Consumer Engagement
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Scooped by Alex Wang!

Week 7 - The power of ideas; integration across all media.

Week 7 - The power of ideas; integration across all media. | Consumer Engagement |
Regardless of the merits that the internet has made us less warm –hearted and more impersonal, the grim fact remains social media marketing services
Alex Wang's insight:

As this article mentioned, mismanagement of social media marketing might as well result in loss of brand awareness, shrinking of customer base and dwindling sales turnover. The integration across all media could help an organization a lot on promoting its brand, and getting much closer to its customers. The social media also provides the online reputation management, and building customer relationships and providing opportunities to monitor the growth of sales and expansion of customer base. Every company now notices the importance of the social network, therefore, businesses have started using social media to offer special packages, discount schemes and sales and marketing campaigns. So there is no denying that social media marketing services have begun to play an important role for a business.

Florencelii's comment, September 26, 2013 11:25 PM
I agree with you. social media is getting more and more important than before. It helps to build a brand and the relationship with the customers. And i believe that social media will continually improving what it can do on marketing in the future.
Laura Jane's comment, September 26, 2013 11:43 PM
Interesting to think that marketing through social media could be either the make or break for a brand. It is important for brands and business to effectively manage their strategic marketing strategies through social media outlets to ensure they successfully engage with online consumers.
Scooped by Alex Wang!

Week 8 - Direct marketing and consumer engagement

Week 8 - Direct marketing and consumer engagement | Consumer Engagement |
The tentacles of customer experience extend to marketing and sales in ways that unite them.
Alex Wang's insight:

Why I scooped this article is the example is straight forward to our lives, as the author said, we probably all know a Kristene who has a fun and engaging sales style. The direct marketing is to engage consumers from the front line staffs, who are the salespeople. Their approach and sales style will build customer loyalty, and also encourage word of mouth and repeat purchases. From this article, I also see how Kristene communicates with her customers, she would let her customers to know any special events which will interest them, and simply call her customers to check if they like the product they have tried. This is engaging consumers by using direct marketing. Therefore, engaging employees are as potent a marketing tool as the most avid customer.

Florencelii's curator insight, September 26, 2013 2:06 PM

Direct marketing is about knowing your market. Sales people plays an important role in it, direct marketing can be related to customer engagement by how the sales people make the customers feel. For example if the sales people can remember the name of the customers it will make the customers feel so important. And they will eventually become loyal customer. Because face to face marketing is always the best way of direct marketing and if the sales people can use it to achieve customer engagement then it is even better. 

Faheema Mehter's comment, September 26, 2013 7:09 PM
I found this article to be one of the more interesting ones, Alex. I liked the example that was given by the author about her customer experience and I agree with you. The way Kristene engaged the customer and built customer loyalty made the customer feel special and by keeping in contact with the consumer, she used direct marketing to engage with loyal consumers.
Alex Wang's comment, September 26, 2013 10:33 PM
Hi, Florence. Most of the consumers do like the salespeople to recognize them, because they would feel the salespeople treat them as important customers. And face-to-face marketing somehow works better than any other strategies.
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Week 6 - Creating an effective communication mix. Measuring results against objectives.

Week 6 - Creating an effective communication mix. Measuring results against objectives. | Consumer Engagement |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Alex Wang's insight:

In this article, it shows the importance of developing effective marketing communication mix and how an organisation should develop its communication mix. Because marketing is promotion from the 4P’s which are product, price, place and promotion.


To develop an effective marketing communication mix, an organization has to identify its target audiences. The target audiences have to be differentiated into different segments, and use an appropriate channel to communicate with them. And the message has to be specific, therefore it can attract the audiences successfully. The organisation also has to prepare its plan and tactics. After understanding and learning the audiences, the next step is to increase the awareness of its products or brand, such as working on public relations or advertising. Those two strategies will bring a good effort to the organization.


Those points are very important to an organization to create a good communication or marketing mix.

Faheema Mehter's comment, September 26, 2013 6:55 PM
I agree, Alex. It is extremely important for an organization to analyse their target audience and to craft the message to attract audience attention. There are many strategies organizations need to keep in mind when developing a marketing mix and target audience is just one part of it.
Laura Jane's comment, September 26, 2013 10:43 PM
I have read a few articles based on creating an effective communications mix. This one seemed the most relevant and applicable, as it highlights the important foundations of the communications mix then goes on to further explain how to implement them. Simple yet effective.
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Week 8 - Direct Marketing and consumer engagement

Week 8 - Direct Marketing and consumer engagement | Consumer Engagement |
Alex Wang's insight:

From this article, it shows that the importance of the social media. Nowadays, the social media is so important to engaging the consumers. The article applies a study which found that most of the Fortune 500 companies are using social network to promote and build the image of its brand. And the social networks they are using allow those companies to interact with their customers, so they will be able to have their feedback and improve their products or services. The social network is not only Facebook or Twitter, and Youtube is also having a huge impact on promoting companies. Companies can create a Youtube channel for social visual marketing platforms to communicate with customers. This is all about direct marketing, to directly communicate with customers and reach to the effort of consumer engagement. Now, the marketing is more about the interaction with customers, it cannot be only advertising anymore.

