April 2021

What are Online Brand Communities?             Online brand communities are made up of groups of people who have come together around a shared interest in particular brands, connecting with them in ways that go deeper than merely purchasing products or services. The consumers who make up these communities develop a sense of loyalty to the brands […]

What is a Customer Journey?             A customer journey describes the sum total of experiences a customer goes through while interacting with a company. This includes contacts on a variety of different levels, and through a series of stages, comprising the consumer lifecycle. For example, prior to even making a purchase, customers will hear about

What Are Consumer Attitudes?             Generally speaking, attitudes are the beliefs, perceptions, and emotions that people have toward the people, places, and things in their environment. These responses are then expressed through actions, and can reflect either favorable or unfavorable judgements. In terms of marketing, attitudes refer to the way that consumers evaluate products and

Why Social Media Marketing Works             The publishing industry was one of the first to take advantage of the practice of social media marketing. It became a means of attracting users to certain websites, while at the same time sharing pertinent content with widespread audiences. Since its earliest uses in marketing, the entire realm of

What is Content Strategy?             Content strategy refers to the practice of using marketing goals as a basis for the creation of content, which is executed according to carefully conceived plans, with the aim of achieving these goals. Simply put, content is information about any given topic. In marketing, this information tends to take on

What is Emotional Marketing?             Emotional marketing refers to the practice of appealing to human emotions in advertising for the purpose of eliciting specific responses in order to sell products and promote brands. The underlying goal of marketers using this tool is to make connections with consumers at deep levels of feeling. Such an approach

How Do Cultural Differences Impact Branding?             The term “culture” describes the particular way groups of people live, encompassing their accumulated stores of knowledge, their beliefs and customs, and the various other elements of human behavior they have in common. Since culture provides a type of framework for a society, it affects all aspects of

What is Social Listening?             Although the term “social listening” sounds like it refers to eavesdropping on neighbors, in the marketing world it is a strategy used by companies first to identify, and then to analyze conversations and trends that occur on various social media platforms. The goal of this type of tracking is to identify