Direct marketing and consumer engagement
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Scooped by Ashleigh Nicol!

Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | Direct marketing and consumer engagement |
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.
Ashleigh Nicol's insight:

The new Samsung televisions are definitely an evolution in the television technology, however I think the new way in which marketers and advertisers are using this new technology to reach consumers is a bit invasive. It definitely is an opportunity for them to have a direct response from viewers toward television commercials; however, shouldn’t this sort of research be done before the commercial is aired? I don’t think actually viewers should be subjected to this sort of testing.

Of course the interactive level of the new platform will be useful to users and some viewers may even welcome the research however, when is it too aggressive? I do think this direct marketing will help marketers a lot in terms of being able to see viewers’ reactions to commercials and how they relate to ads. It will also be powerful to the viewer, being directly marketed to and engaged in the advert. It will gain their interest and keep it on the advert as they are interacting with it. The information that is gained will be extremely useful to marketers and most likely be very popular with consumers however I can see some consumers being against the idea of this marketing medium.

Leish Snell's comment, September 25, 2013 4:17 PM
I think that it is great that Samsung and Yahoo have partnered up, I personally didn't see two brand/companies that focus n different areas would join. In saying this, I completely agree with Ashleigh on this one. I have always thought companies should encounter a personal relationship with consumers to modify their product to fit their needs, however the approach that Samsung/Yahoo has taken goes far beyond my comfort zone. To be able to see how many clicks, to be able to see how many impressions occurred, it seems far too invasive. I agree that this way of marketing, being interactive and all would be so useful to marketers in the long term, but I can garantee that there are consumers out there like me who just wouldn't want to take part. I personally feel that there other approaches that would be just as affective. Good idea yes, would I take part in it. No.
Gregory Farr's comment, September 26, 2013 12:03 AM
I think it was a very clever move by both companies to work together. It allows Samsung to have an competitive edge over its rivals apple and we already see this here in new zealand with their recent partnership within New Zealand over TVNZ on demand App therefore Samsung has been showing very aggressive marketing of recent times. Joining with Yahoo in order to work together will help both companies extend their profiles and will be an exciting prospect of fans and loyal customers of both brands. I predict as marketing becomes more aggressive we will see more collaboration of companies from different fields working together to expand the range and service they can provide
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Instagram is the consumer engagement king, a report finds

Instagram is the consumer engagement king, a report finds | Direct marketing and consumer engagement |
Brands, listen up. The visuals-based platform registers engagement 18 times that of Facebook and 48 times that of Twitter, according to new research.
Ashleigh Nicol's insight:

I agree that Instagram is an effective way to engage consumers in brands and expose them to products. Instagram does this in a way that is non-invasive to its users and allows them to select what they are exposed to through them searching topics that interest them. As a user of the application I appreciate the non-invasive way that Instagram incorporates advertising within its site. Some other social networking sites use a more aggressive way to engage with potential consumers which can tend to scare consumers away. This may potentially be a reason for Instagram’s success. Also the fact that Instagram has visual based content is a big factor; products and brands are easily viewed by consumers and can be ‘liked’ for later viewing. Consumers can also see how these products are viewed by their followers and friends; therefore they can seek approval on whether to purchase that product or from that particular brand.

On a negative note, what is to say the viewers of these products on Instagram and Pintrest or any other of these sites is actually a consumer. They may simply not have the disposable income to afford these products or may be trying to boost their social status.

I believe that Instagram is effective in advertising products and brands, directly and indirectly, however I would like to know whether these ‘views’ or ‘likes’ have in any way affected sales for these brands and products.

Gregory Farr's comment, August 21, 2013 6:29 AM
Intsagram is and extremely popular website which could be used for consumer engagement. However I feel the article makes it feel a lot easier than it would be to do. I feel instagram is a channel that is under utilised by companies at the moment and I'm sure the popularity of companies starting instagram accounts will increase. Although I feel the article missed the point when mentioning the success luxury brands such as Gucci has had with instragram. I feel using hashtags as an measurement of online success is inaccurate. A lot of the online success of these luxury brands came from the "lavish" era of the internet where it was a popular meme (popular online joke) where people would post pictures of when they felt rich or fancy and throw in designer hashtags like the examples used. This rather reinforces the strong image these luxury brands have among the youth however the photos could be completely irrelevant for example if someone walked past a parked expensive car they would instagram the picture pretend its their own and full the picture with luxury hastags. Though this is still advertising and successful online promotion to consumers the issue is it's being targeted at teen to young adults and unless you are part of the small percentage who are fortunate enough to actually own the products you are not actually the market these luxury brands are targeting. Therefore i feel the article needed to present a successful instragram promotion done by a company that has a target audience more targeted towards the majority of instagram users to show its actual potential rather than the over hyped success of the luxury brands,
Catrina Yang's comment, August 22, 2013 3:59 AM
Jessie Shi: I totally agree with you. I am also the fans of Instagram, and I will check it everyday to see what is new on it. Yes, a nice photo is worth 1000 words. People can hashtag many keywords for their photos. It can be anything you want to hashtag. I think this is a good thing, because people can search the hashtags they like on Instagram. Therefore, they can follow up and being engagement.
Matilda Alisi's comment, August 22, 2013 6:10 AM
interesting article, its amazing how much social networking has evolved. Instagram is one of my favourite apps and i can understand how they could be used for consumer engagement. Photos are worth 1000 words. People tend to engage more with photos rather then reading through articles and comments. Instagram definitly got i right in terms of engaging their consumers and meeting their needs.