Consumer Engagement
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How negative word-of-mouth marketing can lead to more sales -

How negative word-of-mouth marketing can lead to more sales - | Consumer Engagement |
How negative word-of-mouth marketing can lead to more sales As the report, "The Positive Power of Negative Word-of-Mouth," puts it, "The very instance of negative engagement is both a warning and, when best practices are employed, an...
Neshalin Naidu's insight:

Week 8- Direct marketing and consumer engagement

This article was particularly interesting as it used an intriguing example throughout. It elaborates how negative word-of-mouth from consumers can be converted into a positive marketing regime to increase activity and sales. LoyaltyOne operates an Air Miles Reward Programme, when controversial changes were made they were able to establish that the most vocal customers were the most valuable and had an emotional connection to the brand. Actively corresponding with these passionate customers to answer questions, clarify details and remind consumers of the company’s attractive core values increased collection activity by 36%. This just shows that if there are sufficient resources to directly respond to consumer concerns in a timely and genuine fashion then negative publicity can be converted into successful consumer engagement. To me this article just further highlights the importance of coordination with respect to IMC, direct marketing and consumer engagement and that any communication can be tailored to improve business. 

Tyler 's comment, September 25, 2013 7:32 AM
A very interesting article Neshalin. It shows how negative word of mouth from consumers can be converted into postive markerting which overall will increase activity and sales. Also agree that the article highlights the direct marketing and consumer engagement.
Benjamin Finnigan's comment, September 26, 2013 12:16 AM
This article is very interesting, personally i thought "There is no such thing as bad publicity" was just a saying. However this article shows that negative word of mouth can actually translate into positive results. this is a very interesting aspect of consumer engagement
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Marketing Marvels: Customer Engagement 101

Marketing Marvels: Customer Engagement 101 | Consumer Engagement |
What is the point of customer engagement? Successful IMC is measured by the extent of customer engagement used as the redefined value of profitable relationships. Profitable relationships with customers prove distinct ...
Neshalin Naidu's insight:

In order to engage potential customers a company must invest heavily in creating and maintaining a rewarding and profitable relationship with consumers. Social media has contributed hugely towards communal sharing in terms of consumer preferences and views. Therefore this article's message on how social media can benefit companies seeking to better engage their consumers is very relevant. Reviewing and researching consumer trends by manipulating social media can be highly beneficial in understanding and developing better methods for engagement. The dominant growth of social media influences me to believe that it will in fact be the future of Integrated Marketing Communications.

Tyler 's comment, August 15, 2013 2:41 AM
Consumer Engagement is the ultimate point in which a brand and a consumer connect in order to offer a true experience related to the brand's core values. It is a long term connection that must be enhanced over time. This article provides a clear understanding of consumer engagement and how profitable it is for a company.
Leonid Bondarev's comment, August 22, 2013 3:16 AM
I agree 100% that the social networking and generally online marketing communication is one of the biggest communication tools that we as marketers have to use for successful communication. What is the measure of success; in the and its all about intangible value creation and above all larger then average returns for our organization.
Benjamin Finnigan's comment, August 22, 2013 7:02 AM
Good insight Neshalin, good summary. from this article i found interesting the consumers actually want a relationship with a company and this is done through imc
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Consumer Engagement |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Julie Tarm
Neshalin Naidu's insight:

Week 8- Direct marketing and consumer engagement

This article describes the new found importance of direct marketing in an age when the amount and environment of platforms are increasingly diverse. Direct marketing through social media and other online interactions can be used to develop the emotional bonds between marketer and consumer. This facilitates immense growth, as communications are more personal. Smartphones contribute hugely with their evolving marketing tools and platforms that allow consumers to engage more readily with companies. An example used in this article that was truly enlightening was that of European airline EasyJet. Via email, the company targeted all customers who travelled with them during the February 2012 school holiday period, but did not rebook for 2013. Each message was carefully customized to include prices starting at less than the customer paid the previous year. As a result of this direct marketing effort that was personally tailored to engage its consumers, profits increased by 28%. 

Wendy Pham's comment, September 25, 2013 8:26 PM
Direct marketing hold a massive part in IMC. This article illustrated some statistic which can be used as the evidences for how the direct marketing effect the productivity of the business in a possitive way. There is a method for the brand to improve their relationship with customers that was mentioned in this article. With the developement of social media and modern technology, it is now easier for marketers to engage with their customers.
Wonyoung Kim's comment, September 25, 2013 11:51 PM
This article talks about the success of a direct marketing campaign that can have for an organisation, with the development of social media and other online media use. This is a way for brands to become personalized, which can improve connections between consumers and the brands. Also this article emphasizes the way in which direct marketing can reach on the go consumers with mobile marketing tools, and thus direct marketing is becoming a preferable choice of marketing as it is relevant to today's typical consumer's lifestyle, in which people are looking for things which make their lives easy.
Benjamin Finnigan's comment, September 26, 2013 1:44 AM
this article talks about how the growth of social media has increased the relevance of direct marketing for companies. social media allows brands to use direct marketing to target customers and create emotional bonds. When done correctly this can lead to huge profits for the brand.