In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand … Read more...
Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more...
A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide… Read more...
Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”.
As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer … Read more...
Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of … Read more...
In the United States, over $3B worth of coupons and rebates are redeemed each year – indicating that it is an effective form of sales promotion.
According to various academic studies, around 20 to 30% of consumers will be … Read more...
Sales promotions are short-term incentives designed to drive sales. They are part of the promotional mix within the marketing 4P’s. Because they often carry pricing incentives, such as discounts, they also have a crossover with the pricing mix in … Read more...
Sales promotions are short-term incentives designed to drive sales. They are part of the promotional mix within the marketing 4P’s. Because they often carry pricing incentives, such as discounts, they also have a crossover with the pricing mix in … Read more...
Let’s evaluate the key differences between the evolving IMC definitions to understand how the perception and role of integrated marketing communications has progressed.
The audience is much broader than just consumers. While communicating to consumers … Read more...
Today most firms operate in line with the marketing concept or the societal marketing concept. However, if we go back in time, firms tended to operate with a sales and/or promotional focus.… Read more...
This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that … Read more...
The process of communicating in marketing is far more challenging in today’s environment due to the complexity of media choices and the interaction between consumers and the resultant effect on consumer shopping behavior. In the … Read more...
Sales promotion refers to temporary incentives offered by an organization to either their customers or their resellers, with the intention of increasing the sales of their products. Therefore, it is necessary to classify sales promotions into two broad categories … Read more...
Customer journey mapping is techniques that relies upon identifying and sequencing the touchpoints (exposures and interactions) that consumers (potential customers) and actual customers have with the brand.
Therefore, as a simple definition for what is a brand touchpoint? A … Read more...
Customer journey mapping is a visual technique designed to outline how:
As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s … Read more...
The following is a list of possible brand touchpoints for Apple. Brand touchpoints are a key aspect of understanding the customer journey and creating a customer journey map. In recent years, Apple has become one of the strongest brands … Read more...
Brand touchpoints can be defined as the interactions and exposures that a consumer can have with a brand. Brand touchpoints are very broadly defined and include both deliberate communications from a firm/brand and communications and interactions that the consumer … Read more...
Promotion, also referred to as marketing communications, is the process of an organization communicating information about their brand and products to the marketplace (customers, stakeholders and the public).
From the above definition, … Read more...
