October 2015

Mohammad Anas Wahaj | 30 oct 2015

According to recent research regarding consumer psychology by marketing professors Gina S. Mohr of Colorado State University, Margaret C. Campbell of the University of Colorado, and Peeter W. J. Verlegh of the University of Amsterdam, 'Consumers remember and like products better after seeing covert marketing, such as a product placement in a sitcom, but reminding them that product placement is "marketing" eliminates the effect.' Prof. Campbell, the lead invesigator of the study, comments 'Frankly, we were a bit surprised at the power of covert marketing across a variety of studies. Even though most US consumers know that marketers pay to surreptitiously get their brands in front of consumers, consumers are still influenced by covert marketing efforts.' Prof. Mohr adds, 'In the US there has been some reluctance to incorporate disclosures for fear that it may interfere with creative content. This research suggests that product placement disclosures need not occur at the time of product placement to be effective.' Researchers suggest that the study provides support for the idea that requiring disclosure after exposure to covert marketing would give information to consumers that helps them make better decisions. Read on...

domain-b: Consumers resist influence of covert marketing when paid placements are disclosed
Author: NA

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Mohammad Anas Wahaj | 24 oct 2015

According to Pew Internet Project's research on social networking, as of January 2014, 74% of online adults use social networking sites. While as of September 2014, the usage statistics of popular social networking sites is - Facebook (71%); Twitter (23%); Instagram (26%); Pinterest (28%); LinkedIn (28%). Moreover research by Full Impact Studio found that social media has surpassed Google as Americans' 'number one daily activity'. All these stats point towards the relevance and importance of social media to reach people. Brands and businesses have to carefully carve out their marketing strategies on social media, and engage with their target audience accordingly. Social media can be utilized to gain subscribers, promote a service or sell a product, and helps build a business's social brand. Following are the five social media branding strategies for business suggested by Full Impact Studio's infographic - (1) Choose channels that best support your brand image: Facebook (For brand awareness and promotion. Biggest and most influential); Instagram (For heavily visual brands. Targets young adults); Pinterest (For Visual brands. To reach women); LinkedIn (To connect with corporate influencers and promote business-related content) (2) Provide exemplary customer service: Timely engage with customers and provide effective answers and solutions. (3) Don't forget about Google+: Still relevant considering that its part of Google ecosystem. Posted content's visibility on Google search. Connected to YouTube. Acts as free ad space for each post when searched on Google. (4) Deliver interesting and engaging content: Regularly update. Keep content fresh and relevant. Include articles, updates, audios, videos and visuals. (5) Get involved and make connections: Attract audience and build relationships through relevant engagement tactics like contests, giveaways or meaningful advocacy. Make them feel part of the community. Read on...

Business 2 Community: Infographic - 5 Social Media Branding Strategies for Business
Author: Deanna Zaucha

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