Consumers and IMC
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Consumers and IMC
looking into the emotional connection of IMC and consumers
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Is emotional response the important missing variable in customer experience measurement?

Is emotional response the important missing variable in customer experience measurement? | Consumers and IMC |
The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.
Kerri-Ann Choromanski's insight:

Now days the connection emotionally is becoming more and more important between consumer and products and services. The insights within this article are strong in relation to this. They outline the need to understand how consumers feels towards products and services and methods to push out consumers deeper feelings. They provide good insights in ways to understand the true feelings of our consumer…but like the article says itself why are we so paying so little attention  to measuring their emotional reactions the products and services?

Shaokang xie's curator insight, April 9, 2013 2:27 AM

This article shows that emotional responses are important and need to be seen as important by marketers and companies.Prompting an emotional response in consumers is an important part of communicating and integrating marketing communications. This is because emotional responses can influence behaviour. And behaviour is important to marketers as behaviour changes can mean whether or not a consumer purchases or whether or not the consumer is loyal to a brand. A quote that illustrates a really good point about the importance of emotional responses is this: "It starts with the understanding that emotions are not just touchy-feely reactions. Rather, emotions are powerful influencers of behavior, relationships, evaluation and consideration." This is highlighted further by the following point about the importance of emotional responses: "Evidence from multiple disciplines, including neuroscience, psychology and marketing research shows that emotional response plays a central role in decision-making.".

Vivien Dohyun Jung's comment, April 9, 2013 7:24 AM
Again, it relates to the other article you posted. Yes, emotional bonding is vey important as it helps achieve the ultimate goal of iMC - maintaining a good relationship between the brand and customers in long term. Emotional connections are fundamental as it lead to the imcrease in brand loyalty which results in more profit and ROI.
Becky Norman's comment, April 9, 2013 10:31 PM
I think that emotional reactions to products and services is the marketing of the future. We live in a world where people are so driven by how they feel, that this is communicated in our purchases. Marketers need to look more into their target markets emotions to completly grab them and create loyalty with their brand.
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Setting Goals - Integrated Marketing Communication

Setting Goals - Integrated Marketing Communication | Consumers and IMC |
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Kerri-Ann Choromanski's insight:

This article goes in to a little more depth about IMC objective. Even though it is fairly brief, it gives easy to grasp examples of the types of objectives use and explains the goal setting process. This also helped me to understand how a smaller company can have an effective IMC campaign. I feel that now day’s not only small companies rely on social media but bigger companies as well.  Could this because of the personal interaction with a brand or brand personality?

Becky Norman's comment, April 9, 2013 10:34 PM
I think this has alot to do with personal interation with brands. Wether a company is big or small it needs to communicate with its target audience to build brand awareness and brand loyalty overall bringing brand value. Social media is the perfect example of how such an interactive marketing tool can be used to engage with an audience, as that brand now becomes a person online that consumers are engaging with.
Ying Wang's curator insight, September 25, 2014 2:17 PM

IMC is to managing day-to-day interactions with customers and prospects. So it is very important to set up IMC strategic planning to meet budget for every marketing people in the business. IMC has to be considering in financial aspect although it is to improve brand awareness, increase demand of consumers. Furthermore, social media controlling a business, so use IMC reasonable will be really helpful for a business to avoid fade out day by day in the society.

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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Consumers and IMC |
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...
Kerri-Ann Choromanski's insight:

This article explains how Objectives must be SMART … simple, measurable, achievable, and realistic and timeliness.  When setting objectives for a IMC plan S.M.A.R.T goals provide a “drive” for communication success. The article specifically explains each aspect and how they contribute to putting a plan to action. But are S.M.A.R.T goals the most effective way to communicate your plan?

Jillian Hor Maelynn's comment, August 20, 2013 3:29 AM
interesting article! I agree with using SMART goals in objective, measure and program planning. One of the benefits of SMART goals is that it is possible to measure that they are done. Ensuring that they are realistic also ensures that the goals can be achieved. Continually making unachievable goals such as "I want this program completed in 4 weeks" means that you are training your workers to ignore your goals.
Alexandra Sinclair's comment, August 21, 2013 11:53 PM
Oops, I think we've all scooped this article!! It's a goodie tho...
Hendy Han's comment, August 23, 2013 1:32 AM
A great find Jae Woo. I think this article is really useful for companies to underline their objectives and planning in order for them to initialized their program/strategy. Marketing Communication take a lot of time and effort, this article definitely helping.