Marketing tools have continuously been a reliable source to snatch up a market segment. A message that creates effects to provide any influence on consumers is highly ingenious, the power of marketing has been mostly consistent to be able to sell. That’s why there is a lot of extensive market research to be intensively exhausted its resources to provide a good advert.
A technique that is used is Integrated Marketing Communication also know and IMC, allows marketers to debunk a series of communication channels that will allow them to find the best ways to promote and sell. This gives in factors for media selection, on top of that will include sub-factors and any alternatives that will increase brand awareness. Insertion to this is coherence; different communications are logically connected; consistency: multiple messages support and reinforce, and are not contradictory, continuity; Communications are connected and consistent through time, complementary; synergistic, the sum of parts is greater than the whole, Pickton & Broderick (2001). Most likely, tools that help marketers is online public relations, the effects of this is social media, media alerting and brand protection, all in which are commonly form an effective integrated marketing communication.
Consumers are paving the way of what we want. Businesses are now in the mix of shifting in the power by consumers, they opt-in towards a far greater market that boosts communications. In terms of marketing, it’s a test for businesses to grab as much of the market as they can in order to compete. It’s more plausible that 95% aged between 18-34-year-old follow a brand via social networking . Within that age group, there have been interests due to buying products, influence from social media, friends or family. The causes are endless due to online activity and what is offers for consumers to spend!
What sparks Digital campaigns are advertisements that target segments that focus on their area of expertise. Adidas’ video “Create the Answer”, this gathered massive athletes and celebrities that would easily get consumer’s attention towards an influencer. In this video, the point was to have inclusivity of consumers to be part of the wave of creating amplitude actions that would spark the minds of consumers motive. The video would have aimed for anyone that would feel the urge to do anything, to be able to ‘create’ anything under their own rules.
Ultimately Consumers are the key factors that help shape brand image. Vital components that help shape businesses are viral and word-of-mouth, both fuse an indispensable tactic to have consumers sharing the product and to have the product massively growing. It’s all about the ingenious marketing that promotes it becoming big, over time, it may be dependent towards how much effort you put towards the form of communication.
Are you intrigued by influencers to make you feel enticed to purchase products? If not, what will it take? Let me know on the comments below!
Joseph's Blog 
Hey Joseph, Great job on your post! As you mentioned, people tend to follow a brand via social networking and get influenced by social media, friends or family, which I agree with that. To be honest, celebrities and influencers don’t really influence my purchasing decision, instead, word of mouth and social media do. In my opinion, I think that some celebrities or influencers advertise the product without fully understanding what the product is and its function, instead I trust more on word of mouth of someone who used/ using the product.
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Hey Junni! Thanks for commenting. Good to hear that celebrities or influencers don’t have attachment towards your purchasing. Great point that you’ve made is WoM which is highly noted towards making a purchase. Interestingly, people are blown away with great ads that can seriously get people to purchase. Another great point you mentioned is trust, I agree beause of the fact that a family or friend recommending a product will do justice for me to buy the product they recommend me.
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With the way our digital world is evolving every day, the IMC approaches are constantly evolving and developing where marketers are constantly thinking of innovative ways to capture the attention of their target markets. There are so many different methods to market to the public and it is truly exciting to see this. I think that featuring influencers and celebrities in advertisements is very effective in attracting a consumer to purchase a product, the same goes for myself. When I see a celebrity endorsing a product that I have an interest in, I often find that this immediately catches my attention where I really contemplate on purchasing the product.
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Hey Matthew! Thanks for commenting. I say this all the time, but it does come down to personal preference. I for one like to be inspired, influenced to be eager to purchase something. Everyone has different levels in order to make a purchase. IMC does entice me a little to be able to reach an end of a transaction moment, however influencers in general are always key factors in making sure that you are well aware and also confident in purchasing. It would be hard to make the first step of purchasing without having any knowledge of the product that may be purchased.
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Using celebrity endorsement to attract more customers to your product may be more effective to the public but not me. I know now that some celebrities and public figures just endorse the product for the business rather than knowing what the actual functionality of the product/brand is. Other customer ratings and reviews on the other hand really help me on my purchase decisions because knowing that their comments and thoughts are legitimate! Great post Joseph!
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Hey Andy! Thanks for commenting. Influencers today has a lot of community attention that would easily impact people. It’s no surprise that people are buying becasue of consumers, however people are definitely influence by friends and family. Usually everyone is different, not everyone is easily persuaded just because of their common influencers. Everthing is based on what signifies the most I guess.
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