Florencelii's curator insight, September 26, 2013 3:54 PM

This article is about how important consumer engagement is to a business and a brand. Marketers can now engage with the consumer/buyer through Facebook, Twitter and Youtube. And the study shows that the rate of the public facing blog is increasing in the past few years. That is, the marketers just have to follow the trends to achieve the result of consumer engagement. Through social network, the brands will gain more attention of the customers and also build a relationship with them. Interaction with the customers is always important to marketing. Gaining feedback from customers is really important for a company to improveitself, and engaging with them is what they have to do to communicate with the customers. 

Alex Wang's comment, September 26, 2013 10:30 PM
I have also read this article. I agree with you, the social network provides another new channel to communicate with its customers. In the past, if companies want to collect feedback from customers, they have to get the feedback by face-to-face or telephone or feedback notes, but now they can get all the information from internet.
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Week 7 - The power of ideas; integration across all media.

Week 7 - The power of ideas; integration across all media. | Consumer Engagement |
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
Alex Wang's insight:

I like this article, simply explains the power of ideas and how to use integration to promote the brand across all media. This article uses a few great examples to let the readers to learn that, integration is not about saying the same thing in different channels, the more important thing is how a unique aspect of the brand and tying it to consumers, and make consumers think that is powerful and engaging. Especially, the Nike’s Find Your Greatness campaign, which is the most successful example to show how important, is a strong message with a meaningful idea that can be expressed in different ways.


And also, there is one thing I realized from this article. The writer mentioned ‘emotion’ for a couple of times in this article, so integration is always about how you connect your message with catching up consumers’ emotion.

Faheema Mehter's comment, September 26, 2013 6:59 PM
Interesting article, Alex. I also think integration is not about saying the same thing in different channels however, i think an organization needs to keep their message consistent throughout different channels so that the audience don't get confused.
Laura Jane's comment, September 26, 2013 10:37 PM
It's interesting that you point out the reference to 'emotion'. What I learnt from effective consumer engagement is the importance of building a relationship and generating an emotional response from your consumers. In this case, the focus of marketers should be on generating an empowering message for their consumers that can be experienced across all media channels.
Rescooped by Alex Wang from Public Relations & Social Marketing Insight!

Branding Communities: A Consumer’s Perspective - Business 2 Community

Branding Communities: A Consumer’s Perspective - Business 2 Community | Consumer Engagement |

When analyzing branding communities we hear a lot of analysis focusing on the brand. This post examines the consumer’s motivations to follow brands on different social media platforms and their expectations when they join these branding communities.


How Consumers Use Branding Communities on Social Media Platforms


Consumers use branding communities to engage with brands. Consumers use branding communities first to share their opinions about a certain brand. Since most brands now actively respond to individual comments, there is mutual engagement between the brand and the consumer. Second, consumers “like” social media platforms such as the Facebook pages of these brands because wait for it, they actually buy and use their products. This is one of the most important factors because this is part of what motivates a consumer to join a branding community....

Via Jeff Domansky
Alex Wang's insight:

The article is about how companies using social media to engage with their consumers, it shows the importance of the companies’ use of the social network. Consumers are more likely to feel like they a part of communities, so they would like to show others they use the brand. When consumers can gain exclusively content, like discounts and promotions, it will be a motivation to consumers supporting the brand.


And also, consumers are more likely to listen to their friends and family than other sources of promotion or advertisements. The article has attached a graph that supports consumer engagement is more about the communications between consumers and companies, but “hard-sell” from company to consumers does not work all the time, the consumer reports or the word of mouth are also affecting how consumers would like to purchase their products or support the brands.

Gibson Zhou's comment, August 22, 2013 8:15 PM
good think article.
Florencelii's curator insight, September 26, 2013 2:19 PM


Social media becoming like a trend of marketing. Marketers used social network such as Facebook to engage with their customer. The customer gets to inform the news of the brand through the page and also leave comments on it. The Brands sometimes also provides discounts or voucher online to the people who liked their page. These are the great ways for gaining attentions of the customer and building loyalty.

I like this article of how it shows real facts with statistic support; it makes the content more convincing. It shows that most of the consumer trusts the words of mouth of their friends and family more than the message of the brands like advertising and email.

Irene Laulu's curator insight, July 31, 2014 8:47 PM

Brand Parity.

The brand parity is not differentiated from its competition, so that consumers develop no brand preference and buy on price which means they choose the cheapest price but not the quality. Some customers prefer the price no matter what condition the brand is but some people they prefer to the brand.  For example Facebook is the most popular social media or brand nowadays how people use this website to communicate with their families and friends. Business use Facebook as their way to advertise their product or services. This is also the cheapest way to communicate with other customers or business.


This relate to one of the communication barriers "Noise" Social media ‘noise’ is at an all time high,  your customers will be actively having to filter out this noise, deciding what they choose to pay attention to. As Facebook become more popular brand in the world this can motivate other customers that haven't been on Facebook yet.


Brand should be positioned so that the target audience will perceive it as different from other brands for example twitter, skype etc. However the brand can tells the customers how the quality of the product and kind of services that each company try to advertise especially online.


My perspective is that Brand is very important because if I am willing to pay more for what I perceive is a valuable benefit.


@Ashleigh Ali