The importance of consumer engagement
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Rescooped by Vivien Dohyun Jung from Consumer engagement IMC!

Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | The importance of consumer engagement |

Via Keane Orchard, Alina Oleinik
Vivien Dohyun Jung's insight:

This article covers the important point about IMC: the roles of IMC. IMC is carried out to increase sales and profit in short term and also to create and build a positive relationship with customers in long term.


I agree with this article where it states about the communication among consumers on the internet forum. Consumer feedbacks on the internet can influence the brand image and reputation very quickly and easily. So, companies will have to provide quality products and services that satisfy consumers' needs and wants. Once companies do this properly, other tasks (e.g. improving brand repuatation, image, awareness etc) can be automatically accomplished by the community of consumers.

Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.

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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 | The importance of consumer engagement |
Vivien Dohyun Jung's insight:

This article is very helpful as it reminds us that consumer engagement is very important in B2B marketing as well. We often forget such importance because we don't really consider businesses as consumers we care about in B2C market.


But this article points out that businesses can be both consumers and suppliers at the same time in B2B market as 'people within company' are those who make decisions not the company itself. The article suggests some strategies that could influence the target audience in B2B market. Providing personal value, identifying gatekeepers and influencers and engaging the person within the business.


Especially, using a detailed process of segmentation, profiling, targeting and measurement to key people who are influencial to the decision process (e.g. accounting or finance departments) is very important strategy just like the consumer engagement in B2C market.


Therefore, whether in B2B or B2C background, identifying target audience (people) is the most important first step as it is the 'people' who make decisions after all.

lorren's comment, March 21, 2013 7:14 AM
@ vivien,this is yet another area in the intergrated marketing strategy which is of great importance.A general defination will explain content marketing to be creating and relavant & valuable conent to attract,acquire and engage clearly defined target audience in this case other business.Its main objective is to drive customer profitability and can be easily achieved in B2B.With regards to the article above business customers should not be neglected but considered using his 3 strategies above.Creating value is not much of a tall order but passing past the gatekeeper can be next to impossible . So engaging in these people at a higher level can eventaully lead to increased business ,which eventually leads to profitable relationships.These steps are practicals ways of engaging a business customer.
Shaokang xie's comment, March 21, 2013 5:05 PM
@vivien, this article is telling the importance of targeting a right person. A detailed process of segmentation, profiling, targeting and measurement will be very helpful in advertising because it is people making decisions. it is important to have the brand in their choice when customers are making purchase decisions. As a marketer, directly target the right person will make the promotion success and it will increse the profit
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Marc Jacobs Leverages Social For Luxury Consumer Engagement | InsideFMM

Marc Jacobs Leverages Social For Luxury Consumer Engagement | InsideFMM | The importance of consumer engagement |
Vivien Dohyun Jung's insight:

The use of social network and digital technology is an effective and efficient way to engage consumers. It is cost effective, influencial and trendy. Especially the live stream video of Marc Jacobs' fashion show on the internet made the brand more approachable and friendly. Through this, consumers were encouraged to communicate actively and directly on social network which also led to the increase of brand awareness and power. I think the use of social network as marketing strategy was very appropriate  because it fits well with the fashionable and trendy image of Marc Jacobs as a brand too.

lorren's comment, March 21, 2013 6:42 PM
@vivien, the results of this intregrated communication were tremendous, 90 million impressions on twitter is fantastic.The synergy aspect in intergrated marketing communication with proven results is highlighted here.It pays to tailor make all the IMC comunications to achieve the desired result.The evntaul result of increased sales is the ultimate goal.i wonder if it applies to all industries though?
Vivien Dohyun Jung's comment, March 21, 2013 10:54 PM
@lorren, well yeah I think it was especially successful because the aspect of social network fit well with Marc Jacobs' brand image - which is very trendy and fashionable. Such an use of social network was very good way to make fashion brands more approachable.
Shaokang xie's comment, March 22, 2013 12:02 AM
this is a good example of the social events help purchase, it resulted in a 20% click through rate to Marc Jacobs’ e-commerce site. As a result, it drove consumers to shop. Also there is an increase of views on the internet, that means customers are getting more interests to this brand, which is a success