not exist. good read! good insight!
Linda Huynh's comment, August 22, 2013 3:17 PM
I would definitely agree on how this article defines the meaning of imc and how it should be used. Many businesses these days needs to consider the involvement and communication with consumers with such tools as the social media, via Facebook, Youtube and other blogging sites. Acknowledging consumers opinions when asked, advertising n billboards and doing surverys will increase consumer satisfaction. Having more satisfied consumers, produce more loyal consumers who will spread their opinions to others abou tthis great business, which then expand and lead to great success. Intergrated marketing communication, is an act of communication engaging one with another, involving a business or a brand. Allowing consumers to be together and creating an experience is a great influence in creating a core image and message of the brand in which the marketer is trying to gather and establish.
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How Engaging is your Brand's Communication?

How Engaging is your Brand's Communication? | Communicating with consumers: the importance of emotional responses |
Engaging Brand Communication. We are all engaging, it's within our DNA to be interested and engaged by things. As brand communication has evolved, we too have evolved in the way we engage with bran...

Via Nandy Lihandra, samuel slaughter
Fifita Tui's insight:

To engage in branding we need to be able to communicate in today’s society and be able to trust the brand and connect with the audience.

Alexis-ellen Day's comment, March 21, 2013 1:14 AM
I agree with with this article, i also agree with nandy's statement, that there is great importance in brand communication. I believe despite how well a business has advertised their brands, i believe there is great importance of on the message the brand is trying to convey to their consumers.
Nakita Samuel-Carter's comment, March 21, 2013 6:08 PM
This article though brief does make a valid point in how it is important to create a line of communication with customers and a brand. I like how they mention the evolving of concept throughout the years to show just how relevant it is to a brands success and how people can be in touch with the brand by using multiple vices.
samuel slaughter's comment, August 18, 2013 10:17 PM
This article highlights the importance of interacting with potential customers in a way that keeps them involved and part of the organization, rather than just a passive audience. It also mentions that although interacting with your customers as a marketer is highly important, it is also difficult and takes much design and thought. I enjoyed the article as i gets straight to point and provides me with something i can muse over.
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Your Integrated Marketing Plan Needs Direct Mail

Your Integrated Marketing Plan Needs Direct Mail | Communicating with consumers: the importance of emotional responses |
Combine direct mail with digital marketing for successful integrated marketing – it increases response rates and improves ROI.

Via samuel slaughter
Fifita Tui's insight:

The power of direct mail is old fashioned but it continues to campaign for marketing methods.  For some consumers they would prefer the physical nature of receiving printed material and with the response rates of 14% since 2004 to direct mail marketing while email marketing response rates are down 57%.  I was surprise to read the outcome of this article.

samuel slaughter's comment, August 21, 2013 10:07 PM
This article comments on in my opinion, the future of contacting markets. it is interesting to note that despite a 14% increase in email marketing, responses to these emails are down 54%. This indicates that this medium of contacting your market, although free, probably isnt the best if you represent a company targeted at higher socio-economic groups. Direct mail marketing lloks to be be the way of the future.
Bridget Cashmore's comment, August 22, 2013 7:04 PM
It seems from this article that though email marketing is free and more cost effective, it does not seem to be as successful as direct mail marketing. I feel that this is very true, as a consumer I am bombarded with piles of emails from companies trying to advertise their products; which go directly into my trashcan. I do not bother to read these email and I feel that they are not personalised to me and I am just part of a database, which does not make me feel important.
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Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...

Via Bridget Cashmore
Fifita Tui's insight:

With any brand management to any company is one of the main factors because it’s the face of your company.  It would be a focus point in your company.  I agree with five elements to managing your brand:  Experience, Connection, Engagement, Advocates and Promise as they all need to function together to ensure the brand is strong and satisfying to the consumers.

Anna Kong's comment, August 22, 2013 8:47 PM
I agree with Gibson, great article it's interesting and gives a good idea on what brand management is,
Matthew Randrup's comment, August 22, 2013 10:08 PM
i agree with ahmed that social media is highly important in getting consumer engagement with the brand. I like the mention of the five elements as this can be used as a format to create this connection.
Shichi Zhong's curator insight, May 14, 2014 12:27 AM

Short article but very helpful. 5 elements include: experience; connection; engagement; advocates; promise. The first one is experience which is the most important element in brand management. "you should think through the process of creating an ongoing customer and stakeholder experience", as a brand manager you should keep thinking about how the experience could influence the consumers/shareholders then can easily change the branding strategy for better experience of consumers. Other 4 elements are pretty much based on how the experience is set up.

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Integration of Social Apps and Curated Content Into Websites Said to Boost User Engagement - MarketingCharts | #TheMarketingAutomationAlert

Integration of Social Apps and Curated Content Into Websites Said to Boost User Engagement - MarketingCharts | #TheMarketingAutomationAlert | Communicating with consumers: the importance of emotional responses |

Businesses that integrate mature real-time social applications (such as sharing widgets, real-time comments, live blogs and live chat applications) into their websites claim a variety of benefits, according to a study from Livefyre. Among the 73% of respondents who reported integrating such apps, virtually all (95%) cited some benefit, most commonly greater user engagement with their brand (88%) and direct connection with their audience (54%).

Via CYDigital
Fifita Tui's insight:

I found this article a bit confusing but I agree with the use of integrating digital media as it target different kind of audience and gives exposure to the company and its brand.  I see negative and positive to social apps.

CYDigital's curator insight, July 31, 2013 12:03 PM
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Tim Solsworthy's curator insight, August 10, 2013 3:42 AM

As a website owner... I love all this kind of info.

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How Emotions Influence What We Buy

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

Fifita Tui's insight:

I agree with this article.  Advertised brands have a powerful impact on the marketplace today as consumers feel a sense of connection or loyalty to the brand.  Studies have shown that emotions are influenced by brand’s attributes.

Zongwu Chen's comment, August 22, 2013 6:41 AM
This article shows how emotions affect customers’ decisions making. It illustrates four elements that influence customer behavior: branding, advertising, research information and studies or knowledge about the brand. In addition, when the emotion comes to television commercial there are two other important elements of the brand which impacts consumers’ emotion: rich and powerful mental of the brand and the brand’s advertising and promotions. These components are the main points that impacts consumer decision making process.
Tiffany Tang's comment, August 22, 2013 10:25 AM
I enjoy reading this article a lot. This article give me understand how emotion can largely affect our behavior on purchasing goods or services. I agree with Didia that advertisement can actually affect on how purchase behavior. I think if the business care about consumer first which i personally is very important, the business will be more successful. Not only advertising but i think the attitude from the staff will directly affect the consumer purchase behavior.
Linda Huynh's comment, August 22, 2013 4:01 PM
Never shop on an empty stomach, your emotions go haywire. Anyways, emotional response are very important when it comes to consumers purchasing products. Their behaviour will ultimately influence on whether to purchase a product or not. This article outlines influences in which consumer seek out when purchasing a product; branding, advertising, research and the knowledge of the brand. In the end, what triggers our emotions can draw us closer to a product or draw consumers away from them, emotional response is important in making a sale.