This essay is 900 words speaker review. we are going to analysis an issue referred on his topic, I already wrote introduction which is summaries and structure. you only need to finish Definition, Discussion and Conclusion.
You are free to change the topic to what you would like to discuss(which is this sentence -In this essay, it will discuss the role of storytelling in brands to achieve costumer’s engagement in global market.) and the Discussion points I list also free to change. but please following my instruction: Definition, Discussion and Conclusion.
*Please try to sent me back at 12 pm on Tuesday in Australia east coast time.
*You are free to call me in anytime if have any question.
*The fellowing is a example of “D” score essay my friend wrote.
Introduction
Chris Ellis, in his presentation, mentioned that in recent years, advertisers are more interested in using newer technologies for their campaigns. However according to him the level of technology usage is questionable, as technology has to be used in a way that adds value to consumers. Technology itself is not a solution for brand communication problems as creative ideas that uses existing technologies in a useful way is more important. Consumers in the modern age are more powerful than ever and they have an enormous power when choosing the media contents to engage (Boyer, 2002). Hence, the advertisers need to create contents or consumer experiences that add value to them (Buke 2002). These contents or products need to be digital media solutions for consumer issues or contents that enhance their life styles.
Definition: (Interactive with customer via technology)
According to Zeithaml and Bitner (2009), technology is dramatically and profoundly changing the behaviors of customer. Consumers are choosing the contents that they are going to engage with and they look for contents that are beneficial for them. Hence consumer engagements with brands are important and interactive media contents have the ability to use to build the necessary brand engagement. According to Advertising Research Foundation (ARF 2006), brand engagement is turning on a prospect to a brand idea enhanced by the surrounding media context. Media contents has to be valuable and worth the consumer engagement. It embodies a sense of consumer involvement with brand attributes. According to Keller’s Customer-Based brand Equity model (Keller 2001), brand engagement can be referred as different vehicles. Interactive digital media is one of most powerful methodologies.
Discussion:
The role of brand engagement in interactive media
Interactive media technologies to promote advertisement, seems help brands to attract consumer’s attention and also to enhance brand loyalty (Reinartz, 2004). Due to the rapid growth of social networking and on-line consumer shopping trends, the importance of building and maintaining customer loyalty by creating interactive media has come into sharper focus in brand engagement. However, when marketer uses several of media approaches to inspire customers to engage brand, this situation will be alleviated. Apotek, hair-raising subway advertisement is current example that uses interactive media technologies to improve consumer engagement with the brand. This is a digital advertising campaign in subways in Sweden for hair-care products. To promote a new line of hair products, Apotek snuck ultrasonic sensors into digital screens on a Stockholm subway platform. When the train’s arrives, it ensures that the model’s luscious tresses are blown away. This strategy aims to use billboard as technology tools that interact with target audience’s day-to-day activities. As a result, it is beneficial for improving brand engagement and brand loyalty. Apotek also utilized online platforms, such as YouTube to launch their online advertising by posting video contents related this campaign. It allowed the consumers to share this experience within their social network and it helped to improve consumer brand engagement.
Products or brands via interactive media technologies could enhance brand image.
Cited by Porter (2001), technology has significant impact on improving brand image. In recent day, for advertising industry it is hard to impress target customer only through product or brand. Building and maintaining brand loyalty should use new technology in order to attract more customers. Nike+ Sport Watch, which is a product for people who like running. The Nike+ Sport Wacth GPS keeps track of user’s location, pace, distance, laps, and calories burned. It is a successful instance of using technology to build products and platform that enabled consumer to track and share performance. By 2012, Nike had committed to a social strategy that linked product with experience. This strategy aimed to enhance brand loyalty via technology. As a result, it is beneficial for developing high performance and improving brand loyalty. After launching its Nike.com website in 1998, Nike began to use the emerging medium to communicate with customers. Also Nike teamed up with the media company and website, Garwker, to create a blog which called “Art of Speed” to maintain customers. This blog featured 15 filmmakers Nike had challenged to interpret the idea of speed. In additionally, the blog featured content about the directors, and using digital technology used to create a film. At the time, Gawker had between 400,000 and 700,000 unique visitor each month. The result shows that subscribers of Nike in blog obviously increase interactive in a conversation with the sponsor. Hence, brand via interactive digital media not only could attract customer’s attention but also allow customers to realize brand and interact with brand. This is a way to enhance brand image.
How to improve the brand awareness using interactive media technologies
For advertisers, to build a strong brand is one of significant goal of product and brand management via their campaigns. According to Kapferer (2004), strong brand results in higher revenue steams. Some evidences have been shown that using interactive media technologies could improve brand awareness. Cited by Aasker’s equity model and Keller’s customer-based brand equity model, it explained that how consumer perceive and evaluate brands by investigating certain knowledge structures such as brand awareness, image and personality through using interactive media technologies. (Aaker, 1997)
According to Parasuraman (2000), brand awareness has the greatest total effect on brand loyalty. For instance, LEGO, which is the best known for the manufacture of brand toys, is a successful instance of using interactive media technology to enhance brand awareness. It launched a campaign called “MOST CUSTOMIZABLE IPHONE CASE” on Instagram. In terms of using technology tools as a platform for attracting target customer, Lego allows their customers to showoff their own creativity on Instagram. In additionally, they could share each one personalized their case by tagging their Instragram Photo with “ #LEGOxBelkin” on Instagram. This strategy successfully explains the effect of Lego via technology to improve its brand awareness and let more customers know this brand.
Conclusion
Under the digital age, more and more marketers and agencies are drawing attentions on brand engagement by using mass of interactive media technologies to launch advertising campaigns and establish strategy plans in order attract more customers. Brand engagement in interactive media technologies has been concerned as a significant orientation in the advertising industry when it may help brand enhance brand loyalty, brand awareness and involvement.
