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Scooped by Enele Westerlund
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How are the Top 50 Retail Brands performing on Facebook?

How are the Top 50 Retail Brands performing on Facebook? | Milestone 01 | Scoop.it

013 is shaping up to be a tipping point for the retail industry on Facebook. So far this year retail has experienced the greatest decline in key metrics since 2011. With brands forking over more ad dollars to Facebook than ever before (Facebook just experienced its highest revenue in Q2 2013 at $1.6b) and the number of branded posts increasing by the day, placement and engagement are at a premium.

 

Expion looked at the Interbrand Best 50 Retail Brands list with their social engagement marketing insights software to come up with their F.A.V.E 50 List, and found a number of key social trends in the industry as well as ranking the top brands by their own engagement system.

Enele Westerlund's insight:

As we all know, companies have all flocked to the social media platform, Facebook, in order to keep up to date with technological trends, as well as spread awareness and brand distribution. Even wehn when a company establishes themsevles here, there are still several factors incluencing sales, some of which are not affected at all by Facebook. Although several thousand people can be made 'aware' of your brand, that is only the base of the Communications Effects Pyramid and accounts for, pehaps, 90%. This is where people's cognition occurs and they recognize the brand, but they do not always form affective or conative connections which is what the obejective is in order to move consumers from awareness to actually buying the product/service. 

 

This article details the fact that even though retail company facebook pages may be gaining traction in likes, this is not a direct engagement of their consumers. Even in the event comanies are spending money to push their brand online, there is still a lack in fan engagement and volume. 

 

Using the DAGMAR concept, organisations must push objects in forms of measureable tasks, audience targets, benchmark and direction orientated, and for a specified time period. Retail brands seem to lose customer interest in the first six months by pushing less effective content. This is an indication that their target is broad and general, without concrete measurability, and no direction or time frame. There needs to be comprehension of the consumers, conviction of what their brand represents, and a reason for a call to action on behalf of their fans. This is from the perspective that people are already aware of their brand. 

 

 

Even if a budget were allocated, in terms of this article's content, a retail brand may achieve volume, but do not gain corresponding engagement from consumers/fans. 

 

This article definitely portrays a portion of this weeks topics on objectives and budgeting, in detail, in regards to online branding and communications. 

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Blake Holmes's comment, August 21, 2013 4:32 AM
Hey great article, your discussion of the DAGMAR concept was relevant and was explored by myself too in research for this weeks topic. Measurable tasks and objectives are very important in the undertaking of promotional activity and i feel you have covered this point well, as well as others. Your point on budgeting was relevant also. Ultimately this article differed to mine slightly so was great to read to further my understanding. Thanks
Wenjing Zheng's comment, August 21, 2013 10:08 PM
great discussion on the DAGMAR concept, it is really important for a company to have objectives, so they can measure the business performance, and it is a good used of facebook social media as facebook help brand speed spread the brand, it gain awareness of the brand but actually it do not increase the consumer engagement.
JENNYHA's comment, August 22, 2013 3:22 AM
In complete agreement with your first insight. As a user of Facebook, I find that I am more aware of brands that are active on there but I don’t really engage with them. Also, I’ve never bought something just because I saw it on Facebook. The side ads actually really irritate me and I find them to be less credible so I won’t even click on them.

It is really important, as you said, to use the DAGMAR concept to set those goals and objectives. In relation to this article, I think it's especially important to find out about consumer behaviour i.e. where consumers are, what content they’re interested in. It sounds like brands are just publishing content for the sake of publishing content but none of it really draws consumers in, which is a shame as they’re spending so much of their money and time there.
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Red Bull Stratos Shatters Records—And Traditional Notions Of Marketing

Red Bull Stratos Shatters Records—And Traditional Notions Of Marketing | Milestone 01 | Scoop.it
For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into...
Enele Westerlund's insight:

Integration:

 

IMC is a strategic business structure that aims at generating short term financial returns, and build long term brand value. It is an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs, (Kliatchko, 2008). Red Bull has always had an image of stimulation and extreme activity. Their marketing communications always conveyed this message, and they have successfully integrated this with different sporting campaigns around the world. Red Bull as a company would have to participate with other organisations that would improve the efficiency of what they wish to achieve as a brand. Here, Red Bull organized a space program with NASA that sparked a worldwide interest from your average person to elite athletes, and magazine firms to major foundations (Gates Foundations). This was supported through various media organisations, including Twitter, as Red Bull ‘redefined’ the idea of content marketing, PR stunt, and brand utility. Red Bull is a major corporation and always strictly conveys the same message with their brand – using a decentralized system would make it ineffective for decision making on a global scale, however, being such a wide spread company in different segments and countries, a decentralized system would allow for more flexibility and a more rapid response time. Giving that the message and image of the brand is consistent, continuity can still be maintained. In a case like the “Red Bull Stratos” event, top management involvement would have been necessary for such a large marketing event. 

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David Huang's curator insight, August 21, 2013 11:13 PM

MC is a strategic business structure that aims at generating short term financial returns, and builds long term brand value. It is an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs, (Kliatchko, 2008). Red Bull is a company which has an image about extreme activities. Red Bull organized a space program with NZSA that make people interesting and exciting over the world. This program was supported through different media as Red Bull redefined the idea of content marketing and brand utility. However they are using decentralized system to deliver their message would be a question which is if they are delivering the correct message as their brand does. As a consumer as Red Bull I love Red Bull drinks personally. I believed that Red Bull is about innovation and revolution on what they do to engage all types of consumers.

David Huang's comment, August 21, 2013 11:17 PM
personally I like Red Bull drinks and whatever they are advertising. However i think if they can deliver the correct message which matches their brand is the question. As Enele you stated that Red Bull has an image about extreme activities I believe that is true. The program makes me interesting and exciting too. Thank you.
ZhiPeng Zhang (1132255)'s comment, August 22, 2013 8:03 AM
that is nice comment for the article.
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How The Guardian And The 3 Little Pigs Hope To Keep The Wolf From The Door « BBH Labs

How The Guardian And The 3 Little Pigs Hope To Keep The Wolf From The Door « BBH Labs | Milestone 01 | Scoop.it
Enele Westerlund's insight:

Consumer Engagement:

 

IMC has a range of definitions, one of them being "IMC is an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communcation programs" (Kliatchko, 2008). This scoop details the the sucess of a company/service that was, seemingly, becoming slowly obselete. This company is the newspaper company, The Guardian. Although it is odd for a newspaper agency to have a commercial, this campaign manage to win an award for creativity (Grand CLIO Award) and for the results gained. By managing to create a transmedia experience, The Guardian was able to engage multiple generations on their level of interactivity. This was done through multiple channels such as twitter, other blogging sites, and online commenting options. A transmdia experience is a (single) storyline that is permeated across serveral functional platforms (cellphones, tablets, computers, newspapers, etc) that was able to spark interest and create a following where people were able to 'contribute to' and 'interact' with the news. On their part, as a news agency, it was an interesting move that definitely created content that engaged consumers. 

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Blake Holmes's comment, August 21, 2013 3:24 AM
With the decline of newspaper as a medium due to the emergence of online media and technology, it is very intersting to see The Guardians attempt to engage consumers in this way. Consumer Engagement is crucial as connecting with an audience is one of the primary functions of marketing. The guardian doing this through their use of social media, creating a transmedia experience, shows a valuable method of attempting to engage with consumers. Especially for a company where this method of engagement is unfamiliar. Your choice of article was very wise and I agree with your final view that this move by The Guardian definitely created content that engaged consumers.
Wenjing Zheng's comment, August 21, 2013 9:54 PM
The Guardian create a consumers engaged by used of the social media, so consumer can get in touch with others about the article. this is really good used of social media.
David Huang's curator insight, August 21, 2013 10:39 PM

More and more people read news from internet nowadays. I believe that advertising can capture social media platforms and public opinions. However, The Guardian was able to engage multiple generations on their level of interactivity through multiple channels such as twitter, other blogging sites, and online commenting options. Contribution and interaction will be sparked through people is interest and eventually engage consumers.

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Emotional Marketing: What Makes Buyers Buy - Business 2 Community

Emotional Marketing: What Makes Buyers Buy - Business 2 Community | Milestone 01 | Scoop.it
Enele Westerlund's insight:

Emotional Response: 

 

Firstly, I'd like to commend this article for a small, subtle test it actually has. Emotional and rationalization occur in our neo cortext and limbic system respectively. Our limbic system supports different funtions such as our emotional responses, motivation, long term memory, amongst other things. Although we as human beings are rational creatures our limbic system seems to be prevailant at call-to-action scenarios. We'd much rather adhere to emotional content over a list of words and numbers of rationalization, on average. 

