Week 8; Direct marketing and consumer engagement
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Rescooped by Jillian Hor Maelynn from Integrated Marketing Communications

4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Week 8; Direct marketing and consumer engagement | 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.


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Via Orlando Werffeli
Jillian Hor Maelynn's insight:

this article explains the 4 simple steps in improving consumer engagement. 

To improve consumer engagement, firstly companies begin with understanding of consumer behavior, especially when it comes to email promotions that have been designed to motivate specific actions around the holidays. Timing is important in consumer engagement, the timing of online shopping and purchasing behaviors is particularly relevant to multichannel brands. To improve consumer engagement, companies have to start early in communicating and engaging with consumers, do not wait till the last minute, more time allows more engagement. Then, segment your audience. Products usually have a lot of target audiences from different ages, backgrounds and personalities. Segmenting your audience and communicating with each different segment allows positive engagement, not everyone get attracted by the same message. Next, always remember that timing is very important. It is important to get the right target audience at the right time.Lastly, leveraging on mobile. In today's society, everything can be done on mobile, it is very convenient for consumers to just go on their mobile to purchase a product;  take the opportunity to use mobile as a form of engagement with audience.


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

Scooped by Jillian Hor Maelynn

12 Brilliant Direct Marketing Pieces You Have to See | Design Shack

12 Brilliant Direct Marketing Pieces You Have to See | Design Shack | Week 8; Direct marketing and consumer engagement | Scoop.it
Reading an article entitled 12 Brilliant Direct Marketing Pieces You Have to See on Design Shack.
Jillian Hor Maelynn's insight:

this articles showcases examples of brilliant direct marketing pieces and how its creativeness encourage consumer engagement. Having creative direct marketing pieces that encourage consumer engagement is good because it helps to build a perception towards your brand/product, hence building a part of memory in consumers mind. Which is good as it helps consumers to recall your brand when they get in contact with something somewhat related to your brand/product or direct marketing piece.

Alexandra Leeming's comment, September 26, 2013 8:00 AM
I think the ideas in this article are really cool! It is a very good example of companies taking it one step further and creating an interactive marketing piece where it directly relates to the consumer. This helps increase their involvement with the product and they feel a sense of connection to it that allows them to care more about it. In creating packaging that was interactive and the consumer could relate to, I find this such an effective way of direct marketing as you don't have to stop at just words, you can take it that step further as shown in the article.
Finau Tuipulotu's comment, September 26, 2013 11:10 AM
@savanna - WOW!!! Each of every pieces in this video is equally amazing. Out of all i liked the Earth Hour and Blood Donations the most. They are both very creative especially Earth Hour. We have to remember that Direct Marketing is about connecting with consumers in a real way and to be able to connect with them you have to come up with unique strategies/ inventive ideas that would draw their attention. Again, these Direct marketing pieces are awesome. Good one savanna
Anna Bairstow's comment, September 26, 2013 5:48 PM
Great article, Savannah. Actually really enjoyed reading this scoop! It's amazing to see just how creative marketers are out there and that he sky is the limit when it comes to using creative techniques for marketing strategies. Like you girls both mention, direct marketing is all about connecting with customers in a real way, and this article definitely shows us how this can be done effectively and in a way that stands out. Couldn't agree with you more on the points that you've made from this article. Such clever, fun ideas to break the boring direct marketing stereotype!