communicating with the consumer
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communicating with the consumer
effectively communicating with customers and the importance of emotional responses
Curated by Kate Corkery
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Rescooped by Kate Corkery from The Importance of Emotional Responses - IMC!

Branding: Connecting emotionally with consumers | New Media and Marketing

Branding: Connecting emotionally with consumers | New Media and Marketing | communicating with the consumer |
Using emotion in selling & advertising is a great way to touch your audience yet we don't see that much in today's advertising.
Via Erica George
Kate Corkery's insight:

emotion is a good selling tool!


consumers do not often remember messages, they remember moments and experiences. when a brand connects with the consumer on an emotional level; the consumer will remember a special moment that relates to them or they have experienced themselves.


taking it back to the roots and forgetting about being too creative is a good way to communicate and connect on a personal level with consumers.


jaklinissaeva's comment, April 8, 2013 8:07 AM
This article is very similar to the other one, it discusses why emotional responses in consumer behavior is an important aspect to keep in mind for businesses. Social media and PR would be two great channels for this kind of attraction. an example is: The average involvement scores for TV ads in various global database clearly show that ads which focus on an emotional appeal are more involving to consumers than those with a focus on a rational message. This article can relate to this statement because ads which can connect emotionally with consumers appeal to consumers, especially when the connection is something that is personally relevant.
Renee Quarrie's comment, April 8, 2013 9:16 AM
I strongly agree with this article. "Consumers don’t remember messages..they remember moments" is a key quote from that article which highlights the importance of touching your consumer at an emotional level. If you can engage them at that level, they see your brand as more 'personal' rather than a big money hungry corporate. If a consumer likes your brand, they can become an embassador who can work in your favour, especially if they are social network savy.
Tarjana Patel's comment, April 9, 2013 4:47 AM
Exactly. It is important to keep this in mind when marketing. A consumer is more likely to remember and connect with a advertisement which has moments which they can relate to in their personal life.
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The Secret To Effective Communication

The Secret To Effective Communication | communicating with the consumer |
The secret to effective communication
Kate Corkery's insight:

Hear, Understand, Give Back..


effective communication between a business and its consumers is a key way to ensure their consumers feel valued. Business must always look for ways to communication with their consumers in a way that they will understand and like. There are 3 key ways that business can begin this process:


Effective listening - everyone can listen but listening and looking for points of difference in the consumers thoughts/opinions is something that not a lot of businesess do. Listening to the consumer and making them feel heard strengthens the relationships between business and consumer - leading back to brand loyalty and customer satisfaction. It can also be positive for the business as it can help to spark new and innovative ideas to the table.


Understanding - it is all very well for a business to listen to the consumer, buut if they do not understand what the consumer is saying or asking; they might as well not listen. Being able to listen without 100 other things on your mind opens you up to be entirely focused on the consumer. A business may get negative feedback but there is always something positive that can come from this; helping to grow the business.


Give Back - Once a business had heard and understood they need to follow through and act on what has been discussed. The biggest downfall for a business is to overpromise and under deliver.


How huggable is your business?

Alina Oleinik's comment, April 8, 2013 1:04 AM
Effective communication between businesses and their customers can be achieved when both parties listen and hear each other. This enables them to build a relationship and understand each other. When a business understands its customers, it can give back to them and address the issues that arise more effectively. This article makes a really good point about how businesses should take these things into consideration and aim to be HUGgable. They need to hear, understand, and give back to their customers.
Daniel Armstrong's comment, April 8, 2013 6:37 AM
Effective communication is summed up in this article with the acronym HUGs, which is Hear, Understand, and Give back. This is summed up perfectly because if you dont listen and understand your customers needs then how are you going to be able to propose a solution to their problems with your products/services. "If your customers sense that you are communicating with them simply trying to sell them something, they will automatically go into “sales defence” mode."
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Communicating Sustainability: Influencing Consumer Behavior | Sustainable Brands

Communicating Sustainability: Influencing Consumer Behavior | Sustainable Brands | communicating with the consumer |
As noted in a number of recent market research reports (Canadian Business Sustainability Challenges 2012; Unilever’s Five Levers for Change; RILA’s 2012 Retail Sustainability Report), communicating the benefits of sustainable behavior so it...



Kate Corkery's insight:

creating a more sustainable business through effective communication is the ideal. Being able to do this on a more personal level is even better.


consumers want to feel needed and wanted. If their requests/thoughts/complaints are heard and acted on; trust is formed. this creates stronger brand loyalty and gives the brand a positive image.


To be able to create a 'change in action' successfully; a business must first see what their ideal consumer wants and put this into action. People like to buy the things they want; especially when a brand they love has created it. Step 2 is to find the most effective way to communicate changes to the consumer. This could be anything from tv, newspaper, bilboard, online and more. Which is more effective for their consumer - thats up to them.


creating a tool for effective communication is essential in creating and maintaing a sustainable business.


Emily Zhang's curator insight, September 22, 2013 4:13 AM

I agree with this article. Customer communication is very important when applying to a various industries and even it can directly influence to consumer behaviour. In my point of view, an effective communication can help creating a sustainable business. If hear from customer's wants or thoughts, even complaints and acted on, this will build a strong brand loyalty and creates the brand a positive image.


In order to effectively achieve this, a business must clearly know what their ideal consumer needs and to find the most effective way to communicate changes to the consumer such as newspaper, TV, email, billboard, website and more. Because people like to buy the product they want and especially when a particular brand they usually buy.


Therefore, communication is very important as it helps the brand marketing to attract more customers and also helps to make the customers feel that they are important to the company.

Wenzi Liu's comment, September 22, 2013 5:45 AM
I agree with Emily’s opinions, where customer communication is very important. I believed that customer communication helps companies to gain customer loyalties by allowing company to understand more about the consumers’ needs and what in order to satisfy the consumer.
Cen Xun's comment, September 23, 2013 7:59 AM
Companies are always aiming for their brands to change customer behaviour, but before they change that, the should understand the current behavious of customer, and find out how to change it, this is the effects of customer communication. this article explained how the customer communication influence the companies strategy plan