Consumer engagement
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Rescooped by Fifita Tui from Understanding intergration!

Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Consumer engagement |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Georgia Kirkham, Crystal Harvey
Fifita Tui's insight:

I agree of this article but mostly about the part where it is states that spending more money on a brand is more effective in the integrated marketing campaign.  Fragmentation is making sure that you have the selected the right audience with the right message to the consumers with the positive outcome.   

Swati Tiwary's comment, August 22, 2013 10:32 PM
I agree with jarrod's insight. It is important to keep the message constant among all platforms in order to not let the message get lost and getting the consumers confused.
Swati Tiwary's curator insight, August 22, 2013 11:02 PM

Todays media platforms are vast and far reaching with some media messagesd reaching certain niches of the market and mass media reaching all the masses. Every brand has a marketing message that the relay to the consumers. They want this marketing message to be engrained in the minds of the consumers and for them to be able to retain it. Hence it should be made sure that the marketing message is the same and is constant across all the media plat forms. if this is not done the marketing message could get lost or the consumer might get confused as to what is the marketing message of the company.

Dallan Milich's curator insight, October 1, 2013 10:23 PM

This article talks about the fragmentation of todays audiences as the channels of media are increasing, which in term means that gaining attention form a specific audience is harder to obtain and are in smaller groups. I agree with what the article says about not needing to spend the most amount money to have the best and efficient integrated marketing campaign. The example used is McDonalds. McDonald’s has had the same campaign since 2003, which off the top of my head is ‘Im lovin it’. The article also talks about an integrated campaign normally takes 2-3years to take flight and that many companies mistake is not seeing results fast enough which results in the message of the company to keep changing which confuses the consumer and isn’t imbedded in their memory.  After reading this article I have come to understand that to achieve a strong IMC (integrated marketing communication) in a business takes a heavy commitment, consistency and dedication over time

Rescooped by Fifita Tui from Consumer engagement and IMC!

Consumers Embrace Social Media for Brand Engagement, AR Poised to Grow, and More | Social Media Today

Consumers Embrace Social Media for Brand Engagement, AR Poised to Grow, and More | Social Media Today | Consumer engagement |
New Year

Via Callum Sweeney
Fifita Tui's insight:

Social media plays a huge role on consumers and how it influence in today’s marketers.  This article has been a great insight on how social media could be used to visualize and interact with their consumers.

Cen Xun's comment, September 26, 2013 3:40 AM
good article, its explained the important role which social media played for communicate with customer and in a marketing strategy.
Emily Zhang's comment, September 26, 2013 5:27 AM
This article effectively analysis the importance of IMC in a marketing strategy. Nowadays, social media has become the most effective trend to create consumers' loyalty and trust. Most companies used it as a communication tool to deal with customer; thus social media can also affect the customer's decision making.
Norman Vaz's curator insight, September 26, 2013 8:40 PM

This article talks about why social media is vitally important in todays business world. The article stated that consumers are more likely to trust the brand if they have some sort of social media sight. In my opinion this is true as in todays technological world everybody believes in social media.

Rescooped by Fifita Tui 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
Fifita Tui's insight:

This article was very insightful to know the ways the consumer follows and view brands on different social media by using the communities to engage with the brands and buy their products. 

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




Rescooped by Fifita Tui from Brands and brand management: the importance of branding!

The Importance of Branding for Businesses

The Importance of Branding for Businesses | Consumer engagement |

Via Nandy Lihandra, Crystal Harvey
Fifita Tui's insight:

For, a business to survive in the marketplace today is crucial and by doing so branding is the number one effective strategy.   This article has given an insight of how branding is important and for the consumers to engage itself with the way the brand is being carried out to attracted its target audience.

Catrina Yang's comment, August 22, 2013 4:29 AM
Jessie Shi: This is a good article for letting people understand what is branding and why it is important to companies. I think eye-catching design and a unique name are important for a brand, because people can remember this brand easily. This articles shows some success branding examples. I found that McDonald is interesting, they incorporated the word "Mac and Mc" into their product names, like "McNuggets" and famous "Big Mac". This makes people really easy to remember.
Matilda Alisi's comment, August 22, 2013 6:40 AM
This is a great article on branding and its importance. I now have a better understanding about how branding works and what brand identity is. Branding is more than just a logo instead its the experience that consumers walk away with after working with the brand/company. There were great examples in this article such as Coca-cola, Macdonalds and Apple.
Samantha Brown's curator insight, August 11, 2014 7:39 PM

Branding is very important to a business or organisation as your brand is your identity and the way in which consumers identify or remember you. Creating an individual brand that represents you and your company is very important in the process to distinguish yourself or company from other competitors and to make yourself memorable. 

Rescooped by Fifita Tui from consumer engagement!

4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Consumer engagement |

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.


Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.


The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.


The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.


Continue Reading .... 

Via Crystal Harvey
Fifita Tui's insight:

To understand and improve consumer engagement is to follow the four steps that would lead up to the connections with the right consumer at the right time.  Consumer engagement is designed to target marketers to interact and connect with the brand and by doing so brands would need to keep up as social media has a major effective on the consumers. 

Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers