Enhancing Trustworthiness with Marketing

There are different types of advertising campaigns that stress relay ability and trust. For any company in the market, advertisements help to enhance a company’s brand. Both a money-back guarantee and a good warranty suggest that the company will stand behind the product. Another approach is to emphasize the history of the company. Being in business for a long time makes the costumers feel that the product is worth the money. When the company has a good service department, it means it supports the product, and the customers are more likely to buy the next product that the company offers. Therefore, all of them reinforce the product’s desirability and make customers move from a one-time purchase to lifelong buying of the brand. Trustworthiness is relationship between the company and the customer. The company will be successful if the goods are of strong quality and will satisfy the customers’ needs. Jonathan Hinz discusses how finding and keeping customers is important in the market. “Collecting customer feedback is a great first step, but to foster ongoing trust, you can show that you must act on that information. By responding to negative feedback, you can show that you care about your customers and are committed to improving their experience. When a prospect reads customer reviews and sees that your company is actively engaging with customers and addressing their complaints, he or she perceives that your company is responsive, transparent and reliable" (Hinz, 2015). The trust of customers can apply to how the company treats them well and responds to their needs in any moment. 

            Internet and social media have changed customer loyalty. In the past, not as many companies competed to sell the same product. Today, we have a large variety of the same product sold by many different companies. Also, people are able to shop online and purchase what they want at a better price. Individuals did not have as many opportunities previously as they do now. Therefore, customers’ loyalty sometimes is replaced by the lowest price point and the best online review. There is much more competition in the market. That is why the internet is called the world wide web. The companies compete on larger stage, and the advertising is much more important to promote the benefits of the products. Advertising is about playing up the benefits. Each company wants to sell its products to the most people. The advertising strategies have to change. People are looking for effective and cheap products. The marketing on the web needs to be more general to reach a mass audience around the world. An example of a company that did not consider how the ad campaign would apply in different countries was Chevrolet vehicles. The company had a car called the Nova, which it marketed in Spanish speaking countries. The company wondered why it did not sell well until it realized that in Spanish No va means no go, and who wants to buy a car that does not go? The misunderstanding between the company and the audience lead to the loss of sales, and the customers took their business elsewhere, breaking customer loyalty. Using more effective advertisements can help to avoid the misunderstanding between the two parties.

            The storytelling of a product in the market has changed. However, in all forms of product advertisement, whether they be ads, print, or on television or social media, all kinds of ads come back to testimonials. The testimonial is a customer perspective on a product. These reviews can be shown in different formats. It can be face-to-face, or an ad where somebody talks about the product, such as a celebrity. In social media platforms, there are also written reviews from customers. Companies have the power to control people’s minds and convince them how much better their product will be than others. However, the best way to earn more customers, other than social media, is to tell people and establish a good reputation through word of mouth. People will tell their friends about the quality of a product that they bought recently. One person that will be satisfied, recommend it to another friend, and the cycle will continue.


                        
                                                        https://vinelab.com/category/influencer-marketing/

                                           Good feedback from a person can encourage other people

             Chapter three in the textbook discussed harnessing the inner marketer, and part of that included the marketing mix that a product can create. The marketing mix consists of the four marketing “Ps”: Product, Place, Price and Promotion. The competition in the market will follow these four elements to convince a customer to buy any product. People are looking for a good product at the best price but also in easy way, such as online shopping. The company has to promote it well and reach larger audience, therefore, social media platforms (Facebook, Instagram, Snapchat, etc.) can support companies and create more competition between them. According to the textbook, “Product is about examining the appropriateness of the product for its market. It looks at the quality (production values) and key attributes of the media property, its target markets, and its competition” (Zeiser, 2015, p.36).  The big companies, such as Apple or Nike have a larger audience from two main reasons. One of them is constant product promotions. The other one is catering to the customers’ needs and increasing their buyers from one customer to another. Personally, when I bought a new iPhone and was very happy about it and about the customer service that they provide, I gave positive feedback about the product and recommend it to other people. When I found the quality was better than Samsung phones, I posted a review on social media and encouraged others to buy the same phone.

                        
                        https://placeit.net/stages/sharing-iphone-6-white-with-a-friend
                                                               iPhone stock photo

The Power Of Customer Trust In Brand Marketing. (2015, November 24). Retrieved from https://marketingland.com/power-customer-trust-brand-marketing-147355

How Our Imagination Opens Up New Worlds

The imagination of a person can change the world perspective about many topics by giving new ideas that are different than what is happening in the real world. People use their imagination to create a better reality in their head - an alternate reality that is more desirable. On one hand, the imagination world can be seen as a positive, however on the other hand it can be seen has a negative. According to the website Big Question Online, when viewing a film, the audience may connect to some of the characters in it, which is a positive experience, but if something bad happens to that character the flip side will be how emotional the audience can get because something unexpected has happened. This causes the audience to feel upset about the scene because they could feel anger, disappointment, heartbroken and sad. Therefore, the experience becomes a negative one.

            Chapter three in the book As If  by Saler was divided into two parts. The first half talked about ironic imagination. What is ironic about Sir Arthur Conan Doyle, author of the Sherlock Holmes novels, was that he wrote fiction, but did not understand the different between the real and non-real world, since he believes in fairies. In fact, in 1920 he “published an article in The Strand magazine affirming his belief in the existence of fairies” (pg.105). In addition, fans of the rationalist detective Sherlock Holmes novels believed that he was a real man and not a fictional character. According to the textbook, “The wonderful irony of the situation is that at the same time that Conan Doyle was criticized for claiming that fairies were real” (pg. 106).

           

The second half of chapter three was about naïve believers. Those people are easy to influence and convince. They are open minded and easily swayed because they are naïve. These types of people might be a follower than a leader. Their personality will accept new ideas and they are not going to question things. Young children are included in this group because they are easy to influence. For example, it is easy to convince a little kid that the Easter Bunny, Santa, and Tooth Fairy exist. The suspension of disbelief is greater for kids than adults. This is because the imagination picture in the kid’s mind it is not being filtered by logic. When kids are watching a movie they become enchanted with the story. Also, teenagers also can be included in this group as well. They think they know everything and how the world works. Many teenagers have not experienced the outside world, which makes them vulnerable and gullible, susceptible to danger. For example, in today’s world teenagers think they have the power to change everything that happens around them. The movies that they watch affect their view of the real world. So, they use their imagination and believe that it is true and they are able to do so.

Imagination can be easily used for advertisement and the market to sell more products. When the audience feels connected to a story and relate to some of the characters, it makes what they are selling more popular. When people are watching a movie or reading a book, they put themselves at the same spot as the character especially if they like the character. The imagination is necessary to get into the story deeply. For instance, as we get the picture that we want we are creating a better world in our personal lives and that’s how we want the story to be in reality. When we read a story, our imagination about it is our world and how we perceive the story. Our imagination about a story is never the same as another person’s. We can either put ourselves in the story or we can take the place of one of the characters when we are imagining. The product that advertisement trying to sell makes us use our minds and buy the story. Most of the time, they are telling us that their product can make our lives better somehow. When we imagine what they are telling us, we buy into the narrative and then buy the product. Each of us wants to live a perfect life without worrying about numerous things in real life. Using our imagination creates a perfect world for us. The advertisement of films and books that in the market can be used for good if people we love the storytelling that in it and will sell it in a smart way.

https://www.rogerebert.com/reviews/sherlock-holmes-2009

The detective Sherlock Holmes

Refrences

Williamson, T. (2016, January 20). How Can Imagination Change the World? Retrieved from https://www.bigquestionsonline.com/2013/06/25/how-can-imagination-change-world/