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Scooped by Alexandra Renall!

Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Consumer Engagement |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Alexandra Renall's insight:

This article succinctly explains the importance of generating SMART objectives in a marketing plan. I specifically noted the valid point about "Achievable" objects. It would be damning for a marketing company to promise a client unrealistic results. This is why every marketing professional should carefully evaluate plans before they liase with a client. The marketer should continually ask themselves whether they believe the proposed ideas are realistically possible to achieve. As the article briefly mentions, many companies have a modest marketing budget to work with. At times, it is more beneficial to achieve 'small' results for a client; 'thinking big' may result in a campaign failure thereby wasting a client's entire annual marketing budget.

Chelsea-Rae Dawson's comment, August 20, 2013 6:42 PM
I agree with your insight on this article, Alex. The point you have raised about the importance of generating SMART objectives in a marketing plan is very valid and always necessary. Regardless of whom your client may be and what they require, you must ensure that the objectives of your plan are "simple, measurable, achievable and posses and element of time." If all of these aspects are not covered in ones marketing plan, it can be difficult to do your job well. When carrying out any marketting task, it is important that we as the marketers ensure that our goals are achievable and realistic rather than just sounding good on paper.
Jordan Smith's comment, August 22, 2013 4:59 AM
This article states the importance of having objectives in place for an IMC campaign, they must be “simple, measurable, achievable and posses and element of time” I think this is a good guideline to follow as they are able to help create a clear concise message. These guidelines are all able to interlink and rely on one another in order to work effectively. I think that the point it raises about having “simple” objectives is important as this then allows you to measure results more easier, as having defined one defined objective can then be more easily measured and evaluated.
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4 Reasons Why Your Marketing Will Die Without Integration

4 Reasons Why Your Marketing Will Die Without Integration | Consumer Engagement |
One word: Convergence.
Social media marketers need to harness media convergence and integrate direct and advertising to maximize the impact of their various communications, on and offline.
Alexandra Renall's insight:

This article successfully expresses the importance of integratation in the marketing domain. I have to agree with the author when he exemplafies the necessity of integrating messages in both  traditional and new media. If one fails to integrate communication, a brand will not be memorable - As the author stated "Impressions develop a branded thread, that with the repetition begins to stand out from other messages." Because there is an increasing amount of commercial touchpoints in society, (With the rise of social media etc) it is imperative that brands market a consistent message. 

MakanakaTuwe's comment, August 20, 2013 5:39 AM
This article addresses the widespread use of social media platforms and how the use of social media has moved from just being accessible on the computer but has now spread to mobile access. As the article has emphasized this requires any business communication that occurs on any platform to be integrated to ensure an understanding from the target audience. What makes integration of a business' communication important is the startling fact that consumers receive 3000 branded messages a day. With integration the message one sends to the consumer is easily received as it stands out and makes sense. Additionally the importance of traditional media is stressed with the fact that most shared stories on social media platforms come from traditional media. This reflects that although social media platforms are used, there is a need to maintain a balance between traditional media and new media.
Jordan Smith's comment, August 22, 2013 6:06 AM
An IMC approach is essential, as all promotional tools should be used to convey a key message, this is relevant to number two as “online conversations start with traditional media”. Although traditional media is thought to be less favorable now as the web becomes wider, it still however plays an important role as they are able to then drive consumers online and validate it further, therefore both the two can be used to reinforce one another.
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Don’t Let Them Go! Maximize Brand Loyalty with Customer Nurturing

Don’t Let Them Go! Maximize Brand Loyalty with Customer Nurturing | Consumer Engagement |
Your customers deserve as much attention as your leads, if not more. For the same reason you do not stop watering a plant once it is grown, you should not reduce your nurturing efforts after conver...
Alexandra Renall's insight:

I have to agree with rule number 1 - "Be authentic - Don't give them a reason to leave." Communicating truthful practices will help a company build long-term relationships with customers. This will prove to be beneficial as maintaining long-term relationships often enhances brand equity. 

Sue Unerman who assisted developing the academic book “Tell the Truth: Honesty is the best marketing tool” mentioned that “brand truth” works. She stated that clarifying the truth and communicating the truth regularly is one way to assist making marketing tools efficient.

The point about listening is also significant. Customers have more power than they have ever had before due to the emergence of two-way feedback. Social media sites such as Facebook allow consumers to engage directly with members of a company. Evidently, companies will benefit by listening to consumers. 

