5.1 KNOW THE RULES
The main aim of this study was to investigate the ways brands gain successful exposure in the market, and the way they build relationships with consumers. Upon researching, it was found that there are certain brands that do not necessarily follow the current advised procedures for this practice. One of these brands is Apple Inc., and being one of the most cherished brands of all times, it was decided that an investigation on its consumers’ behaviour would possibly shed light over the research question: “Are there exceptions to the current rules in the practice of brand communications and exposure?”. To be able to raise the hypothesis of the exception, the current procedures for successful brand exposure and communications, were examined and analysed, and then compared to the survey’s results on Apple’s consumers’ opinions.
5.2 SUMMARY OF THE STUDY
The review of literature has provided important information on how the 21st century market is shaped and influenced by the digital technologies. It was observed that the direct effect derived from the cultural transformation of the digital ages, has created new ways of receiving information and new forms of communication amongst people. Consequently, it has also altered relationships between brands and consumers.
Most experts are suggesting that brands should adjust according to the new rules of the market, which imply that online existence is essential for achieving successful brand communications and
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Today, we are living in the age of information technology. Internet has brought revolution in every sphere of life. It has changed the way of our thinking, working and living. Last decade of 20th century witnessed major market players leaping to cash the dividends of this breakthrough. All major companies of the world are now utilizing the internet as an alternative channel for promotion and selling of their products. This paper critically analyzes the impacts of this transformation on the traditional channels and customers thereby focusing on future of the world markets. The research is backed by critical analysis on various aspects related to marketing channels around the world. At the end there are some useful guidelines for
Technology has changed almost every aspect of our lives. People, companies and institutions are affected from this new way of accessing information called Internet. We just have to look around and we will see how technology its after almost every operation nowadays. Because of the existence and use of the internet, companies and consumers are developing new habits of interaction between them. Companies need to take care of how they adapt to this habits, focusing in how they can offer their product and how their products can be accessed by their consumers. That is why internet marketing its the branch of marketing in which a high speed growth can be observed in this last decade. Because of technology and internet, the world its very connected, and every slightest change its noticed very rapidly, and at the same time customers are migrating their daily operations online. This can be explained by few variables: time and space convenience, easy shopping and comparison and information exchange.
The digital age has placed the power firmly in the consumer’s hands and also provided the means for those demands to be met. Modern day companies including car producers such as Ford create products based on the individual customer’s requirements. The colour, size, additional features and tyres can all be selected in advance, before the design is sent to the place of manufacture. Just in time production methods mean that this process can happen with immense speed and the customised product can be ready to drive within a matter of hours. This alteration in consumer buying patterns means that now instead of selling an individual product, advertisers are conveying a lifestyle and ideal for consumers to aspire to. The individualisation people feel through digital means that there is a far greater desire to convey a sense of self. After all, as the world gets bigger, it becomes harder to stand out from the crowd. Many brand’s strategies have fed from this insight in the past and through shared aspirations, values and style, create loyalty to the products, which become status symbols. Social media and blogs in particular, feed this ever increasing approach to advertising.
Today, brands play a bigger role in our lives than ever before. They’re texting us, tweeting us, and occasionally even insulting us. The ways brands interact with consumers has evolved, and so have shoppers’ expectations. Consumers have come to expect a higher
Trailers or advertisements for movies in 3D are shown increasingly at movie theaters. No longer are surround sound and high definition sufficient for sophisticated viewers. With the advent of new technology and new ways to film shows and movies, television makers are looking at ways to improve the viewing experience. Enter the 3D HDTV set, which retails anywhere from $1,500 to $8,000 with battery- operated 3D glasses that cost around $200.
Digital media is more than a new form of communication, it is an entirely different world of social interaction. The internet allows an instant, direct and interactive experience between businesses and consumers that encourages much more consumer involvement than ever before. Marketers have seen a gradual decline in traditional advertisement methods, and have shifted to a more social media based marketing campaign. The fundamentals of marketing need to be updated to keep up with the fast-paced lives of consumers. Companies who are not taking advantage of this digital platform will most likely fail no matter how large
The relation brand-consumer changed aspect. The brands have to watch henceforth what people say of them on these social media and to begin the dialogue with their consumers to make sure to keep a good "e-reputation" and to enter a relational optics with their customers. But they can also benefit from these digital social networks to try to create consumers' community on-line "ambassadors" around them, to federate them and to develop loyalty of them thanks to a communication and specific tools.
Because of its’ technology, Consumers are increasingly well informed, with the advent of internet technology which allows them to gather a great deal of information before making the choice to “hire” one product/service or another, according to their needs. Successful companies are increasingly turning to marketing to find niches spaces in the consumer consciousness in an effort to increase customer reaction by treating them as individuals with specific sets of needs. Company websites may offer specialized services that cover a wide range of possible targets in an effort to induce these more empowered customers to find value, displaying the loyalty that stems from satisfaction. The relationship between the consumer and the business is no longer necessarily determined entirely by the politics and media in this new age of marketing and the internet, which could afford to offer a sort of “one size fits all” package prior to macro-environmental reform initiatives that made the market more competitive and therefore individualized towards people’s needs. Successful and forward-thinking companies in the digital age must now concentrate on building profitable relationships with their customers, just as in any business.
Media has been the main channel through which marketers convey their brand messages and promote their products since 18th century. The traditional marketing model, which is the combination of companies, advertising agencies, and media, has worked well ever since. However, with the rise of Internet, the key role in branding played by conventional media, which comprises print media and broadcast media, has been increasingly challenged (Palmer & Koenig-Lewis, 2009). Marketing budgets has been greatly shifted to online channels (Jennings, 2007).
The age is firstly included. Though the target respondents are Chinese young consumers, the researcher still want to have a further look at the difference between different age intervals of the young group. The gender is expected to be recorded because male consumers may have different attitudes towards luxury digital branding with female consumers. Also, the region of living is included since the economy conditions as well as the engagement of digital technologies are different in cities of different tiers. In addition, the education level will be specified the five general degree which are high school, college degree, Bachelor’s, Master, and Doctoral degree, which may affect their understanding in digital branding. Finally, the frequency of luxury consumption is included as one of the measurements of consumers’ involvement in digital fashion branding.
Consumer’s decisions are mainly influenced by how well they know the product. The appearance of the product too influences the consumer’s choice and behavior. This makes the firms to use branding as a way to increase customer’s awareness on their products. Branding is tending to be inevitable for the firms these days. Branding has a great influence on consumer’s decisions. Firms are getting a greater challenge to ensure that they continuously remain up to date when it comes to different forms of advertisement and marketing strategies. This ensures that they acquire consumer’s loyalty, increase the market share of their brands and increase the volume of their brands they sell. In my research, I will use interview as a methodology that I can use to get more information from the consumers. I will use interviews to conduct research to come up with a summary of how well branding impacts the decisions of a consumer.
A significant number of the respondents are interested in being informed about their favorite brand and some are also willing to give feedback to the brand manufacturer, regarding the product, which in turn shows a desire for communication.
Brand positioning can play a pivotal role in the overall success of a brand and is described in the following ways. Kapferer (2008 p. ) argues that “brand positioning is about emphasising the