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Scooped by Rachel Bom Choi!

The Importance of Branding for Businesses - EIC Agency | A Fully Integrated Digital Agency

The Importance of Branding for Businesses - EIC Agency | A Fully Integrated Digital Agency | Milestone 1 |
Rachel Bom Choi's insight:

This article discusses what branding is and how important it is to create a strong brand image. Branding is a vital part in starting up a new business; it is what consumers remember you by and everything else that they relate your brand with. Brand identity will not only appealing the business, but will also increase loyal consumers. Also, brands can be developed through many different components such as, unique design, name and etc.; however a brand encompasses more than just a logo. Thus a fully-developed brand identity will  push your business to the forefront of consumers’ minds, making them more likely to recognize you, enlist your service, and remain loyal long after the conclusion of your professional relationship.

shahd saif's comment, August 22, 2013 5:11 AM
I agree with your point on how creating a brand loyalty will cause more customers to think of your brand immediately when thinking of a product, or in other words, the forefront of consumers minds!
May Elizbeth 's comment, August 22, 2013 5:44 AM
I agree with the points being made in this article Rachel. "Branding includes the overall style of your company and the meaning it has to clients" - that about sums this article up! well worth a read.
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Milestone 1 |

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 .... 

Rachel Bom Choi's insight:

This article describes 4 simple steps of how to improve consumer engagement. The first step is to start early,  brands need to launch their online marketing campaigns in advanced to engage with the target audience. If the brand starts to engage with the consumers early through the use of promotions they will be able to reach their target audience. The second tip segmenting your audience suggests how brands can target the early shoppers, the article suggests they do this with more frequent and urgent messaging with offers that have a deadline to encourage the targeted audience. The third tip consider timing explains that brands should understand the customers buying patterns, early morning or late at night. A great idea the article suggests is a system that enables them to release promotions during peak shopping time. The fourth and final tip is leverage mobile plays an important role in holiday marketing campaigns, this is an important tip to reach these types of consumers with email promotions to help interact with the brand on mobile platforms. Overall this article is useful for online retailers which helps brands understand their consumers.

Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 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 12:21 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

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Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | Milestone 1 |
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.
Rachel Bom Choi's insight:

According to the article, IMC (Integrated marketing communication) is fundamentally customer-centric. Since there are various channels exist today, companies should utilize a range of communication tools to effectively convey the coherent messages to audiences. Therefore to maximize success, company needs to manage communication and have comprehensive, coordinated marketing plan or strategies. But, because such social media are evolving quickly and customers are using different forms of media, access and approaches but not found in a single large market rather spread in smaller markets, companies need to constantly changing media tools such as mobile, email and other social media. Thus, an IMC can build the company’s effective plan and goal through knowing all your potential customers, focusing on message content and clarity, embracing guidelines and hiring a team of trusted professionals.

Donnnab's comment, August 15, 2013 4:45 AM
This is such a good and useful article to understand what is IMC is! good one Rachel!
shahd saif's comment, August 22, 2013 5:17 AM
There are many articles and definitions on what integrated marketing is, but this is one of the clearer ones. the points you've highlighted such as the importance of social media can access a larger group of people.
May Elizbeth 's comment, August 22, 2013 6:08 AM
Good point of view Rachel! well worth a read indeed!
Rescooped by Rachel Bom Choi from Consumer behavior!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | Milestone 1 |
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today

Via Francisco Teixeira
Rachel Bom Choi's insight:

This article explains in detali how emotions influence consumers decisions of purchasing. In many cases, emotions have a large influence on most of decisions people make in their lives. According to the article, there are some influential role of emotion in consumer behaviour such as,fMRI neuro-imagery shows that most of consumers use emtions (personal feelings) rather than information (brand attributes) when evaluating brands, emtional response to an ad has greater influence on a customer's purchasing than the ad's content. Emotions are the primary reasons why consumers prefer brand name products, so the brand that's nationally advertised has the power in the marketplace because it creates an emotional connetion to the consumer. Thus, in order to understand consumer's purchasing behaviour companies need to have the knowledge of human emotion. Because companies (brands) with the richer emotional content will likely to have more loyal consumers than the companies without emotional links which influence consumer preference and action.



May Elizbeth 's comment, August 22, 2013 5:37 AM
Good point of view Rachel. I strongly agree with the author's idea as a consumer myself. 'Emotional thinking is a powerful motivational factor in consumers’ purchasing decisions' - That about sums this article up!
Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Peter Simunovich's curator insight, September 22, 2013 11:25 PM
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | Milestone 1 |

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.


I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.

How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.


Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.


Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.


Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.

Rachel Bom Choi's insight:

This article and the attatched video explains IMC very well and helps to understand the whole idea of IMC as well as the integrated advertising. According to the article IMC is stated as "communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" (Bruun, 2012, para.1). Also the video shows that today's consumers are mcuh connected and involved then before through the internet or social media and because they lose the interest quickly yet they are looking for something beyond the marketing message, brands need to activate campaigns across all channels and make sure to communicate with agencies to reinforce the impact and the meanings of the message direct to the consumers.

May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
Wenyu Liang's curator insight, May 4, 2014 7:22 PM

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased.