Engaging Consumers Effectively
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Engaging Consumers Effectively
How does IMC relate to consumer engagement, and how does consumer engagement occur?
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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? | Engaging Consumers Effectively | Scoop.it
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.
Victoria Sweeney's insight:

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.". This article shows that emotional responses are important and need to be seen as important by marketers and companies.

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Callum Sweeney's comment, April 8, 2013 7:48 PM
I really liked this article! It was very comprehensive and insightful. The diagrams were very interesting and gave the article alot more depth and credibility. Emotions are very powerful as humans are very emotion based. Most purchase decisions are based on emotions and are not fully rational. It is extremely important for marketers to understand this.
Zeisha Amy Flavell's comment, April 9, 2013 3:53 AM
I believe that a consumers emotion is such a huge part of IMC as emotion will define weather or not a consumer will stay/become loyal to your brand and a brand is nothing without consumers. So I find this article very interesting and very important to know in the marketing field of study!
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Innovations key to customer engagement | ITWeb

Innovations key to customer engagement | ITWeb | Engaging Consumers Effectively | Scoop.it
Businesses must treat customer experience as physical and emotional, according to experts.
Victoria Sweeney's insight:

Providing a unique experience for consumers is definitely a way to get them involved and engaged. Many people long to be a part of something new and different, and by providing consumers with a new and innovative customer experience, consumers will invest in the brand both emotionally and financially. Consumers take ownership of the brand, and become engaged, and create an emotional tie to the innovative brand.

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Zeisha Amy Flavell's comment, March 20, 2013 9:01 PM
Yes, providing a unique experience for your consumers is an excellent way to get them both involved and engaged within your company. But providing a unique experience is a lot harder said than done. Marketers compete with each other everyday to come up with new ways to engage customers. The aim of this to create a bond with customers so they will invest in your company both financially and emotionally in the future. Which leads back to brands.
Callum Sweeney's comment, March 20, 2013 10:52 PM
This article is awesome. I love that consumers can get as attached to a brand as one of their best friends. Brands make up who we are to some degree and play a big part in how we interact and relate to eachother. Unique and personal brand experiences will add to this loyalty greatly.