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Rescooped by Lily Tran from Public Relations & Social Marketing Insight
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Integrating Social Media with other Media is the Key! | Marketing Director Blog

Integrating Social Media with other Media is the Key! | Marketing Director Blog | Online discussions | Scoop.it

How are you integrating social media at your workplace? If you are not spending time integrating, you may be headed in the wrong direction....After working with social media platforms, I have really found the key to success is “Integration”.

 

Integration of social media into other forms of marketing media and business processes is the key to success. At some point, I think the term social media will go away and people will once again refer more to the internet as a whole rather than social media.Here are some great ways to integrate social media into your current marketing media and your business processes...


Via Jeff Domansky
Lily Tran's insight:

Brent Pohlman believes that using social media collaboratively with other media is the key especially with modern society. Integrating social media with other forms such as brochures will enhance the exposure of the business. Ways to integrate social media into current marketing media can include brochures, content marketing, tradeshow marketing, client services, invitations, job recruiting, developing new leads and keeping in contact with existing clients.

Brochures are a great way as it gives people a quick easy way to find basic important information without having to search for answers. For more information or questions consumers can go on twitter or facebook or other social media and ask questions to the company directly and is similar to client service which is allowing clients to use those social mediums to online chat to the helpline. A great way to engage consumers is to have events where they are able to have access to new products and/or use them. Although Pohlman says social media is important, it is not the answer but a part of a business marketing campaign and should be used with marketing media rather than on its own. I believe that social media is becoming a more dominant part of modern society and it will become inevitable that all businesses one day will be using social media to promote their brand. 

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Danielle Petersen's comment, September 26, 2013 7:48 AM
@Lily Tran I agree with Lily. The points in the article were to the point and explained in detail so that you got a full understanding of what it was they were discussing. I totally agree with the statement “Social Media isn’t the answer, it’s part of the system” While yes, Social media is now a massive part of everyday life, it is not going to be right for every business or every customer, for this, it is good to make sure you have ways you are contactable through social media (i.e facebook twitter and the like) but ensure you have other ways to be contacted and other platforms you advertise on.
DavidShin's comment, September 26, 2013 9:26 AM
@lily Tran, I agree with your comment that Social Media is almost the Key marketing method these days.. especially for most small businesses! as it attracts their target market and the usage of social media apps,websites,mobiles etc are constantly increasing and the gap between mobile users and non mobile users are shrinking by the second.
Brochures are very good, I personally think that the motivation level must be quite high to read a brochure and then go on to potentially seeking for more information through social media pages because people will not risk to waste time to show interest on brochures that are irrelevant to them... especially with current times where people are living faster than ever.
Jooyoung Kim's curator insight, May 12, 2014 9:45 AM

According to this article, the key to successful business is integrating social media with other media. The secret to successful "Integration" is the transformation of social media into marketing media and business processes. Some ways of integrating social media into current marketing includes the use of brochures, content marketing, tradeshow marketing, client services, invitations, job recruiting, developing new leads, and keeping in contact with current clients. These help to ensure effective promotion and exposure of businesses in the market. However the article did emphasise the fact that social media is not always successful. That being so, it is important to  continue to focus on sales, creating new accounts and retaining current accounts. 

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United Airlines Continues To 'Fly The Friendly Skies' - MediaPost Communications

United Airlines Continues To 'Fly The Friendly Skies' - MediaPost Communications | Online discussions | Scoop.it

This article demonstrates the use of media integration to promote a product or service. United Airlines have utilised all dimensions of the media including the radio, newspaper, social media, magazines, television and digital advertising. The airline demonstrated all the friendly aspects of the airlines and in different settings indicating that their friendly service is not only on while in the air, but also during transits from airport to airport all over America. They emphasize their slogan which is “Fly the friendly skies” showing that all of their features are all user friendly such as spacious leg space on flights and Wi-Fi friendly also. This campaign is effective as it communicates a single message and shows it in such various ways so that customers know what kind of company they are. 

MediaPost Communications United Airlines Continues To 'Fly The Friendly Skies' MediaPost Communications "'Flyer-friendly' resonated in feedback from our customers and co-workers," said Tom O'Toole, United's senior vice president of marketing and...

Via Alysha Mackenzie
Lily Tran's insight:

This article demonstrates the use of media integration to promote a product or service. United Airlines have utilized all dimensions of the media including the radio, newspaper, social media, magazines, television and digital advertising. The airline demonstrated all the friendly aspects of the airlines and in different settings indicating that their friendly service is not only on while in the air, but also during transits from airport to airport all over America. They emphasize their slogan which is “Fly the friendly skies” showing that all of their features are all user friendly such as spacious leg space on flights and Wi-Fi friendly also. This campaign is effective as it communicates a single message and shows it in such various ways so that customers know what kind of company they are. 

