Communicating with consumers: the importance of emotional responses
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Rescooped by Francesca Perry from Creating an effective communication mix.
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3 Tips for Developing a Social Strategy with Jones House Creative

3 Tips for Developing a Social Strategy with Jones House Creative | Communicating with consumers: the importance of emotional responses | Scoop.it
Like most things, social media marketing requires effort and smart planning. Many of our authors come to us feeling overwhelmed at the time and energy required to maintain multiple platforms - Facebook, Twitter, Pinterest, ...
Francesca Perry's insight:

This article is particular relevant for today’s world. Today there is such intense marketing through social media nearly every company uses some aspect of social media and if a company doesn’t they are most probably going to be seen as a successful company. Although it has done wonders for most companies, the social media tools need to be used carefully and thoughtfully as it can become so easy for companies to overwhelm the customer with useless or irrelevant information leaving the customer feeling annoyed and created a negative opinion towards your brand. This article suggests carefully planning out what social media websites you are going to use and start planning ahead for holidays, specials, sales etc. this will help the content to be relevant and not be rushed onto the site and unorganized. The second tip is to try incentive marketing, occasionally offering them something tangible not only encourages their engagement, but builds your audience interaction as well. The overall goal should be to connect and retain your consumer’s attention. And the third piece of advice is to have a strong support team within the company dividing out the workload so each person can put in 100%.

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Parambir Singh's comment, September 26, 2013 4:24 AM
I agree with Francesca’s insight that nowadays there is such an extreme marketing through social media virtually all the corporation practices certain traits of social media and if a business does follow that then they are perhaps going to be perceived as a successful business. While it has done miracles for numerous brands, the social media tools need to be used wisely and considerately because of the reason that it can become so easy for corporations to overpower the purchaser with inadequate or inappropriate information leaving the consumer mood irritated and formed a undesirable belief towards your brand. This article proposes the companies should sensibly plan the social media websites they are going to use and start preparation ahead for breaks, specials, auctions etc. this will help the content to be significant and not be hurried onto the location and messy.
Parl Harrington's comment, September 26, 2013 6:18 AM
I agree with Francesca’s idea on this insight, I think it is true that because social media marketing is widely used by almost every companies sometimes it can become too much and overwhelmed. Yes it has done wonders for many companies and organisations but not everyone reaches the same success. It’s all depending on how well you use it to make it an effective marketing tool, on the other hand it can create a negative reputation towards your brand. Marketers who uses social media marketing needs to ensure they plan their work properly to provide the best relevant and appropriate message for their campaigns. Giving irrelevant information is useless it doesn’t just cause annoyance for customers but a waste of money for the company at the same time.
Rescooped by Francesca Perry from Communicating with consumers: Emotional responses
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Branding Strategy Insider | Rethinking Emotions In Marketing

Branding Strategy Insider | Rethinking Emotions In Marketing | Communicating with consumers: the importance of emotional responses | Scoop.it

Via Natalia Goloskokova, Chontelle Ah-Ping
Francesca Perry's insight:

This article discusses the importance of emotions in consumer behaviour. Emotional responses are very important for brands to consider, the emotion of the consumer will often directly affect weather the consumer purchases the good or service being offered and will often give the consumer an opinion on the  brand. This article talks about how our emotions have a direct impact on consumer decision-making. Emotional thinking works much faster than rational thinking. Our gut feeling directs very quick reactions. The emotional brain processes sensory information in one fifth of the time our cognitive brain takes to assimilate the same input. This would be the argument of cognitive vs. affective marketing techniques. The author states that using emotions in communication will therefore draw your customer’s attention. Some brands that use very obvious emotional marketing is Hells pizza and Tui reaching out to the humour in their consumers with their controversial campaigns. 

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Harshika Mistry's comment, August 20, 2013 6:26 PM
A very well written insight Vrinda. I strongly agree with you that emotional thinking works faster than rational thinking. It is true that when consumers are confronted with a brand that they are strongly engaged with, there is a high chance for them to experience emotions towards the brand. It is very important for brands to build customer loyalty as these consumers tend to have emotion and feel attached to that particular product and would therefore repurchase it. The article explains and illustrates specific examples of the different techniques marketers use to enhance emotional responses. Brands are more likely to become successful in IMC if they enhance emotions in their marketing communications.
Manasi Ambavane's comment, August 21, 2013 3:15 AM
Yes i agree with article and Vrinda Emotional advertising always works than rational advertising. All the beauty products are emotional advertising like they say if dont use these beauty products your skin will have bad effects. Even Social campaigns like dont drink and drive or anti- smoking. Even example u have given is perfect like when you are attached to some brand then you end up buying the product even if you are with less of cash.
Jordan's comment, August 22, 2013 11:06 PM
This article focuses on the importance of how our emotions ultimately influence what we buy. It covers the science behind why we make decisions, in regards to our emotional response.
“Emotional thinking works faster than rational” which is a statement that intrigues me, and I now understand the importance of creating a good brand image, as it is an instant for consumers to create an emotional bond towards s brand or product. Therefore it is vital that the marketers understand their consumers, and produce material that is emotionally appealing to them, while still achieving IMC.
Rescooped by Francesca Perry from Communicating with consumers: Emotional responses
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Using Storytelling to Strengthen Your Brand

Using Storytelling to Strengthen Your Brand | Communicating with consumers: the importance of emotional responses | Scoop.it

Storytelling is one of the most powerful ways to breathe life into your brand. By giving your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience. In order for consumers to form a personal connection with your brand, company stories must be authentic, creative and inspirational.

 

Emotional branding is a progressive marketing strategy that has the potential to drive revenue and increase customer retention.How a person feels about your brand typically determines whether they buy your product. When you tell a story that embodies human challenges, you create an experience that resonates with your customers.


Via Chontelle Ah-Ping
Francesca Perry's insight:

This article states that storytelling is one of the most powerful ways to breathe life into your brand. It suggest that you give your product and services an identity for people to relate with. This is interesting to me because it is a concept unfamiliar to me that I have not learnt much about. The article says the stories should be personal, to think about how the brand was born and what inspired you. Some successful example I can think of are one Apple because everyone knew about Steve Jobs as the man behind the company and inventions it wasn’t just “apple” the brand, another one is Whitakers; through their adverts and packaging they have informed their consumer on how the company came about and why the chocolate brand exists today. 

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Alexandra Renall's comment, August 21, 2013 10:21 PM
I thoroughly agree with both Jordan's insight and points made within the article. The idea I remember in most detail is that emotions must resonate with your target audience "In order to be a good storyteller, you must listen to your audiences so you can genuinely understand their desires and concerns." There is a very wide range of people in society. If a marketing campaign is to be successful, one must specifically pin down WHO they want to connect with on an emotional level.
Maka Tuwe's comment, August 22, 2013 5:57 AM
This article discusses a branch of emotional marketing which is storytelling when marketing a brand or a service. As the article states how a person feels about your brand typically determines whether they buy your product. The reason why storytelling is so powerful is because it is captivating. In order for these stories to be captivating they need to be personal stories to represent where the person or the brand have come from and where they are hoping to go.
Labroye Tauevihi's comment, August 22, 2013 8:46 PM
"Storytelling is the oldest form of passing knowledge", I agree with this statement and how it can be applied to emotionally engaging consumers. Stories are made to enhance emotions and build a stronger connection with potential or existing customers. These emotions can influence the consumers on whether they purchase the product or not. The more the story can connect with the consumers on a personal level, the more likely they are to participate in the purchasing of your product. Emotions are a strong factor in people and when dealt with correctly can be an advantage to the brand.