It is a fundamental error for any brand marketing team not to understand their target audience, regardless of whether the impression or relationship with the customer is based online or offline. Now, as social media provides a forum for a more authentic, transparent and personal connection, it brings to light just how well a brand has judged (or misjudged) their customer base.
Digital Emotiveness: The New Key to Participatory Marketing
These days, consumers are more involved and educated than ever before in terms of their purchasing decisions. For marketers, this is a powerful opportunity to reach consumers directly and win them over for life. However, it is critical to target customers directly at the level of their emotional response to a marketing campaign or product and get them invested in the vision and life of a brand.
Using Social Media During Market Week: B2B Strategies for Fashion
Previously on Fashion’s Collective, the question was raised as to whether or not brands fully understand the potential of their social media presences or are solely showing themselves au fait with the different social networks in a bid to “pimp” their brand (read the full article here). Today, I want to shift the focus to whether or not brands are aware of the potential of social media within the B2B space. After attending the AW12 market that just wrapped up, it seems that many brands have yet to unlock the power of Twitter, Facebook, Pinterest et al for trade purposes.
The Legal Concerns of Pinterest for Brands
Previously on Fashion’s Collective, we touched on the four areas of intellectual property law that digital marketers may want to revisit as brands increasingly become present across the main social media platforms (Facebook, Twitter, Tumblr and Instagram).
Creating Tribes Around Cause-based Initiatives
As with most things in our modern world, businesses evolve alongside human behavior. Sometimes, it’s the businesses themselves that innovate and cause a change in how we behave, like Apple’s creation of the iPhone. Other times, it is the culture that drives businesses to improve.
The Rise of the Fashion Exhibition
Five years ago, the pop-up was an essential marketing tool, generating real excitement and a buzz around fashion brands and retailers. Fast-forward to 2012, and the ephemeral stores are on their way to becoming truly passé. So what’s the new black when it comes to brand promotion? Surely the new front for generating enthusiasm is Facebook, Twitter, or Tumblr? Not so, as fashion houses have taken things to the next level, embedding their brand in the consumer’s cultural consciousness with a much more long-lasting marketing tool; the fashion exhibition.
