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Brand Value - A Simple Way to Identify Your Brand Benefits

Brand Value - A Simple Way to Identify Your Brand Benefits | vicky hu | Scoop.it

Brands can struggle getting beyond communicating the features they provide – which are often identical to their competitors’ features. This limitation means they never create compelling demonstrations of the benefits and brand value they can deliver.

 

In contrast, while developing my presentation on “New Product Launch Failures” for the PR Consultants Group conference recently, I rediscovered this FedEx advertisement from the late 1990s in a previous presentation. While we used the FedEx advertisement internally to communicate the importance of performance for our transportation company, the ad is also a fantastic example of a B2B brand making its brand value very clear AND very personal.


Via With Intent, Danielle Petersen
Peixin hu's insight:

This article describes and explains the essence and expound the price of the brand value is not determined direction. In this article, FedEx and other courier companies paints a shark. Between the same package, the prices of other companies might charge less than FedEx, but customers may suffer the influence when the parcel is not delivered, so that people who use FedEx to deliver their parcel do not have to worry about damage or not arrive, which is consistent with the slogan of FedEx, such as one of their slogan is People, Service, Profit, means that FedEx based on people first, sincere the highest, mutual reciprocity and mutual benefit. They focus on the commitments to customers and customer feedback, and strive to meet their needs. When a company or a brand meet their customer demand, the brand value will be gradually built up, in order to ensure that the company's benefits.

more...
Chelsea Tidswell's comment, August 21, 2013 5:57 AM
There are so many competing companies around these days that simply do the same thing but can cost less or more. It is always nice to know as a consumer, where your money is being spent and why it is that it may cost more. The companies that usually charge more are the ones who have the better service and the better advertising to make you want to use that product or service over any other.
DavidShin's comment, August 22, 2013 6:30 AM
@danielle Peterson
Competion is so extreme and one slip may determine if a consumer remains a loyal or remains a potential customer for future terms.
Charges vary depending speed and quality of a product (ofcourse aswell as quantity)
For example: Apple phones compared to NOKIA are alot more expensive however worth the same in satasfaction and desired as much if not more for its functions and capabilities of use. However saying that cheap brands can be very well in quality too!!
Services are key in distribution too!
Sheenal Prakash's comment, August 22, 2013 8:19 AM
Agreed there are certain expectation of every product because of the past experiences the consumers have with product and the build-up of the marketing communications of the product itself and the company needs to meet those expectations otherwise the consumer could be disappointed and look elsewhere to fulfill their needs.
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How Emotions Influence the Way We Make Decisions | Paulsen Agribranding

How Emotions Influence the Way We Make Decisions | Paulsen Agribranding | vicky hu | Scoop.it

Via Parambir Singh
Peixin hu's insight:

This article shows that our limbic system controls our fear, anger, love and hunger. And our decisions based on these instincts manipulation of our emotions, these basic intuitive functions are instinctive decisions.

For marketers, most of time we rely on our emotions to determine the final purchase decision, such as the color of clothes and styles. For marketers, when we do the publicize of the brand and images we need to connect with the consumer's senses and emotions to make them feels that this brand products fully comply with their expectations and needs, if they can make connection with them most of the customers will switch them into the brand's loyalty.

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Sheenal Prakash's comment, August 22, 2013 8:05 AM
When making consumer decisions people use their senses of sight, smell, touch, feel and hearing then form a basis for the decision based on their previous experiences with similar or the same product and the emotions attached to these experiences will always play an important role when making the final decision. If the experience is positive then the positive emotions will be passed on to the decision of the product in question and if the experience id negative then those negative emotions will be passed on to the product in question.
Tiffany Tang's comment, August 22, 2013 8:12 AM
This article is very insight and this article let me feel interesting to read with. After reading this article it clearly let me know how important emotional is and the how emotional can directly affecting us.I agree with Alana "It can be difficult to change brands unless something serious happens." Emotional can change any minute, the attitude of the staff, the style of the product..can directly affecting our emotion and affect our shopping behavior. Therefore, business should clearly understand the target market and the purchase behavior of our target. To understand their emotion can also through communication, i think this will be the best useful way to understand consumer emotions.
Matthias Röse's comment, August 22, 2013 10:27 AM
A very interesting study indeed. When thinking about it, I guess everyone has at least once been in the situation where he wanted that one stylish, modern product that should be the best. The sales assistant afterwards told you about another cheaper product that is nearly as good but there was no way that your decision would ever change. Those ad hoc decisions can only be achieved by addressing the consumers’ deep emotions. That’s a very basic but important information to marketers. On the other hand I am sure that if the data provided to consumers or the products performance are not as good as anticipated it can directly go the other way and the consumer might be disappointed because the hopes he had in this product have not become true. That’s why I think emotional advertising is just to be used if the product is a technology leader and top class product. Brands focusing on price leaderships by providing less quality should not use this marketing strategie.
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4 Reasons Why Your Marketing Will Die Without Integration

