Communicating with consumers: the importance of emotional responses. Creating an Effective communication mix. Measuring results against objectives
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Communicating with consumers: the importance of emotional responses. Creating an Effective communication mix. Measuring results against objectives | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?
Jordan's insight:

Apple are wonderful example of a company that have created effective communication mixes, and based on the fact that they have been such a  strong brand built on strong brand equity, it has had to review itself for the changing markets, where they have measured there results against their own objectives.

 

This article is relevant to the IMC concept. Retailers are sometimes so busy running their operations that they lose sight of which they are running it for and neglect acting on insight, this can be detrimental to apple, as they are being undermined. What they can do stop this happening is creating incentives for retailers etc…

 

Businesses have great opportunity to being ‘piggy backed’ by brands such as apple, where they can use their strong brand associations to build their own brand equity. Retailers have the potential to create effective communication mixes. Things that retailers can do are deliver experiences, as shops are more than places to buy things, so it is imperative for retailers to promote and create parallel marketing communication mix to that of apple. 

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Emotional Marketing: What Makes Buyers Buy - Business 2 Community

Emotional Marketing: What Makes Buyers Buy - Business 2 Community | Communicating with consumers: the importance of emotional responses. Creating an Effective communication mix. Measuring results against objectives | Scoop.it
Jordan's insight:

This article concentrates on how the brain functions and how "we are wired for emotional response". we as humans are not designed to listen to reason, however emotions are the key driver when it comes to our purchase decisions. big companies  communicate their brand based on loyalty and trust and are able to connect emotionally by the different forms of IMC (mediums such as tv adverts, online blogging and sms) this can be seen as a great success to the companies. it is important to understand that if good rapport is created, the long lasting brand loyalty is created. The key finding is that decisions are made based on emotion, it is imperative for businesses who wish to communicate there product/service, to do it correctly in order to gain the right emotional response from the consumer.

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Brittany R Taylor's comment, August 19, 2013 8:13 PM
The article shows that consumers are wired to respond to emotions. Using multiple platforms to target emotions from your consumers, will often end up with people purchasing your goods/services. But communicating with your consumers is easy, but connecting and communicating with businesses is harder and trying to use emotions to connect with the business may not be possible. However if you target your market right, using different medias like television or pictures in magazines, then your brand will get across to your market easier
Brooke Miller's comment, August 20, 2013 8:16 PM
This articles shows how trying to provoke a emotional response to products can be more beneficial than simply stating the facts. Consumers these days are more inclined to purchase a product if they have been brought to an emotion of some kind, whether it is negative or positive, rather than just knowing about the product. The facts, while important to the knowledge of the consumer, can sometimes not give an impression of emotion or connectivity, which can throw off a customer, especially when the two are side by side like the example given in this article
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Evaluation of Effectiveness of Marketing Communication Mix Elements in Nigerian Service Sector

Jordan's insight:

The article is very theory based, it focuses on the importance of creating an effective communication mix, measuring results against objectives. Organizations exist to attain certain mission for undefined period of time. In order to exist in the business for a long period of time, organizations must look for effective and efficient ways of doing business activities to achieve organizational objectives.


due to the competitive nature of business, in order for businesses to function it is imperative that they utilise an feective marketing communication mix. 


The reasons why, are basically, if implemented correctly businesses are able to achieve whom they are targeting, how often, and create possible brand loyalty if the communication mix is utilised correctly. The use strategies, tactics and activities involved in getting the desired marketing message to intended target markets can be achieved through  the use of Public Relation And Publicity, Advertisement, Sales Promotion Personal Selling, Direct Marketing. 

 

Based on the article, ways in which marketers look to measure results agsinst objectives is by a means of market research, from this they are able to get opinions from whom they are trying to target. they get first hand knowledge, another way to get statistics and data, they can draw a stron relationship between the businesses overall performance, which can be directy related to the marekting communication mix. peace betc

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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Communicating with consumers: the importance of emotional responses. Creating an Effective communication mix. Measuring results against objectives | Scoop.it
The emotional core of consumer decision-making

Via Sam Liu
Jordan's insight:

This article focuses on the importance of how our emotions ultimately influence what we buy. We make decisions based on past experience, and also marketers efforts. The idea that brands are a mental representation of a Product is a great way to express this! I now understand the importance of creating good brand awareness, as it is instant for consumers to create emotions towards a product, it is critical that marketers get this part of the consumers decision making process. The way advertisers market the product using IMC and having a thorough understanding of consumer emotion as this can create positive and successful conversions, brand loyalty, feedback.

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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.