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COMMUNICATING WITH CUSTOMERS

COMMUNICATING WITH CUSTOMERS | IMC Studies | Scoop.it
Advertising through paid media has been the dominant form of marketing for most large companies for over a century. The logic has been simple.
Millie Crossman's insight:

This article expains how competitive the advertising and sales market is today. With the growing competition brands need new means to get consumers on their side to buy their product. It is now so important for brands to communicate with their customers so they can an create a relationship with them and find our what they like and dislike about the products. Brands create certain emotions within consumers and these emotions help relationships to be created between brands and the consumers. It is because of the growing competition in todays market that brands now need to go beyond just basic advertising to promote their product. They need to communicate and engage with current and potential consumers to get them on board with their product. By connecting with consumers they can listen to feedback on their products and make changes depending on what it is the consumers want. By creating relationships and communicating with conumers a brand can achieve results that can "increase in awareness, knowledge, and evaluation to lead to higher sales". To be an effective and successful brand you now need to listen and communicate with your consumers to create relationships and increase growth and sales. 

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Analay Malamala's comment, August 20, 2013 7:57 AM
I like this article!! It depicts of how competitive our markets are nowadays and how competition is hitting brands hard. In response to Millie Crossman's insights about this article, I agree with you entirely when you say that brands create certain emotions within consumers - emotions form relationships between brands and consumers and that is very true! from personal experience, brands do create emotions, intangible emotions that only one feels that a brand expresses, like for me, Converse - emotions such as the coolness, originality, authentic and casual appear kind of emotions that I get from converse that I got to have their brand because it makes me feel comfortable and that of the above, I agree with you completely with brands creating emotions within us as consumers. In addition to brands that need to communicate with current/potential consumers to get them on board, it is not only the engaging and communication that will get those who are not already on, to get on board, but also to sustain those who are on board to remain on board, provided that the experience with the brand is well retrieved by consumers (current and potiential) but also for brands to adapt to the ever changing market and being adaptable to changes with the circumstances of their consumers because that, I believe is a fundamental value in ensuring that a relationship between brands and consumers is developed because the consumer will feel as though that the brands care for them enough to change a few things to tailor to their wants/needs and not based on just wanting to sell products to consumers. Good insights though Millie, and a very interesting article you have chosen!
Sian Arthur's comment, August 21, 2013 8:52 PM
Great article! Interesting to find out how competitive the advertising and sale markets are today! I completely agree with your insight Millie especially about brands needing new ways of getting customers on to buy their products! Also about brands creating emotions with consumers to help relationships be formed! Emotions are an essential when trying to real in customers and form good relationships.
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Why Brand Building Is Important

Why Brand Building Is Important | IMC Studies | Scoop.it
Scott Goodson is the founder of StrawberryFrog. His first book, Uprising exploring Movement Marketing has been published by McGraw Hill.
Millie Crossman's insight:

This article explains and reinforces that brands are more inportant than the products. Products sell because of the brands enforcing them, and it is brands that consumers relate to. "People don't have relationships with products, they are loyal to brands" this is a good way to explain the relationship between people and brands. People put trust into particular brands because of their previous experience with them, If consumers have a positive experience with a product under a particular brand name then they continue to buy what ever that brand endorses in the future. The article also goes on to explain how brands can now be used to inspire people and build communities. Brands activate certain feelings and emotions within their valuable consumers, and each time the brand is endorsing a product these emotions are reactivated and catched the consumers attention. 

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Analay Malamala's comment, August 20, 2013 8:07 AM
Adding to your insight Millie, consumers have relationships with the brands because the brands are of good quality, it is the quality either of the brands service or product that enables a person/consumer, whether current or potential to fully utilise and maximise its uses to their advantage and its from that particular experience of use either of service or product that springs on feels as a consumer about a certain brand. I agree with your insights, I think you made very valid points. very interesting read!
Kellie Ho's comment, August 21, 2013 10:10 PM
I agree with Millie on how people put their trust into a brand because of their previous experience with them because it means that that the consumer will continue to keep purchasing new products that the brand comes out with in the future. Having that sort of effect with the consumers is a good way to help your brand grow some more and hopefully gain more consumers to be loyal to the brand because of the positive experience the original consumers had with the brand before. Brands can activate certain feelings and emotions within their consumers every time they endorse a product and because of that it helps with catching the consumer’s attention and reactivating their emotions connected to the brand.
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Why Mergers Kill Customer Value

Why Mergers Kill Customer Value | IMC Studies | Scoop.it
As part of the integration plan investing in understanding the experiences customers valued, expectations they have along their journey and actively involving customers to co-create a new, valued customer experience is a good place to start.
Millie Crossman's insight:

In this article Christine Crandell eplains how customers are the most valuable asset to a brand. They are what bring in the income and keep the brand going with a positive reputation. She believes that many customers can actually be pushed away because of company integration. Christine then ges on to say that "the disruption and chaos from a merge often drives customers away and is the primary reason acquisitions do not measure up to their projected financial benefits". A lot of companies do not focus on keeping their ongoing customers hapy while the integration process takes place, therefore they lose their loyal customers, which then results in a loss of income. Christine then gives five tips that could help brands with their integration, these tips include ideas such as breaking down the process into four seperate parts to make it easier and to create customer experience assessments so they can get a better understanding of what customers are expecting during the integration and help to improve these areas to gain a better revenue. I found this article interesting and very releet to all brands, customers need to be put first as without their support a brand would struggle to make an income. 

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Analay Malamala's comment, August 21, 2013 8:32 AM
I totally agree with your insights Millie, I also think that customers are the most valuable asset a brand could have, in saying that, I think that another valuable asset is the communication channels brands use, these are the traffic drivers and the perception setters for the brand in the minds and hearts of consumers. Companies or brands that do not retain their loyal consumers have to rethink their strategic approach, as to why they would keep those who are loyal to the brand on hand. I enjoyed reading about the five tips in which the article talks about briefly. Good insights though Millie, good read, good article.
Sian Arthur's comment, August 21, 2013 8:43 PM
I agree with your insight Millie, Customers are a vital asset to any brand. Without customers brands would have no income. Companies need to remember how essential their customers are to their brand.
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | IMC Studies | Scoop.it
Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.
Millie Crossman's insight:

This article clearly explains how the growth of social media sites such as instagram and pinterest has increased the use consumer engagament within the advertising and marketing world. Brands can now promote their name and products without having to do anything at all with the help of online consumers. More and more people are now using social media sites, brands can make the most of this by targeting their customers online and posting visual content to engage attention. This article also explains how consumer engagement through social media has little to no cost to the brands being endorsed therefore it is one of the fastest growing marketing tools in the industry. 

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Analay Malamala's comment, August 20, 2013 8:14 AM
I can relate to this article, as a user of instagram and pinterest, I think that brands who have not already jumped on these social media sites need to get on, it is a useful communication tool, even as an IMC platform in engaging with consumers and also seeing what people are interested in. I agree with your insight Millie, brands making the most of social media sites to target their customers with visual and engaging content posted online. Good insight and I enjoyed reading this article!
Kellie Ho's comment, August 21, 2013 9:55 PM
In response to Millie’s insight, I think brands that aren’t using the social media sites such as Instagram and Pinterest should start using it if they want to increase consumer engagement with their consumers because they are useful communication tools to use to engage with consumers and to see what people are actually interested in. I agree with Millie on how brands are making the most of social media sites to target their customers online by posting visual content to get their attention.