4 Reasons Why Your Marketing Will Die Without Integration | vicky hu | Scoop.it

One word: Convergence.

 

Social media marketers need to harness media convergence and integrate direct and advertising to maximize the impact of their various communications, on and offline.

 

Convergence has been brought about by the widespread adoption of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.

 

The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.

 

Convergence creates a need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.

 

A recent CMO Council study showed that only 9% of respondents believe their interactive marketing efforts are highly evolved and integrated. This online integration issue doesn’t even consider integrating marketers’ efforts in the traditional advertising, public relations and direct marketing disciplines.

 

Gini Dietrich and I address why and how marketers must integrate in our recent book Marketing in the Round.

 

These four reasons show why business owners and lead marketers should address marketing integration today.

Peixin hu's insight:

I strongly agree with the author Geoff Livingston’s view. He mentioned a very important word that is the integration. Yes, we live in an integrated society, everything are associated,.the authormentioned 4 Reasons Why marketing will die without integration, the following is my personal view. 1, Shoot The Arrow At The Target. Not everyone likes the tedious business information, and some people even bored. Therefore, companies should use the depth of integration system to enhance brand awareness and thus make the productsbreak out. 2, I call it gear combinations. Search, Social, Content could not run well without each other. Customers will search all the community information about the product, but how can we make this information are most effective? Plentiful and easy to remember the content is essential, through the effective integration of content, so that customers can use the keyword in the shortest time to search for their favorite content, so as to achieve a win-win business with customers and business. 3, Traditional Media. Most of the data in the comprehensive map show that the majority of people to share stories from the traditional media. Companies can take advantage of this through the content and the integration of the company's overall tendency to attract the attention of customers. 4, Be concise and to the point. In 2010, 54% of direct marketing from advertising costs are driven by the increase in sales of $1.798 trillion.DMA’s search shows that ROI is 10:1, in order to maximize the impact of the market, businesses need to integrate ideas and perspectives to reinforce customers to make a deal.

 

Generally speaking, in modern society, a successful and mature business will use the integration system to pinpoint their position in the market so that make sure get maximum profit and maximum customers need.

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Mike Passmore's comment, August 8, 2013 9:54 PM
This comment is in relation to Orlando Werffeli’s insight on the article ‘4 reasons why your marketing will die without integration’ written by Geoff Livingston. Livingston states 4 reasons as to why a company would need integration, the point Orlando touched on that I agree with most is that social discussion is still usually started through traditional media and that it is important that your social contents reflects your traditional advertising, this is mainly to avoid confusion for consumers but also to keep a consistent message within the brand, again this is a way integration can internally benefit a company. I think it would help to be aware of change in the future, but more so than being aware would to be prepared for change or expect it, rather than not planning for it at all
Min Li's comment, August 18, 2013 8:33 AM
This article is very interesting. I agree with Penxi’s point especially that the mature business could use the integration system to understand its position in the industry and market. In my opinion, in order to survive and develop in the changing environment, the company must good at communication and cooperation and cultivate its own long-term competitive advantages by using integrated marketing channels. Thanks.
Sheenal Prakash's comment, August 22, 2013 8:29 AM
I agree with Vicky Hu's comment, I just wanted to add that before step 1 shooting at the target it is important to know where the target it so you don't miss your mark. The way to find out what your target should be is to know what the consumers expect of your company, brand and product. If the company dose not distribute it's resources according to these expectations thent hey could spend too much attention to the wrong channel when ingratiating the channels to create a consistent image to be presented to the other stakeholders. Resources are always scarce so allocating the wrong resources to the channels could withhold the company from reaching it's full potential with each of it's products and it's brand
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | vicky hu | Scoop.it

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 .... 


