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Integrated Marketing Communications, Brand Management, Consumer Engagement, Brand, Brand Architecture
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The Instore Impact of Customer Analytics

The Instore Impact of Customer Analytics | IMC GROUP |
Levis, J.Crew, and WilliamsSonoma discuss the impact digital channels and data strategies have on their retail sales.
Tibor Napan's insight:

This article really explains Direct marketing and how different brands have used it. It focusses on the databases and what is collect and the flow on effects of this marketing strategy. It helps to understand this concept when it comes to such a popular household name.

Lauren-Elsa Grigor's comment, May 9, 2013 11:19 AM
I like how they talk about the VIP consumers. Some retail stores and brands are very good at making the most of their VIPs however this is changing a lot. Take Kathmandu or Nood in NZ for example, They openly advertise an offer of 40% off the marked full price to "VIP" customers. Basically saying that to be a VIP, all you have to do is walk in and hand over some of your precious details and you get a massive discount. As a consumer and markieting student, This makes me question their mark-ups on the prices, and also, what if you walked in, paid full price and then found out about the deal?
The special treatment that WilliamsSonoma offer soud like they really do make VIPs feel Very Important
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Real Brands Need Real-Time Leaders | Blue Focus Marketing

Real Brands Need Real-Time Leaders | Blue Focus Marketing | IMC GROUP |
The Importance of Embracing Social Media in the C-Suite The impact of social media in the digital bazaar is undeniable.
Tibor Napan's insight:

This article really focusses on how important it is for the top of a companies hierarchy to actually be involved in communicating with their customers (both current and potential).  It shows just how little the top sector of a company can know about their real life, day to day activity.

I believe it is key for top management to actually live life in the shoes of lower level workers to truely understand how business works.

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Emotional marketing triggers the right response - Mobile Marketer - Columns

Emotional marketing triggers the right response - Mobile Marketer - Columns | IMC GROUP |
By Frank Defino Jr.How consumers feel a company’s values align with theirs—and even a company’s overall perceived likeability—are all integral to creating a favorable feeling toward a product or service.
Tibor Napan's insight:

A Company's "handshake" as this article puts it drives sales. The way we as consumers view a company and feel about a brand is absolutely crucial to what we decide to purchase, this was proven in New Zealand when Cadbury had their Palm Oil scandal, which dropped sales of Cadbury chocolate and increased sales of competitor products.


I completely agree with the authors view on emotions here, but can't forget that our views and feelings about a brand only do matter when we have enough of a disposable income to be picky with what products we buy. If we are struggling to pay rent each week are we going to be choosing the slightly more expensive washing powder because its "eco friendly"? Leaves me thinking where that line is drawn...



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Article - Brands at Risk: Restoring Trust through Consumer Engagement By Michael Fisher, Alterian

Article - Brands at Risk: Restoring Trust through Consumer Engagement By Michael Fisher, Alterian | IMC GROUP |
Article - Brands at Risk: Restoring Trust through Consumer Engagement By Michael Fisher, Alterian
Tibor Napan's insight:

This article emphasises a very valid point of how key consumer engagement is. It shows that we as consumers in this day and age have started to expect more. We are more than just the average Joe Blog and we expect companies to come after us individually. 

It's great to see an article on marketing that is actually followed up with factual figures, making it at least appear to be more accurate.

It also very clearly proves just how important it is in this day and age to focus on more than just one type of media - we are from the 21st century and want to be entertained wherever suits us.


This article shows just how important consumer engagement is and that it isn't just as simple as an ad on TV - we need more, we need to be able to trust our brands to not be screwing us over.


it clearly sets out what many people in this day and age forget about marketing, and that is that we are ever changing and learning as consumers, so the way goods and services are marketed to us must follow in suit

Mohammed Bin Afif's curator insight, March 21, 2013 9:32 AM

Consumer Engagement: This article is very informative as it describes the reason for increased consumer engagement and ways to increase this engagement.


In the past consumer engagement was not a priority for marketers who had a limited choice of marketing channels and consumers were content with not being able to engage with marketing.


However with the development of new technology new marketing mediums became available which allowed greater and more convenient methods for consumer engagement. This also changed the expectations of customers. 


A quote from the article is that "consumer engagement is the currency of the new marketplace. The companies that thrive will be the ones who invest in services and technologies that leverage the power of the individual consumer." 


With this increased level of engagement the business must ensure that the same message is being delivered via the entire marketing strategy. This is achieved through integrated marketing communication.


Additional information is needed to have a full understanding on this topic include what type of engagement is possible, and what works best. i.e. consumers could help design a new product online or be involveed in surveys on which products they would like offered in stores and the method of engagement which works best i.e. phone call based via 0800 numbers, quick questionniares or lengthy questionnaires or feed back forms on the counter. 

Ben Hamer's comment, April 8, 2013 11:00 PM
This article illustrates the importance of consumer engagement. In the past customers weren't expecting a whole lot when it came to the distribution of information from brands or companies but because of the introduction of sociall media and global technologies consumers are expecting greater interaction with the brand. For marketing strategies to be effective in todays world they must recognise consumers as individuals and be able to influence their perceptions of a brand or company. Due to the modern world of the 21st century companies must make use of modern technology to form relationships with consumers and also get their message across. This shows how important consumer engagement is and brands must make sure they communicate and deliver on the message they are attempting to portray by using effective integrated marketing communication.
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3 ways your B2B marketing should be about people | With Intent

3 ways your B2B marketing should be about people | With Intent | IMC GROUP |

Via With Intent
Tibor Napan's insight:

Although this is to do with B2B marketing, a business is still a consumer and the supplier still needs to engage with them.


This article reminds businesses that just because their potential customers or target market are larger than the everyday Joe Blog the decisions made are in fact likely to be made by a Joe Blog himself. The facts are that either way a high level of consumer engagement leads to happier customers. 



Analay Malamala's comment, August 21, 2013 1:06 PM
good insight Ksenia - I think that you make some very valuable points about companies establishing their market segments as this enables business to attract buyers within their target market. It is true what you say that "brands live in the minds of consumers". I can name a brand that is living in my head at the moment and that is Samsung. To add to your insights as well I think that brands still need to learn how to engage with their consumers on a basis where consumers are well informed about the recent changes in technology etc,as this is always a game changer I believe - say a mobile phone, Iphones have the "find my iphone" app whereas Samsung has "track me?" I have been a recent Samsung galaxy s2 user, unfortunately lost my phone and was not aware of this feature, anyways, your points are very interesting, this article was interesting too. Great insight
samuel slaughter's comment, August 22, 2013 3:11 AM
i can relate to the idea that the increased use of online media has led to a loss of perspective as only 10% of communication, is made up of the words themselves. If advertisers fail to properly communicate a brands values and ideas it will lead to a lack of understanding and in turn the failure of a brand as it failed to connect with its target market
Michael's comment, August 22, 2013 4:41 AM
You had some great insight on this article and I think the 'Companies dont make decisions, the people within companies do' sums it up nicely. And I also think that companies need to realise that often decision making can come down to just one person so they need to be wary of this and understand the advantages/disadvantages of going through just one person on a potentially large decision.
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The importance of integration — Gas Today — The magazine for Australia’s natural gas industry

The importance of integration — Gas Today — The magazine for Australia’s natural gas industry | IMC GROUP |
Whether in print, online or at trade shows, a company’s marketing strategy needs to cohesively reflect its values and missions to ensure that the right message is communicated across all mediums.
Tibor Napan's insight:

This article really emphasizes the importance of integrating a brands communication tools. It identifies just how important it is for a brand to communicate over a number of different mediums.


I truely believe that the best brands communicate with their customers by keeping them constantly updated on what is happening, but without being too much of an annoyance. Companies need to learn the difference between spamming their customers and communicating with them...It almost seems some companies are too paranoid of spamming their customers to actually stay in touch...

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10 Common--and Effective--Emotional Triggers - Consumer Emotions

10 Common--and Effective--Emotional Triggers - Consumer Emotions | IMC GROUP |
Spur potential customers into action by adding these cues to your marketing campaign.
Tibor Napan's insight:

Although not the most thorough article it does remind us that touching on our target audiences emotions really does work. Managing to hit an emotion when marketing your brand or product instantly helps consumers remember who you and helps them relate to your product.


