Find ways to champion their ideologies in the marketplace Celebrateinvite

Find ways to champion their ideologies in the

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Find ways to champion their ideologies in the marketplace Celebrate/invite people to participate identify as “insiders” Coded language Rewards and loyalty programs = Influencers and Consumer Community = Celebrity endorsements can be expensive and risky Influencers are seen as a safer bet to furthering engagement with consumers and building loyalty Consumers often feel more of a connection with influences Talking to Ready-made community is more effective sometimes Creative direction of the ads is seen to be shared Creative department of the ad agency maintains stars personalities while aligning with the brand’s messaging Regular/ weekly release of videos Engage audience by releasing memes referring to precious video Encourage tagging, but only those who viewed video get the post Relationship between consumers and brans seems to no longer be dyadic ( ) (between consumers and producers) No viewed as a complex triad, or network of relationships Co-consuming group organize around particular brads to co-construct for the value they help create Co-creative consumers dedicate their energy, knowledge, time or resources to brands, providing marketing resources, ideas and data to help develop marketing strategy but they still have to pay for purchasing products or services = The future of consumer co-creation = Threatened by the market movement Downshifting But even these models generate new ways to co-create knowledge and value around lifestyle choices And/or can be co-opted by marketers 2
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  • Spring '11
  • Conlin
  • Marketing, Brand, Branding and Identity

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