Chelsea-Rae Dawson's comment, July 30, 2013 7:20 PM
I definitely think rule two is a winning strategy in terms of maximizing brand loyalty. -"They will tell you what they want." A key part to any relationship is listening and communication. By acknowledging and taking into account the wants and needs of your consumers, you can then better your practices to suit accordingly. As stated in the article, "78% of consumers show loyalty by spreading the word about your company and products." This should be used to a businesses advantage, make the most of the word of mouth as it is one of the strongest tools you can have.
MakanakaTuwe's comment, August 2, 2013 12:59 AM
I strongly agree with what the author of this article has written. The analogy of a plant is very powerful and speaks volumes about how customers and clients need to be taken care of in the same manner a plant needs to be watered. Sometimes the issue at hand is that the business owner believes that interaction with the customer ends when the product has been purchased, they do not realize that businesses thrive on customer loyalty. Personally, the first point is what struck out to me. It is important for a business to be what they say they are by staying true to the values they presented to the customer. If a businesses’ message is we take care of our customers then let it be that. In a market that is crowded by many products and services “keep your message consistent throughout the purchase cycle”.
Jordan Smith's comment, August 2, 2013 9:27 PM
I think that number 2 is really important "Listen and they will tell you what they want" as it explains there are many media channels out there today, especially with the likes of social media anyone is able to post about their experience with a brand whether it be good or bad and sometimes this can be really damaging for a brand’s reputation “Do not see it as a threat but as an incredibly rich source of information that you should use in order to maintain a high quality relationship with your client”. Feedback from customers should be seen as an advantage to brands as if used in the right way brands can then take this into consideration and work on improving their customer’s experience. Therefore effective communication is essential as it can lead customers to feel valued and increase brand loyalty.
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How to make your brand irresistible |

How to make your brand irresistible | | Consumer Engagement |
Alexandra Renall's insight:

'Home in on the heart ' is a compelling statement; every marketer should remember this simple advice throughout their career. This article mentions an "emotional platform is the most compelling one for a brand." It is evident that at times, the most successful brands can forget how important emotional platforms are. When the New Zealand public discovered that Cadbury was using palm oil in its chocolate, an array of angry responses were noted. A proportionate amount of loyalty for the Cadbury brand disappeared, and the brand is still attempting to regain consumer trust almost five years after the incident occured. Cadbury failed to recognise that consumer emotions play such a significant role in consumption patterns.

Michael's comment, August 22, 2013 12:01 AM
I like the way you picked up the article was saying that an emotional response is a great way to engage customers, and I think its important to remember that this could affect both new and returning customers. I completely agree that companies need to use both traditional and modern forms of advertising but that these two must work together rather than fight against each other. I think if companies can do this well there's no reason why they can't be successful in their market!
Jordan Smith's comment, August 22, 2013 7:09 AM
I definitely agree that how a consumer connects emotionally with a brand is crucial as it determines whether or not they will remain loyal. Alex used a great example of Cadbury and palm oil and how there decision ultimately lost them customers. However I also agree with number about “Something old, something new” there is a great emphasis on how online media is more important that traditional forms however brands need to realize that traditional media is still as important as it often it aids in driving consumers to online media which may have not been possible without it.
Sam Wilkinson's comment, August 22, 2013 6:49 PM
It seems as though most of these theories are crossing over and saying much the same thing which, in a way, makes a lot of sense considering this is IMC. Anyhow I found the article interesting and liked the way they specifically talked about the "world saturated with media platforms and marketing messages". I agree with what you say about not forgetting about traditional marketing forms. Although, for the purpose of creating emotion with marketing, i think that social media ( with the 2 way communication etc.) is and will continue to be a more useful medium.
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What is Branding? And Should Small Businesses Care?

What is Branding? And Should Small Businesses Care? | Consumer Engagement |
What is branding? This articles answers the question in terms small businesses understand, and offers 4 quick and inexpensive ways to reinforce brand.
Alexandra Renall's insight:

"Branding is about creating an identity" - No one will ever remember a brand if it fails to establish a unique identity. I find it very interesting how the article mentions Starbucks in particular. Starbucks has succeeded in creating a universal personalised system in which the customer is king. As the article mentions, the consumer will know what to expect from the Starbucks brand regardless of what part of the globe they are situated in. Starbucks executives have managed the brand so well, that the product is not even considered the selling point - it is the established service and identity of the brand. Since studying brand management, I have noticed that people own items such as phone covers with the Starbucks logo. It seems some loyal Starbucks fans have obtained the perception that Starbucks resognates with their identity.

Chelsea-Rae Dawson's comment, August 20, 2013 6:35 PM
As stated in the articel "branding is what creates customer loyalty. ". This statement is very true in the fact that the brand is more often than not, what a consumer will look for when purchasing a particular product. The way Starbucks is discussed in this insight is a perfect example. The fact that you can always count on Starbucks for being high quality is very true. Regardless of where you go, you can rely on there usually being a Starbucks and you can count on the familiar taste that is loved worldwide.
Jordan Smith's comment, August 22, 2013 5:53 AM
I think coke is a great example of branding, as it is a brand that is recognized worldwide and has managed to successfully “create an identity”. The way in which it has done so is through logo and packaging, as well as successful IMC campaigns one of cokes campaigns even included packaging that was personalized you could get your own name of the front of your coke bottle or can. This was able to connect consumers even more so to coke, as it took personalizing a brand to a literal level. As this article states branding “It’s what sets one company apart from another” and coke continues to actively seek to do this.