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Kristy Leong's comment, September 26, 2013 6:36 AM
@Janessa’s comment, “United Airlines Continues to ‘Fly the friendly skies’” I agree with you that it was a great campaign as they were able to use multiple channels to get across the same message through TV, radio, social media etc. The emphasis in the slogan ‘fly the friendly skies’ shows that they are a friendly business and will do what it takes to keep the consumer happy. Using all media channels was a great way to target a much larger audience.
Danielle Petersen's comment, September 26, 2013 8:00 AM
@Lily I like how this article was based on the experiences of United Airline and how they used many platforms to promote the different aspects to their brand, other than just flying. I like how effectively they appear to have used the slogan “fly the friendly skies”, like you’ve pointed out, Lily. I think that the way they have used their slogan across all of their advertising ties all the efforts in together for easy recognition for the consumer.
DavidShin's comment, September 26, 2013 9:37 AM
@lily Tran, The strategy they have used to describe the united airline was very smart and the slogan "Fly the friendly skies" is very unique and gentle which instantly provides a feeling of safeness and politeness. This was a smart tactic to use to advertise the brand of the airline because USA is a large country so alot of people fly places around the nation, Which means the chances of regular consumers picking this airline is higher
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Online discussions | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 

Lily Tran's insight:

This article shows that business in the fortune 500 are slowly beginning to see the benefits of creating a twitter or facebook account. It is a benefit for the company as it is a quick way to respond to the media and consumers will know they are the actual company not a fake set up account.

Social media is definitely a good idea for those big companies. It allows their consumers to voice their opinions on their products or services and also any concerns they may have. The company can also benefit from this since they can read those opinions and adapt to those concerns. Not only that but social media is a fast and easy way to communicate with customers. Rather than sending emails or letters, those who use social media can access all the information easily as well as have direct communication with the brand.

Depending on the target audience, the younger generation and most adults are most likely to use some form of social media which makes it easy for a company to communicate directly with them. The authors in this article believe social media is a very powerful tool and should be unilized when it can to connect with their consumers. 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
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Integrated Customer Experience Q&A: ElisaDBI Shares U.K. Analytics

Integrated Customer Experience Q&A: ElisaDBI Shares U.K. Analytics | Online discussions | Scoop.it
Michael Potts, founder and managing director at the U.K-based online marketing firm, shares analytics and insights about multi-screen behavior overseas. (RT @UIE: What’s the 1 mistake companies should avoid when integrating UX across devices?
Lily Tran's insight:

Integration is the collaboration of many things to improve or enhance a product/service. In marketing it is the combination of strategy, online marketing and offline marketing. According to Sarah Etter’s article, Michael Potts believes that integration of customer experience and touch technology is very important to modern society since we have begun to become so reliant on having access to the net and other mobile services in our everyday lives. Companies have also combined the features of a desktop computer and mobile phone in a tablet that allows tablets to product documents as well as some being able to receive phone calls! He states that companies need to have a strategy in place that will allow programs to work on all devices so consumers can have the ultimate experience. Since people are using their mobile phones more, developers need to be sure their applications and such are compatible with phones as well as tablets such as emails and current events. To do this, Michael believes it is vital for companies to understand consumers, how they think, what they know, and what they want in a product. For example, the New Zealand Herald has an app available on the ipad and other tablets as well as mobile phones. They understand their customers have busy lives and decided to offer a feature that allows them to integrate it into their daily lives.

more...
DavidShin's comment, August 14, 2013 9:43 PM
@lily Tran:
This is very interesting as I myself have chubby fingers and sometimes find it difficult to click the buttons i want without zooming in on my S3. I agree that integration is the collaboration of many things to improve or enhance a product/service because in the present time from kids to adults to even some old folks, majority use technology sources to research whatever they demand in the sense of a consumers behavior. Companies must understand that some people are more knowledgeable than others with technology so they must simplify apps and a perfect example would be New Zealand Harold (as stated by the article and Lily), It suits a busy person that has minimal time to stop and read the news paper also it understands the consumers attitude of what they demand from this app, to keep updated with the current society but with a tight time frame.
Very interesting article!
Danielle Petersen's comment, August 15, 2013 12:15 AM
@Lily Tran
I think and agree that is is important for companies to integrate themselves across different mediums to ensure that they are able to retain their market share. These days marketing is more about fitting in to the lives of customers rather than customers trying to work you (the company) in to their busy schedule. With todays technology, similarly to how you used the example of the New Zealand Herald app, it is important to reach people where ever they are, whenever they are wanting the information that you hold. We are becoming more technology dependent and wanting to constantly be aware of what is happening around us in the wider world.
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What is Branding? And Should Small Businesses Care?