Belonging for example is one which I have encountered myself, working at ANZ/National bank i have seen dozens of customers come in after the changeover and explain to me just how much they felt they belonged to National bank and how they are going to miss it. It's even further portrayed when customers ask to keep National Bank Memorabilia...why bother unless you really feel an emotional attachment to something?


Emotional triggers really do make customers feel great about your brand.

Lauren-Elsa Grigor's comment, April 9, 2013 8:08 AM
Uh reading this reminds me about the things I don't like about Marketing. How many of those emotions can we attribute to the marketing communication efforts of Tabacco companies in the last 60 years? Or fast food restaurants? This is also how companies effectively market to children. I think taking advantage of these emotions for the greater good is a nice idea but there is no holistic way to manipulate your consumers' emotions. You're Right Tibor, this article could be more thorough but definitely a good talking point
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | IMC GROUP |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
Tibor Napan's insight:

Integration is crucial to a great marketing campaign. The article above really cements that and does remind us as consumers just how much we do remember taglines of companies. For example everybody in New Zealand knows that The warehouse is "Where everyone gets a bargain" and that "just do it" - means you're going to be buying a Nike product.


Integration is one thing that Marketers and brands try so hard to achieve - i.e. spreading that same tagline/brand colouring/style of advertising over all it's products, but barely ever do.


This article also reminds us just how little we do actually pay attention to the Ads on TV and how much time integrating a brands image it actually takes.


This is a very interesting article as it manages to put everything so obviously, and make everything so clear...but why aren't all marketers and advertisers doing it?

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Branding Strategy Insider | Strong Brands And Corporate Growth

Branding Strategy Insider | Strong Brands And Corporate Growth | IMC GROUP |
In what ways does developing a strong brand increase a company’s growth potential?

Via Kerri-Ann Choromanski
Tibor Napan's insight:

I find this article really relates well to how important it is for a company to have a strong brand name and how much easier it is for a strong brand to do well.


Essentially in simple terms - the stronger a brand the easier it is for them to make large scale profits.


But then this also brings up the issue of whether we are in fact consuming the best products or just consuming what we vision as being the best, and on top of that...should we be doing more for NZ companies?

Lilia Storonskaya's comment, March 21, 2013 10:51 PM
The article gives a good explanation of links between the strength of brand and company's success (in terms of revenue, recognition, awareness and so on). However, what it does not mention that the brand strength cannot be developed overnight (meaning the short period of time). All the companies that were used as examples worked hard in the past for many years to build their brands and these days they for sure engoy the benefits of their hard work.

Furthermore, I agree with you. That got me thinking, do we as consumers give a real chance to other companies to establish their brands? Or we just buy and use what we know best without willingness to switch? Also, as an example, we all know the "bad sides" of Coca-Cola; alot was said about its unhealthy influence. But we keep using it because it is such a strong brand that we tend to close our eyes on the negative points. Is it also a part of company's success?
faisal bin afif's comment, March 22, 2013 12:10 AM
A strong brand arguably would allow a business to leverage of this to gain a larger share of the market. Depending on the business and its strategy increased revenues through increased market share may be more important than charging more to increase revenues. Otherwise the strength of a powerful brand cannot be underestimated by the marketer and must be leveraged through an integrated marketing communication strategy to generate maximum benefits. Therefore the importance of a firms brand is paramount to all marketers.
Avi Prasad's comment, March 22, 2013 12:32 AM
I agree with the article, yes strong branding strategies can lead to strong growth for a company but it has to also do with the market you are in as well, not only that matching a strong brand with the ability to match what the brand strategy is selling to the consumers is crucial, failure to do so will lead to negative brand image. I also agree with Faisal, yes it would lead to a greater market share and like the article states allows the company to charge somewhat of a premium because of the brand image of that company. Brand strategy how ever like Fasial has said only a component in both a integrated marketing communication strategy and marketing strategy.