 

There are different emotional marketing strategies that can be undertaken, most of which incorporate visuals and storylines. 

e.g. an ad would capture my attention more if it had appealing photos/footage, a storyline, and image-rich context, as opposed to an ad with words splatter across the forefront. 

 

Emotional marketing provides an important value, especially in B2c markets as you are connecting and engaging people, not computers. 

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Wenjing Zheng's comment, August 21, 2013 8:20 AM
this is a really good article, it discuss the importance of the emotional response in consumer for a company. sometimes emotion of a consumer effect on their consumption of the brand. for example :hell pizza,some people feel offence from its ads,which might leads them have a bad emotion about the product and stop from buying it.
David Huang's curator insight, August 21, 2013 10:46 PM

The article has a small test on emotional and rationalization occur in our neo cortex and limbic system respectively. Most emotional marketing strategies can be influenced and incorporated visuals and storylines. There is an important value provided by emotional marketing in B2C markets as people are real and they can be connected and engaged.

JENNYHA's comment, August 22, 2013 3:35 AM
I agree with your last insight; consumers like to be entertained with images and video. Sometimes there just isn’t enough time to read a long list of words. The most compelling way of entertaining consumers is to make the content relatable. Most commonly when something is emotional, consumers can relate to it.
Do you think B2B markets would prefer facts and numbers since it’s more of a professional and straight audience.
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Google Goes Glam With Moto X

Google Goes Glam With Moto X | Milestone 01 | Scoop.it

known for its utility, motorola takes a sharp turn toward fashion flair with custom-designed device. the pitch: your smartphone is an extension of who you are.

Enele Westerlund's insight:

Brand, and Brand Management:

 

"A brand is a perception resulting from experiences with, and information about, a company or a line of products" (Duncan, 2005). Motorola was a brand company on its own that was also an established leader in technology and a giant in innovation. Google, who recently bought Motorola, has also always been viewed as a leader in technological advancement, has always put hardware specifications and cost first - however, they seem to be restructuring their brand image in regards to this line of products - Moto X. Here they seem to be allowing an emotional bond between the Moto X and their consumers by giving it personality. This is definitely a brand architecture that is restructuring their brand management and are no longer aiming for a market that demands the highest specs, but rather a phone that can truly be more an extension of yourself through the method of mass customization. 

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Blake Holmes's comment, August 21, 2013 3:02 AM
Another article I really enjoyed reading. This article resonated with me particularly as being the owner of a smartphone, I was initally reluctant to purchase one due to the widespread purchasing by countless other consumers. Iphones which are virtually indistinguishable from one another, are a product that has such a widespread use, individuality is a concept that would seemingly never be synonymous with its ownership. The way Motorola has positioned their brand as allowing the consumer to design a phone that is exclusive to and representative of an individual is an idea that I am very excited by. The article and your insight are especially relevant to the class content of brand and brand management as this example demonstrates a brand that has detected an issue with a booming market and repositioned themselves to appeal to consumer individuality, emotion, and compete with brands such as samsung and apple who dominate the market yet are lacking in their ability to fulfill this 'individual' product idea. The article just goes to show how effective brand image is for connecting with consumers and fulfilling consumer expectations. It is adaptations like this that I believe demonstrate excellence as it shows a company's ability to distinguish themselves through innovation in a highly competitive and saturated market environment. Your insight was great to read and I completely agree with all of your assertions. Thanks
Wenjing Zheng's comment, August 21, 2013 9:14 PM
Nowadays, companies are using technology innovation to differentiate themselves with their competition, but the brand management can be a key point to make that success. There are a large amount of people are using Samsung and Apple, this is hard to make a connection with those people that are advocate. They believe in Apple or Sumsung. However I am excited to see how can they deal with this and bring something new in the future.
David Huang's curator insight, August 21, 2013 10:38 PM

According to the article, a brand is a perception resulting from experiences with, and information about, a company or a line of products. Motorola was a leading brand company. Motorola has positioned their brand and allowed customers to design their unique and exclusive phone to represent themselves. The repositioned of Motorola attracts customers with their emotion and individuality to compete with other brands. It is exciting to hear this from Motorola.