{"id":24,"date":"2018-11-11T18:57:01","date_gmt":"2018-11-11T23:57:01","guid":{"rendered":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/?p=24"},"modified":"2018-11-25T20:29:58","modified_gmt":"2018-11-26T01:29:58","slug":"continuing-the-conversation","status":"publish","type":"post","link":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/2018\/11\/continuing-the-conversation\/","title":{"rendered":"Continuing the Conversation"},"content":{"rendered":"<p style=\"text-align: center\"><strong>Brands are not successful in the long run if they are stagnant and out-of-touch.\u00a0<\/strong><\/p>\n<p style=\"text-align: left\">According to an online Forbes article, &#8220;[m]arketing is like a game of chess, which isn\u2019t won in a single move&#8221; (Kareh, 2017). So, your connection with an audience should not be a one-time occurrence.<\/p>\n<p>So, I sat down with MP&amp;F\u2019s Director of Integrated Marketing, Knight, to discuss how brands achieve longevity and continue to capture the public\u2019s interest.<\/p>\n<p><strong>Here are my top takeaways:<\/strong><\/p>\n<ul>\n<li>Know your audience<\/li>\n<li>Nurture the conversation<\/li>\n<\/ul>\n<p>Knight says that one of the most fundamental and important aspects of integrated marketing is understanding your audience.\u00a0 The better you know your audience, the better you can reach and connect with them. For example, the taglines and messaging used to target a younger, more technologically savvy audience might differ greatly from the messaging and visual aspects used to target an older, more traditional audience. While the brand should be consistent, Knight says that \u201cdifferent audiences experience the brand differently.\u201d If you know each audience segment\u2019s preferences and styles, then you can better connect with each audience segment on a more personal and relatable level. So, take a cue from the oh-so-relatable Jimmy Fallon, and make sure you are <strong>connecting<\/strong> with your audience.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/media.giphy.com\/media\/FlATK5Zpo8esw\/giphy.gif\" alt=\"Image result for jimmy fallon thumbs up gif\" width=\"249\" height=\"198\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>I asked her how she strategically decides what each audience prefers. Knight explained that data collection, such as qualitative research and focus groups, is important. While it may be interesting to study <strong>what<\/strong> people do and <strong>how<\/strong> they act online, it is much more important to capture and understand the \u201c<strong>why<\/strong>\u201d that drives how people act and react. If you understand the \u201cwhy,\u201d then you can continue to market to people over a long period of time because you better understand the way that they think and feel about certain marketing tactics.<\/p>\n<p>One of the key words that Knight used when talking about integrated marketing is \u201cnurture.\u201d\u00a0 You do not want to overwhelm people and make them feel like you are talking <strong>at <\/strong>them. Instead, it should feel like a conversation. But remember, it is important that you don&#8217;t bombard your audience with constant contact.\u00a0This will make the ads feel unnatural, forced, and even sometimes annoying. Who wants that?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/media.giphy.com\/media\/FB8tuRYMmPmGQ\/giphy.gif\" alt=\"Image result for jimmy fallon gif\" width=\"365\" height=\"205\" \/><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left\">Have you ever noticed that certain email advertisements lead to various landing pages? Let\u2019s say you are a high school senior receiving a plethora of emails from universities vying for your attention. Some of these emails might ask you what\u00a0 field of study you are interested in and have hyperlinks to various pages on their website. If you click a certain link that indicates your field of interest, you might notice that future emails from this university are tailored to the major that you self-selected to be interested in. This is a way of <strong>nurturing<\/strong> the relationship with you and more directly targeting their ads to suit your needs. It makes the advertisements feel more personalized and conversational, which is a great\u00a0example of how to keep the conversation going. High five to that!<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/media.giphy.com\/media\/rgS5azacQACw8\/giphy.gif\" alt=\"Image result for jimmy fallon high five gif\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands are not successful in the long run if they are stagnant and out-of-touch.\u00a0 According to an online Forbes article, &#8220;[m]arketing is like a game of chess, which isn\u2019t won in a single move&#8221; (Kareh, 2017). So, your connection with an audience should not be a one-time occurrence. So, I sat down with MP&amp;F\u2019s Director&#8230;<\/p>\n","protected":false},"author":7896,"featured_media":107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-24","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/posts\/24","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/users\/7896"}],"replies":[{"embeddable":true,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/comments?post=24"}],"version-history":[{"count":11,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/posts\/24\/revisions"}],"predecessor-version":[{"id":171,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/posts\/24\/revisions\/171"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/media\/107"}],"wp:attachment":[{"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/media?parent=24"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/categories?post=24"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/my.dev.vanderbilt.edu\/toribrunetti\/wp-json\/wp\/v2\/tags?post=24"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}