Via DavidShin
Peixin hu's insight:

This article provides 4 steps to improve consumer participation in marketing, respectively are Start early, Segment your audience, Consider timing and Leverage mobile. Nowadays, we are in the digital age, for the businesses they have to improve consumers interact with brands online not only base digital spend on assumptions and perceived consumer behavior.

When the company plans to send promotions to the customer, they can accord to the customer’s personal information to tailor the messages, also that promotion offers better with explicit deadlines. For the leverage mobile, mobile channel has become a major factor in holiday marketing campaigns, people can directly use the phone view the merchandise they need and purchase directly. Companies probably can develop more software for the phone and it easy for consumers to view their products and discount information. Consider timing also help the business to understand the consumer psychology and behavior, it will greatly increase consumer purchasing power.

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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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Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress

Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress | vicky hu | Scoop.it
Image source: la.eater.com Whether you are a large chain of restaurants or a mom and pop neighborhood eatery, your marketing strategy is vital to t
Peixin hu's insight:

This article exemplified when a company wants to evaluate the process of marketing strategy. This article gives us 6 process which are clear goal and objectives, keeping it simple, be different or unique, be focused on what you have set out to do, always include a call to action, tracking your progress. The most important one I think is to set clear goals and objectives, company's departments need to understand the company's objectives clearly in order to give customers a clear brand perceptions and it will increase brand awareness. Also the other important point is that when we doing the marketing we need to give customers a straightforward message, because nowadays everyone are busy they don’t have enough attention spans. So when the company wants to make a decision need to follow these six steps to review what they need to improve their marketing strategy.

 

more...
Sheenal Prakash's comment, August 22, 2013 8:14 AM
I agree with Vicky Hu's comment that setting company goals an objectives is likely the most important of steps because it defines the company itself and what they stand for. It defines the organizing Idea behind the company and it will set out the foundations for every product the company comes up with regarding design and the productions process as well as the marketing that the company will do for the product and for the brand itself.
Enele Westerlund's comment, August 22, 2013 7:44 PM
I like your insight of how profit isn't a goal, but rather simply a result. Increasing awareness of a brand in a measurable manner is definitely an important aspect of marketing. Most businesses throw out the idea of measuring the market and tend to only push out information that does not engage consumers. Your articles take on a call-to-action hits home with the idea that you need to motivate your consumers to want to do something in turn, rather than read and move on.
Candace Pritchard's comment, August 22, 2013 11:56 PM
This article gives an insight to setting goals and mesuring the success of the goal. As Rueben has said - it is important for your goals to be realistic as well as relate to your brand image. The article states that when setting goals you need to set a clear goal and objective, keep it simple, be different,focused and track your results. This is agreat way to keep the motivation in the goal.
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Brand Value - A Simple Way to Identify Your Brand Benefits

Brand Value - A Simple Way to Identify Your Brand Benefits | vicky hu | Scoop.it

Brands can struggle getting beyond communicating the features they provide – which are often identical to their competitors’ features. This limitation means they never create compelling demonstrations of the benefits and brand value they can deliver.

 

In contrast, while developing my presentation on “New Product Launch Failures” for the PR Consultants Group conference recently, I rediscovered this FedEx advertisement from the late 1990s in a previous presentation. While we used the FedEx advertisement internally to communicate the importance of performance for our transportation company, the ad is also a fantastic example of a B2B brand making its brand value very clear AND very personal.


Via With Intent, Danielle Petersen
Peixin hu's insight:

This article describes and explains the essence and expound the price of the brand value is not determined direction. In this article, FedEx and other courier companies paints a shark. Between the same package, the prices of other companies might charge less than FedEx, but customers may suffer the influence when the parcel is not delivered, so that people who use FedEx to deliver their parcel do not have to worry about damage or not arrive, which is consistent with the slogan of FedEx, such as one of their slogan is People, Service, Profit, means that FedEx based on people first, sincere the highest, mutual reciprocity and mutual benefit. They focus on the commitments to customers and customer feedback, and strive to meet their needs. When a company or a brand meet their customer demand, the brand value will be gradually built up, in order to ensure that the company's benefits.

