Emotional Responses in IMC
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Emotional Responses in IMC
Communication with consumers and their emotional response
Curated by Holly Eden
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Rescooped by Holly Eden from Direct Marketing in Consumer Engagement
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Emotional Responses in IMC | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Duane Hulley
Holly Eden's insight:

Topic: Is Direct Marketing Relevant in relation to IMC?

 

I think this article was interesting in the way that it put emphasis on smart phones as a way for marketers to directly market to their target consumers. I personally also use my smart phone to receive alerts about special offers etc, and I find this is a great way to find out about new products. The example of ‘EasyJet’ was effective as it showed that direct marketing was very successful for this company, and that the way they integrated it into their marketing was valuable.   

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Duane Hulley's curator insight, May 8, 2013 5:50 AM

With the growth and power of online interactions, direct marketing has obtained a greater relevance in marketing today, with marketers better able to reach more customers directly on a personal level, than ever before. As illustrated in the article, companies such as EasyJet are becoming more customer-based through the idea of customer-led co-creation where a smart phone app, allows consumers to be in control of what content they wish to receive about a company’s products and services, anytime, and anywhere; in real time. Quite simply, anything that makes life easier or more convenient creates motivation and therefore interest for the consumer to engage in their products. Equally important is that marketers can use the idea of convenience of customers to exploit new offerings through this service directly without creating dissatisfaction from excessive marketing and information overload proving effective and strategic IMC.

Laura Killgour's comment, May 9, 2013 3:11 AM
With social media and other online interactions playing a huge part in consumers lives, it is not surprising that marketers are putting emphasis on direct marketing through these mediums. The power of online interactions and social media creates a greater chance for marketers to get a response from consumers as they are communicating on a personal level. With the smart phone apps, consumers are in control about what they receive and therefore marketers are developing higher chances of consumers responding to the app.
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5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW)

5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW) | Emotional Responses in IMC | Scoop.it

Integration across multiple platforms, whether its social media, SEO, e-mail, or offline, is just as important as creating the content for a particular marketing medium. (5 Tips for Optimizing and Integrating Your Social Media Content http://dlvr.it/DwsGN)


Via Maurice Parisien
Holly Eden's insight:

Topic: Integrating ideas across all media channels

 

I think the five tips in this article are relevant towards how a company should integrate their communication across all media types. Ideas for communicating to consumers through media methods such as online media can either take off or in the case of The Columbus Dispatch, enable the company to miss a great opportunity. In relation to IMC, this article displays the fact that an idea (however powerful it is) must be integrated across all media types (newspaper, television, social media) to ensure it has a powerful consumer response. I think that if it is not integrated, consumers may get confused or not believe in the idea.   

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Cen Xun's comment, September 27, 2013 4:17 AM
Thanks for sharing this article and I learned 5 useful tips to ensure successful integration. 1. Make it easy to share. 2. Don’t assume the name for something should remain its name. 3. Keep an eye on trends. 4. Don’t expert go viral, but be prepared. 5. Optimize and integrate all the digital assets. By using these tips you will have greater success in optimizing your social media content.
Elaine Li's comment, September 27, 2013 6:08 AM
Joly, this article is really helpful and practical states all the tips clearly for us to optimizing and integrates social media content. Nowadays, in the competing online marketing environment, it is hard to achieve business goals. So companies need to implement these five tips into their strategies.
1. Make it easy to share.
2. Don’t assume the name for something should remain its name.
3. Keep an eye on trends.
4. Don’t expert go viral, but be prepared.
5. Optimize and integrate all the digital assets.
Selina EverHungry Nihalani's curator insight, October 7, 2013 5:46 AM

This article talks about the importance of integrating communications across several media channels and gives 5 tips to ensure successful integration. Marketers can lose opportunities if they do not implement integration. Making content easy to share can encourage people to share the content/information to others thus increasing the reach of the content, it can increase traffic to your site as a result help to reach your communication goals. Being able to adapt content and keeping eye on trends can also be beneficial as search engines can update and relate information back to your original content, bringing even more people to your website to view your content. Knowledge of popular trends can be useful to understanding what is important to audiences. Another tip is about being prepared yourselves for viral messages. Foreseeing such a reaction can mean you are better able to measure the success of the message and you will be better able to capitalize from the hype and reach.  Integrating social media is very important to IMC as more and more marketers make use of social media tools in the marketing of their brands. The 5 tips talked about in this article can optimize companies marketing communications.

Rescooped by Holly Eden from Account Based Marketing
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Emotional Marketing: What Makes Buyers Buy Part 2

Emotional Marketing: What Makes Buyers Buy Part 2 | Emotional Responses in IMC | Scoop.it
This is a continuation of my recent post Emotional Marketing: What Makes Buyers Buy, where I talked about how humans are wired for emotional response and listed ways that should manifest in our marketing decisions.