What is Branding? And Should Small Businesses Care? | Online discussions | Scoop.it

Branding is what creates customer loyalty...it is what keeps consumers loyal and buying repeatedly.

 

It is something that triggers associations in our minds. Branding is about creating an identity. It’s what sets one company apart from another. In short, it tells us what we can expect from that company. It’s about the perception people have of the company...Your branding is all the elements that make up a brand, whether logo, packaging, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price, high quality...

 

Here are 4 low-cost actions you can start on today to help your small business create, build and reinforce brand:

1) Start with clarifying what your brand stands for.
2) Audit your marketing materials.
3) Demonstrate it with stories.
4) Use colors, symbols and other elements to create visual associations.


Via Ashok Ramachandran
Lily Tran's insight:

This article really emphasizes why branding is so cruicial in companies, whether it be big or small. It shows the ways in which companies should market their brands on a large or small budget. 

Anita Campbell defines branding as “what sticks in your mind associated with a product, service, or organization. . . ". I definately agree with this perspective as it is the first thing people think of a company is brought up. Once people have a negative image of your brand it is very diffucult to undo therefore, the messages people convey to their audience must be one that is believable, achivable and maintainable. Right from the beginning, the message must be clear and concise as well as consistent through all marketing channels wether it be on facebok, brochures or television advertisements. 


Anita Campbell offers four low cost ways which businesses can utilise and present their brand effectively. The first is to be clear about what your brand is about. If people are recieving different messages on the different channels, they are bound to be confused regarding what your brand seeks to achieve and will be uncertain about your products. The second is to audit marketing materials which links to the first idea to be consistent in the statement the comapny is claiming. 

A way to get customers to connect with the brand is to demonstrate through stories of how other customers have been satisfied with the service and products provided. It is also where customers can see if you are following your brand statement. The fourth and final branding technique small businesses can use is through the use of colours and symbols for people to have a visual representation of the company. Much like a logo, when people see your logo or a particular colour, they should be able to associate positive feelings towards the brand. 


Overall, if a brand is not consistent throughout their lifetime, they will not be able to hold onto customers long term. Brands need to be able to keep the promises they make to consumers and create a positive association with the company to ensure people remain loyal and return in the future, 

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:05 AM

"Branding is about creating an identity".  Branding is about telling people what you are. With a good branding strategy, it able to increase brand recognize, brand loyalty, brand preference..etc in customer' mind. No matter the size of the business, branding is always essential for business. @Ashleigh Ali

Mathew Weir's comment, October 1, 2014 8:34 PM
Branding can be described as sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy. Its about creating an identity. Brands such as Nike and Adidas have created a strong identity with the tick and three stripes. It is also about creating consistency within e.g Starbucks. No matter where are in the world you know you will be getting the same product. In saying consistency is much easily created in a small company
De Brabander Marjorie's curator insight, April 11, 2015 6:17 AM

Good explanation of what branding is!

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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Online discussions | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Lily Tran's insight:

This article by Karen Kohnson discusses the effectiveness of the marketing communicating mix. She breaks down five key points that are vital in a successful communications mix. They are identifying your target audience, creating key message points, identifying your apertures, writing up a detailed and concise plan, and the identification of tactics.

Identifying your target audience is the first step and may possibly be the most important part of creating a marketing communications mix. If the brand does not carefully select the target audience then there may be difficulties in creating a marketing campaign or it may not appeal to the target audience.

Having simple direct messages are the best key points. If the key message is too ambiguous or complex then it may take a while for people to understand what the brand is trying to convey to their consumers. It should be concise and theoretical if applicable.

Identifying an aperture is noticing the opportunities or openings a company can use to reach and connect with the audience. For example if the audience is university students then ways to market to students would be to post flyers around the university and possibly the university magazine. By advertising in theme parks would not be an effective way to attract university students.

Writing up a plan is another very important part of campaign. The end outcome is dependent on how well the plan is executed and designed. First the company needs to decide what the desired behaviour is. This could include no added sugar in children cereals but maintain the taste will get parents interested in the product and possibly children as well.

Identifying tactics is the integration of all the previous points. The target audience needs to be aligned with the message the company sends and writing up the plan needs to take the audience into consideration to be successful. 

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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3 Reasons To Not Overlook Smartphone Users in Your Marketing Strategy

3 Reasons To Not Overlook Smartphone Users in Your Marketing Strategy | Online discussions | Scoop.it
Social media's integration into smartphones makes almost any introvert an extrovert, and businesses should not shy away from networks most frequented by mobile users, like Facebook, LinkedIn, Twitter, YouTube, and Instagram.