more...
Chelsea Tidswell's comment, August 21, 2013 5:57 AM
There are so many competing companies around these days that simply do the same thing but can cost less or more. It is always nice to know as a consumer, where your money is being spent and why it is that it may cost more. The companies that usually charge more are the ones who have the better service and the better advertising to make you want to use that product or service over any other.
DavidShin's comment, August 22, 2013 6:30 AM
@danielle Peterson
Competion is so extreme and one slip may determine if a consumer remains a loyal or remains a potential customer for future terms.
Charges vary depending speed and quality of a product (ofcourse aswell as quantity)
For example: Apple phones compared to NOKIA are alot more expensive however worth the same in satasfaction and desired as much if not more for its functions and capabilities of use. However saying that cheap brands can be very well in quality too!!
Services are key in distribution too!
Sheenal Prakash's comment, August 22, 2013 8:19 AM
Agreed there are certain expectation of every product because of the past experiences the consumers have with product and the build-up of the marketing communications of the product itself and the company needs to meet those expectations otherwise the consumer could be disappointed and look elsewhere to fulfill their needs.
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How to use social media to understand and engage your customers

How to use social media to understand and engage your customers | vicky hu | Scoop.it

Chief marketing officers (CMOs) who fail to realise social media's potential for customer interaction and customer retention are being left behind. On Twitter, Facebook and even on Instagram, brands are now being discussed and dissected; companies' stories are being subverted and inverted.

The reality is, you no longer drive company and brand messaging – your customers do.

 

Consumers and sales prospects are interacting with your company in myriad ways across multiple touch points in this new interactive economy. Today's customers are empowered: they expect companies to give them what they want, how they want it.

 

In response, progressive CMOs are doing much more than launching a Twitter feed and a LinkedIn group or two to increase reach. And they are doing more than email marketing and simple data capture. These leaders recognise that the role of the CMO is evolving from an emphasis on acquiring new database contacts to building deep intimacy with customers. It's no longer a matter of who you know, but what you know about them. That means CMOs need to be focused on actively listening, engaging and responding to their customers.

Yet most businesses are missing many opportunities to engage customers. We have found that across social networks and traditional selling channels – email, telephone and storefronts – companies miss or mishandle up to 80% of customer engagement opportunities. And a missed opportunity means lost revenue.

 

The only way for companies to reverse this trend is to become customer-obsessed from the top down. Customers don't care about internal departments, so internal functions must become invisible. Business processes and systems should be flexible and oriented around the customer, not a role or function. Information should flow freely through departments and hierarchies, and employees need to be enabled to use data to build relationships with their customers and solve their problems.

 

In the era of the always-on customer, social media is a primary channel for customer engagement. Here are a few principles that can set companies on the right road to customer engagement with social.

Peixin hu's insight:

Nowadays, the company’s marketing approach is making a huge difference. The reality is that your customers are becoming the one who drive the company’s brand promotion and brand marketing.

Companies must focus on consumer demand, also actively listening, participation and responding to their customers. This kind of firms can survive long-term and developed well. However, many firms do not take advantage of these opportunities, they simply try to sell their products through social networks such as email, telephone and this kind of companies have one common is that they all lack of a perfect customer services also they do not know how to handle customers’ problems and interact with their customers, did not give customers satisfactory way. Then most businesses was missed many opportunities to engage customers.

From this article, I understand that customer has the existing value, also has the potential and model value. To meet customers’ different needs will greatly increase customer loyalty and retention. When the company gives them a satisfying customer experience, your company’s products will be their default buying choice, and they will help your company becoming an influential brand.

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Min Li's comment, August 18, 2013 8:02 AM
Thank you for sharing this great article. In the past few years, social media have been developing very fast. It is a powerful and useful tool which remove barriers between brands and customers, and also help brands to build a connection with customers. By using the power of social media to constantly grow brand awareness and cultivate customer loyalty in the brand's long-term development process. Moreover, companies could track brand reputations on the social web to understand customers’ real needs and wants so as to improve their products.
Sheenal Prakash's comment, August 22, 2013 8:34 AM
I believe the prime method of using social media to is via the target audiences peers. It is valuable to find the popular trends among the target audience and to create a message consistent with the brand image and those trend to get the most productive outcome.