Via Carlo Arioli
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kevin bang's curator insight, April 9, 2013 2:14 AM

This article tells us that emotion is what gets people to buy products. I agree with this statement. Though, emotion needs to be there, reading reviews on the product you want to buy does help alot as well. As mentioned within the article that I also agree on, researching on its facts and figures isn't as important as people won't remember it later on. Combining these two factors can help significantly on whether to buy the product or not.

SooJin Kim's comment, April 9, 2013 8:41 AM
A very interesting article, emotional connection though various mediums is an important aspect of marketing. Also, people always want to get feedback on products they haven’t used before, especially if they are interested in the product in the first place. I also agree with your opinion on facts and figures, often people neglect the product if you just see numbers, people just get intimidated. An emotional approach and reviews are an effective combination.
kevin bang's comment, April 9, 2013 9:37 AM
Indeed Soojin, it is less likely for people to look up facts and figures as it isn't really relevant towards their buying expenditure. I think reading reviews before purchasing something is extremely important. How else would you know what the product is like? How would you know if the product is good or bad? Is there any harsh ingredients within the product you're trying to buy? Being oblivious to ask yourself these type of questions and not getting these answers from reviews can cause much distraught towards a person. You may like the product you're seeing but without knowing something about it can diminish your emotion towards it
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The Dilemma for Direct Marketing in a Social Media World

The Dilemma for Direct Marketing in a Social Media World | Emotional Responses in IMC | Scoop.it

In an age of social media and marketing transparency, should direct marketers reconsider some of their tactics? I thought about this recently when I received an immense box measuring 30” x 10” x10” at my office.

Holly Eden's insight:

Topic: Direct Marketing: the ultimate in consumer engagement?

 

Social media seems to be taking over the world, but direct marketing still has an interesting effect on consumers. This is because the message is going directly to the consumer, therefore they may feel special, engaged or included within the company. Marketers must adapt the way they direct market, as it can be very costly. Using social media and direct marketing together could be the ultimate way to engage consumers, as it will reach more consumers at a lower cost. In relation to IMC, marketers could use their direct marketing method in every aspect of their marketing activities (promotions, store displays etc) so that the message does not confuse consumers, and therefore any engagement they had with the product may be lost.

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Jack Tang's comment, May 9, 2013 7:25 AM
I agree with the author that not everyone likes marketing. In fact, some consumer thinks that marketers are very annoying. But marketers are still here and works very well, and personally I like marketers, I think they are the one who sent out the messages about different product and services to us so it saves our time when it comes to research from us.
Kevin Chai's comment, May 9, 2013 10:46 AM
The article seems to revolve around a single strategy of gving the customer half of a product as an incentive to purchase the other half. While his examples got repetitive, it did drive home the point that different customers do appreciate different approaches. The example was a fairly clever tactic that showed how much more creative marketers have to be rather than relying on the outdated tv advertising bombardment.
annabel rollinson's comment, May 10, 2013 4:03 AM
Marketers need to plan very carefully when it comes to direct mail and using social media, things can be portrayed in different ways by different people, and different customers react to different things therefore marketers need to create a marketing programme that suites to all target markets.
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Why Logos With Hidden Meanings Work So Well

Why Logos With Hidden Meanings Work So Well | Emotional Responses in IMC | Scoop.it

Logos are designed to do three primary things: to represent a company’s brand; to be iconic and recognisable; and to engage the audience to create an emotional response. This last one is arguably the trickiest to get right.


One way that clever designers have engaged their audience is to create logos with hidden or layered meanings, subtly or not-so-subtly building a dynamic logo with which people can connect.


Here’s a look at some examples of hidden meanings in logos, to see how it can be done and how it can produce such successful logos.

Holly Eden's insight:

The actual brand logo can attain an emotional response from the consumer. Clever logo creation has been used by many companies, with hidden meanings, to allow the consumer who gets it to feel like they are connected with the company. I think feelings and emotions are how a company should communicate with their consumers, as I personally like to feel a part of something when engaging with a brand. In terms of IMC a company should use their iconic logo in every marketing communication activity they offer, to ensure remembrance of the emotions that consumers might connect with the product that is on offer.  

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Laura Killgour's comment, April 8, 2013 2:44 AM
Hidden messages seem simple enough, hard to create, but worth the hard work as consumers have shown to be more attached to a brand when they 'get' the hidden message. I think this is a good marketing communications technique, and I personally smiled when I saw the hidden messages throughout the logos in the article. For example I see the FedEx logo all the time and never knew it had the arrow, it now makes more sense to me as a consumer why it was always such a plain brand logo, and I will now always remember that logo.