Norman's IMC article's (Milestone 2)
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Norman's IMC article's (Milestone 2)
Band process, Consumer and communication process
Curated by Norman Vaz
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Rescooped by Norman Vaz from IMC Engagement and consumers!

How Interactive Displays Are Helping Customers Buy Smarter - PSFK

How Interactive Displays Are Helping Customers Buy Smarter - PSFK | Norman's IMC article's (Milestone 2) |

With the help of partner iQ by Intel, PSFK builds a hypothetical retail store that can better engage customers with the use of digital displays.


In the age of, physical stores have to compete more than ever to provide customers with a shopping experience that rivals the ease and convenience of online shopping.


The use of interactive digital displays are helping to provide customers with an immersive experience that engages multiple senses, something that’s impossible to replicate on the web.


But how and where in-store to best capture the hearts and minds of your shoppers? In this piece, created in partnership with iQ by Intel, PSFK takes a journey around a hypothetical store to point out where a retailer could use digital displays to augment the current experience.

Via Delzin Balsara
Norman Vaz's insight:

This article was interesting to read it talked about how addidas partnering up with Intel has in fact come up with a virtual interaction station for customers when purchasing their shoes. Using IMC as a base they have communicated and marketed their product very well to the target audience, coming out with this idea has not only improved customer experience but also has given the two companies a strong brand name. Not to forget it has helped consumer purchase cleverer by having that close interaction with the product and also made it more appealing for a consumer to invest his or her time and money purchasing the product, as it says in the article “It contributes to a seamless, easy buying experience that comfortably moves the customer along the purchasing path”.

Gavin Lionheart's comment, April 7, 2013 1:41 AM
It's a possitive thing to see when two organisations work together to build a stronger business, in this case addidas and Intel. Giving consumers the first hand experience is good investment in any market in my opinion. By using clever technology to present well of your store is also a bonus, as it is eye catching.
Manea Murray's comment, April 7, 2013 10:30 AM
Interactive displays are the way forward for coaxing customers to buy smarter. The visuals attract consumers, draw them in and persuade them to purchase products. It also gives the consumer a variety of choices to make decisions about purchasing specific products. Based on IMC these marketing plans are strategic, innovative and interactive. This plan allows companies to be competitive with their products. For example, interactive walls and window displays. Overall the article indicates that interactive displays meet both brand and consumer goals along with increasing sales.
Georgia Hogarty's comment, April 9, 2013 11:08 AM
I agree with this article. Brands and companies that work together to come up with a creative way to market a product by using interactive technology, in this case Adidas and Intel. Giving a consumer a first hand experience is a good way in investment.
Rescooped by Norman Vaz from Consumer behavior!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | Norman's IMC article's (Milestone 2) |
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today

Via Francisco Teixeira
Norman Vaz's insight:

Emotions have a huge influence on how we perceive things. This article explains the key points of how emotions have a huge role in deciding what a consumer would consider purchasing. How we as a consumer get influenced in buying expensive things stems from not us practically deciding what we want to buy but rather are emotions decide for us as brands advertises themselves in a light that is always positively inviting. As research has shown consumers perceive "the same type of personality characteristics in brands as they do in other people”. Hence companies who use IMC techniques to understand and target a certain market, need to understand emotion is a necessary ingredient in communicating with a consumer.

Courtenay Poihega's curator insight, August 23, 2013 1:25 AM

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.


The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 


Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Labroye Tauevihi's comment, August 23, 2013 2:49 AM
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 23, 2013 4:25 AM
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.
Rescooped by Norman Vaz from Brands and Brand Management IMC Week 1!

Why A Brand Matters - Forbes

Why A Brand Matters - Forbes | Norman's IMC article's (Milestone 2) |
In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.

Via Erica George, Elly Nooyen
Norman Vaz's insight:

I chose this article because it talks about how important a brand is to maintaining a good image of a company. It relates to IMC where you have to have strong communication with the brand and the customer, as maintaining a brands image takes a lot of time and effort so IMC would be key in analysing the target market of the brand so that it does not lose focus on what is important because what is a brand without its customer. In saying that a well-known and maintained brand for e.g. Apple can sell record numbers off its products because of its strong brand image with consumers already knowing what they are buying into as they have that emotional connection that I mentioned consumers have when purchasing items in my earlier article.

MARTIN LEE's comment, August 21, 2013 9:34 AM
This article helped me to gain insight on how big brands have become common household brands. This can be linked to the strength of their brand identity in the marketplace. A brand is a perception that is resulted from experiences with, and information about a company or product. The article states that many big brands invest heavily to increase brand exposure. However, the article concludes by saying that sometimes, it's the small things that help to build brand identity. The article uses an example of a coin counter at TD Bank. This can be seen locally, with some ASB branches using coin counting machines to target younger savers, then hold on to them through their lifetime.
Norman Vaz's curator insight, August 23, 2013 2:09 AM

This article  talks about how important a brand is in maintaining a good image of a company. It relates to IMC where you have to have strong communication with the brand and the customer, as maintaining a brands image takes a lot of time and effort so IMC would be key in analysing the target market of the brand so that it does not lose focus on what is important. Also well-known and maintained brand's for e.g. Apple can sell record numbers off its products because of its strong brand image with consumers already knowing what they are buying into as they have that emotional connection with the brand visually.

Samantha Brown's curator insight, August 12, 2014 1:45 AM

I thought this article was great as it described branding as not only the use of symbols, logo, word, fonts etc. It also talks about the memorability of a brand and examples of personnel touches that companies can incorporate to make them individual and special to people. A little extra effort shows that you care.