Via Brian Yanish - MarketingHits.com
Lily Tran's insight:

This article discusses why it is an idea to look at connecting with customers through their smart phones. It discusses that for many people emails from computers are not the only way to communicate with customers anymore and using smart phones could be the next big marketing strategy. Some companies use applications to market their products and smartphones are used to connect with others through social media. If companies use their own personal way to communicate with consumers through social media as well as their own business app, customers can check everything on the go.

For customers to use smart phones to engage customers, it makes customers feel like they are a part of the business especially if they are able to provide input and are being heard. For restaurants especially, many customers leave reviews online and blogs for others to see. To create a program that lets customers leave photos and videos online will definitely engage consumers and directly markets their brand or business. 

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DavidShin's comment, September 26, 2013 9:40 AM
@lily Tran, To be honest Lily... I believe Social Media is already one the best and the fasted growing and convenient current marketing method. Making Smart phones user friendly and providing apps to promote a product is very smart as people are constantly always on their phones!
EG. Instagram is a very good page for promotional page because you can post what you want to be exposed and you can be specific in control to what you want to do.
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Online discussions | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Paula Hudson, James Stodart
Lily Tran's insight:

It is said that there is five ways to measure success- simple, measurable, achievable, realistic goals and timeliness (SMART). The first is to set simple objectives. This means to have a clear idea in mind and to be able to reach the goal in the simplest yet effective manner. The success of an objective must be based on how it is measured. For example if the goal is to be the biggest retailer in Auckland, how is it going to be measured- through sales numbers or loyal customers? The objective must also be achievable and realistic. I believe that to have a goal that is achievable but is time consuming to achieve is not a very well thought goal. Goals must be achievable but also reached in a reasonable time frame. This can also be extended to the realistic goals of sales, shareholder value or even profit per cent. To have a goal to reach $200,000 in a week of opening is not only unachievable but it is also unrealistic. A better way would be to sell $200,000 but within a six month period. I believe that to have a successful brand, SMART should definitely be referred to as a guideline as it clearly describes the use for each of the aspects. Although they are basic strategies, I see the value of incorporating these aspects into business. It is also seen that SMART is very effective in companies without over complicating strategies and goals.

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Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Victoria Clark's curator insight, September 15, 2013 11:40 PM

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | Online discussions | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon
Lily Tran's insight:

Emotions is one thing that people cannot fully control nor understand. To generate emotional responses in advertising is one of the effective ways in which consumers are drawn in. To draw positive emotions from viewers will increase the likelihood of them being interested in your product as well as the chance to purchase the item or service. By stating facts and statistics is usually seen as boring and does not completely grab the viewers attention. As the author explained, by marketing one product in a factual and statistical way does not garner as much interest as the emotional driven advertisement and it brings up positive feelings. I agree that as humans, we are usually emotion driven. Our moods in a way dictate our behaviours. Once the attention is gained, only then will statistics persuade consumers to purchase the goods. 

 

Joe Ruiz demonstrates three ways to appeal to consumers using emotion based tactics. The first is Marketing emotions where marketers seek to connect with the viewer on a personal level where they can relate to and this can only be done by understanding the target audience. 

The second way is to emotionally market value to consumers and to emotonally connect them to the product and how it will benefit them. Effective ways can be through personal experience of well known people such as how the depression campaign did. The final tactic is to market strategies emotionally. This involves understanding what audience uses which markting channel and personalising the product to suit their requirements while sending a consistent message across all channels. 

The conbination of visual reaction as well as auditory is important when it comes to communicating to the audience emotionally and by promoting simple messages is usually easier to follow and understand no matter the viewer. 

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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

Rescooped by Lily Tran from Consumer Engagement Marketing
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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 | Online discussions | Scoop.it

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Lily Tran's insight:

B2B marketing is the interaction and relationship between 2 businesses. This article presents the idea that there is more to a business than B2B partnerships. Consumers are also required to build and drive the company in an indirect way. I strongly agree with what the author suggestingas in that the consumers are ultimately the "controlling" factor of every company and without them the company will be unsuccessful or will struggle. The idea that adding personal values to your product will help the consumer realise their need for the product. Also knowing who will be the best people to influence consumers in purchasing a product is important as it could dictate the future of the product line. Finally, engaging people within businesses will promote products to customers and attract their interests. All three factors should be considered when designing a marketing strategy since if the customer is not attracted, the product may not be successful. Ultimately, businesses in a partnership must be addressed, but a part is to narrow the population according to market gaps and address their needs also. 

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Analay Malamala's comment, August 21, 2013 8:06 AM
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 21, 2013 10:11 PM
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 21, 2013 11:41 PM
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.