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Rescooped by Levi Norton from Milestone 2!

How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | Milestone 2 |
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

Via CIM Academy, Elizabeth Anne Dale
Levi Norton's insight:

In response to the article “how are brands using audience involvement to increase reach and engagement?” in my point of view I feel it was an interesting read where the author pointed out successful examples of audience involvement to engage the target audience. The article stated that social media is the most trendy way of involving and engaging audience. From using social media the article states there are three different ways in which brands can involve their audiences: second screen engagement, collaborative storytelling and famebook fans. Which practically brands have targeted the consumer and replied to the consumer via social media sources. I feel that consumer engagement is a very important aspect in marketing where if you implement the right strategy you will create a huge amount of followers that will benefit your brand.

Elizabeth Anne Dale's comment, September 26, 2013 4:13 AM
Great article Levi, great minds think a like! I too really enjoyed this article, and the three methods provided in this article really do engage consumer's and extend reach through going viral. The examples in this article prove the writer's points and illustrate them really well!
Levi Norton's comment, September 26, 2013 7:53 AM
I found this article very interesting Elizabeth so wanted to put my own insight on the article! I also agree that consumer engagement is so important when it comes to marketing! And a way of successful consumer engagement the article states that to use effective audience involvement pairing with social media sources.I feel that the businesses should implement these strategies to increase brand value
Hendy Han's comment, September 27, 2013 12:14 AM
Nice Levi, this article is really helpful. It helps me alot in understanding how audience involvement able to levitate our brand image. This article give a lot of tools that's very useful to compete in today competitive environment
Rescooped by Levi Norton from Direct marketing and consumer engagement!

5 Tips for Effective Direct Mail Postcard Campaigns

5 Tips for Effective Direct Mail Postcard Campaigns | Milestone 2 |
Even in today's social- and digital-media-rich environment, well thought out direct mail campaigns have the ability to capture a recipient's attention, get them to read and process content, commit.

Via Huiqing Chen
Levi Norton's insight:

In the article 5 tips for effective direct marketing activity is a very educational article for businesses that are wanting to implement direct marketing in order to engage there target audience. The article shows how to create an effective way to successfully engage and connect the target consumer One of the tips I found the most effective was  the tip personalization where the business should states the consumers name , relevant information, and interests about the consumer which can always please customers because it gives them a feeling that they are valued and feel important by the company this method is known that it’s the most effective tool in order the consumer to make a final purchase decision. 

Hendy Han's comment, September 27, 2013 12:14 AM
A really interesting article Levi. This article give a great tips on how to maximizing one of the most useful traditional tool for marketing. Many companies are still using direct mailing as it is still a major medium for keeping in touch with customers. Many companies are to focused on social media, they start forgetting on how direct mail can be a very effective tool
Vic Methven's comment, September 27, 2013 2:36 AM
Hey Anna, I also believe that using direct mail that contains personal content can be effective for consumers, it will add a relationship between the business and consumer and will hopefully engage the consumer to make a response to the communication. Although direct mail marketing is more expensive, it can also be beneficial for both the consumer and company if it is done correctly with the right strategic approach. I enjoyed reading this article.
Ahmed Salman's comment, September 27, 2013 2:43 AM
I agree with your insight shay. i like how This article discusses how you can capture comsumers attentionby direct mail with 5 important tips
Rescooped by Levi Norton from Week 6 - Creating an effective communication mix : Measuring results against objectives!

What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Milestone 2 |
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via Matilda Alisi
Levi Norton's insight:


This article is a very helpful read to understand the first steps of the marketing communication mix. Where the author has stated clearly the definition of marketing communication mix and the types of elements/aspects you are able to implement in order to create consumer engagement. The author states marketing communication mix is used to describe the varied strategies used to advertise and promote a business or its product lines. There are five essential aspects of this type of communications mix include sales promotions, personal selling, direct marketing efforts, general advertising, and public relatons. Advertising is the key element in order to engage and connect with consumers in order to create a successful communication mix. Sales promotion are an offering incentives such as coupons, discount vouchers, and short-term sale prices can often be just enough to tempt consumers into buying a product. Personal selling involves face to face efforts with customers made by the sales and marketing team, with the goal being to generate sales. Direct marketing are approaches such as delivering information through the post to prospective customers, as well as targeted email campaigns touting the benefits of the products, work very well with certain types of consumers. . Public relations effort is very important for all the business. Creating and maintaining a reputation for high quality and fair prices are really important for companies to be successful and increase the chances of remaining in business longer.

Alexandra Sinclair's comment, September 25, 2013 8:08 PM
Thanks Catrina - the basics of "the mix' identified and explained! I guess the lines start to blur a bit though - things like "grab one" incorporate 'coupons' (sales promotions) and direct marketing (internet) eh?
Elizabeth Anne Dale's comment, September 26, 2013 3:18 AM
A really good basic, informative article Levi! It really clearly sets out what the marketing communication mix is, as well as informing on the five key elements. Really easy to read and understand, and your insight nicely sums it up!
Hendy Han's comment, September 26, 2013 9:43 AM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Scooped by Levi Norton!

4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Milestone 2 |

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.


Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.


The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.


The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.


Continue Reading .... 

Levi Norton's insight:


The article “4 simple steps to improve consumer engagement” is a very interesting read I thought, as well it will benefit businesses that are in need of consumer engagement for their product. The article states that improving consumer engagement begins with an understanding of consumer behaviour especially target promotions during holiday season.

In the short term, there are at least four things brands can do to improve their ability to engage consumers online during the holiday retail season and throughout the year.The four are: Start early! start campaigns at least one month before peak holiday season, Segment your audience: avoid message fatique, Consider timing : the timing of releasing promotional materials when its most convenient and Leverage mobile: making purchases possible over mobile phones (smart phones)

Hendy Han's comment, September 26, 2013 9:36 AM
Great find Levi, this article provide a good solution for a company to built a better relationship with their current customers, or even potential customers. Furthermore, It is very insightful that the article relates the evolution of digital media, and use it as a medium to built a better costumer engagement
Kimberley Mar's curator insight, March 18, 2014 11:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 5:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

Rescooped by Levi Norton from Week 7: Integration Across All Media!

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 |
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...

Via Sam Shen, Etain Chow
Levi Norton's insight:

This article is a very interesting read where it states that how integration effects brand value.Also it remarks that advertising and mass media is no longer trusted as a source of communication towards consumers and nowadays the article states that integration is essential. Integration is to tell the ideas but not sell. This puts the consumer, and not the brand, in the driving seat. We are seeing a more integrated, or holistic, approach to solving marketing challenges or maximizing a marketing opportunity. Integration does not intend to say how good the idea is but to tell what can be offered , Also the marketing services businesses changed as well as the agencies that execute these tactics for their clients have had to evolve and modify their offerings. 

Elizabeth Anne Dale's comment, September 26, 2013 3:16 AM
Nice insight Levi, I really like the analogy of putting the consumer in the driver's seat! I agree with a lot that's been said in this article, integration is extremely important, brands can no longer rely on just one line of marketing, an integrated, holistic approach is necessary to build a positive brand image.
Hendy Han's comment, September 26, 2013 9:47 AM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Calvin Henton's comment, September 27, 2013 2:11 AM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.