Consumer Engagement in a Virtual Brand Community: An Analysis

Kellogg’s always tries to engage with their customers and future customers through various ways like its interesting advertising campaigns. Like, TV and newspaper ads and Kellogg’s also use social media such as Facebook and Twitter to approach its customers, conduct various surveys to get to know their customers’ expectations and interests. Kellogg’s always tries to create two-way engagement platforms to interact with its customers about its products as well as its CSR initiatives.

In these two professors’ work, customers are still in the core of business. According to Vargo and Lush (2004), customers are defined as resources which always change and need to be catched and held. In order to do that, firms have to do marketing researches, understand customers’ demands and conduct promotion activities for their products.

ReferencesShanahan J. 2006, Consumer-centricity: An idea whose Time Has Come, Australian Marketing Institute, viewed on 5 December 2006, Optus, viewed 24 January 2007 Hutchison 3, viewed 24 January 2007, Telstra, viewed 24 January 2007 Vodafone, viewed 24 January 2007 < http://www.vodafone.com.au/>

The purchasing goods &amp; services have throughout the years begun to lead to a new perception of consumer relationship and in ways businesses conduct their operations. Not only is a business concerned with the buying and selling of goods &amp; services but to further maintain that relationship with their customers to correlate between both parties. As this being the prime functionality of businesses, each business must differentiate themselves with other businesses offering different and wholesome services, which overwhelms their competitors, thus adding their own individualistic value to the marketing

The main body of the literature review commences with a quick history of consumerism and customer satisfaction and the effects of proper implementation. Various secondary sources examine survey and questionnaire reliability, deciphering such information, along with the

This essay will start to explore and define the meaning of customer orientation in depth. The marketing concept and the marketing mix will help discover after what it means to be a customer focused firm. This will occur through the scrutiny of the term in respect to product, price, place and promotion.

The Partner Engagement is about how we make an impact to the customer experience and how we drive customer satisfaction through our individual contributions. It consists of various elements such as professional communication, making timely phone calls or providing examples as to how we can improve our customer service skills.

Consumer Engagement- It provides new and innovative applications with perfect targeting and real time consumer’s data so it can be helpful for same department or customer service department to target a particular group of cusomers thus can improve

To deliver a more profitable relationship with customers the importance of customer engagement cannot be ignored. According to Dave Chaffey (2016) “customer engagement is the repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand”.

As the levels increase, the likelihood of the customer advocating the business’s product/service improves. Levels 3-5 are classified underneath the “engaged customer” and definitively, these types of customers actively promote the product/service and increase an organization’s opportunities for long-term growth and profit. Most importantly, how do we create engaged customers? The four key strategic elements to capture engagement are customer value proposition, brand, internal culture elements, and customer experience. (Alpert & Roberts, 2010)

The types of involvement that can be identified in MINI’s customers are related to the so-called product and ego involvement as the interest is mainly in the MINI itself, but also relates to the customers’ self concept (Solomon et al, 2006). What is more, MINI has become an icon and the level of involvement can be associated with cult products (Solomon et al, 2006).

Community engagement: this is a set of processes that ensures that the brand community actively and emotionally engage with members. The brand levels with the members of the community by seeking ways of stimulating interactions between and among them. And oftentimes fuel healthy competition and collaborations within the community.

The overall purpose of this report is to come across the challenges of understanding the consumer and how an understanding of consumers is a key input into the development of an effective and efficient marketing mix strategy. How and in what ways marketing and consumer behaviour theories influence (or influenced) decision making process for a product. This report serves a set of factors and influences that effect the consumer buying behaviour in different products. It contains the purchases for one week in a matrix and can be useful to the marketers to analyse the consumer buying behaviour and the needs and preferences of the consumer when purchasing a product. This report can also help the marketers to plan their marketing strategy in the best way that consumers and the companies get benefited. The marketers can analyse a product in view of the consumers who are the ultimate users of the product. Analysing this report gives them a view of new strategies for their product to be successful in the market.

I am creating a detailed assignment In view of the dynamic nature of the marketing environment and to what extent are consumers considered to be, in practice, central to marketing activities? I am firstly going to go into depth about what marketing actually is then breaking that up into sections to investigate around the question asked, branching off to explain about what the dynamic environment is and what the four P’s represent, marketing and the consumer and finally to create a conclusion to the question. Andrew Cohen (President, The A team) said ‘’Marketing is meeting the needs and wants of a consumer.’’ There are many different definitions of marketing, most surrounding the same point, which is exactly what Cohen’s definition states-

•USS has Customer Engagement Marketing where they receive feedbacks from customers and improve on feedback thus improving customer relation thus preventing not meeting up the customer expectation.