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/
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
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