Marketing Archives - IMM Institute

Brand Equity: What is it really?

Brand equity, Brand value, Brands, Customer loyalty, Marketing / IMM Editor

Comprehending and crafting brand equity is vital for every business intending to make it big and expand. This blog will define brand equity, the parts that make it up, and its important role in any branding project. As a strategic branding coach or simply a branding aficionado looking to learn more about the subject, the online short course on Strategic Brand Management by the IMM Institute is one of the best and explains how making brand equity take centre stage in your brand strategy can result in business success.

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Brands Who Cheated the Fundamentals: Biggest Brand Fails of 2024

Brands, Fail, Marketing, Trust / IMM Editor

In the year 2024, many big and popular brands have come under fire owing to expensive blunders that they committed themselves to. Insensitive messaging and disregard for privacy highlighted a failure to follow basic marketing principles. These mistakes served as a clear warning of the serious damage that can occur to a brand’s reputation when it strays from fundamental values. Today, where consumer trust is fragile and digital backlash swift, these brand failures offer valuable insights into the importance of consistency, transparency, and customer-centricity.

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Facts and Myths about SEO and Why Copywriting is Essential to the process

Marketing, SEO, SEO marketing, SEO tools / IMM Editor

Digital marketing has changed quite a lot over the past few years, giving rise to the role of Search Engine Optimisation (SEO) as an integral part of any business aiming to enhance its online profile. Still, given the changes in search engine algorithms and the endless theories out there, one would find it rather difficult to separate SEO myths from SEO truths. In this blog, we will be looking at different realities and beliefs about SEO and give reasons why one cannot avoid using copywriting principles when writing for search engines. We refer to this practice as SEO copywriting. If you are looking to develop SEO writing skills, you should sign up for the SEO Copywriting course offered by IMM Institute.

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Advertising on TikTok: Three Popular Marketing Gurus to Follow

Digital Marketing, Marketing, World of marketing / IMM Editor

The phenomenon of TikTok cannot be overlooked. The incorporation of this platform, whose active users exceed one billion in the world, has changed the modus operandi of addressing market audiences especially the young audiences. The short and entertaining focus by TikTok has got brands thinking of new ways to build up themselves through authenticity, creativity, originality and reach. For marketers, one has to understand the current trends and ad tactics of TikTok to keep up with the competition.

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Online Customer Relationships: 10 Common Mistakes and How to Fix Them

Digital Marketing, Marketing, World of marketing / IMM Editor

Did you know that 37% of customers say they won’t support a business due to a lack of a personalised experienced and poor customer relationship management? As online interactions become more central to the digital customer experience, nurturing strong, respectful relationships is crucial for building loyalty and long-term success. However, the digital realm and digital marketing also brings unique challenges, and even well-meaning professionals often make common mistakes in their approach.

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Retail operations: The Woolworths Cupcake controversy

Marketing, World of marketing / IMM Editor

In the retail world, decisions about pricing, product selection, and supplier choices can have far-reaching effects, especially when it comes to popular consumer items. A recent controversy involving Woolworths, a retail chain store in South Africa, highlighted the significance of these retail operations decisions. This time, the focus was on something unexpected: cupcakes. What started as a TikTok video quickly turned into a national debate about rising costs, consumer expectations, and how retail chains respond to customer feedback.

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The Psychology of Colour in Marketing: How Colours Influence Consumer Behaviour

Brands, Colours, Marketing, Psychology, Social Media Marketing / IMM Editor

Marketing is more than simply adding visual elements to adverts because the selection of colour also has a psychological impact on consumer behaviour, perceptions and even loyalty towards a brand. For marketers and creatives, it is very important to know how to make the most of the use of colour and its psychological effects.

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Why Authenticity in Marketing is Key to Building Trust

Marketing, Social Media Marketing / IMM Editor

Customers are looking for brands they can trust more and more. But why is that? Is it their need and want for connection? What, however, is authentic marketing, and how does it help build loyalty and trust which consumers seek? Here we will explore how the principles and practical tips of honesty and transparency in your marketing strategy can make a difference.

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Blockchain Technology: Enhancing Transparency in Supply Chains and Building Trust in Marketing

Marketing, Supply Chain / IMM Editor

Transparency can now be maintained with the revolutionary help of blockchain technology. Blockchain is revolutionising supply chain management and changing how marketers establish credibility with their target audience. It is no longer just a catchphrase. Blockchain promotes greater consumer connections, brand reputation, and transparency by enabling businesses to monitor and authenticate the origins of items.

Blockchain Technology: Enhancing Transparency in Supply Chains and Building Trust in Marketing Read More »

How to Build a Strong Social Media Presence for Small Businesses

Digital & Social Media Marketing, Marketing, Social Media Marketing / IMM Editor

The success of small companies is hinged on the establishment of a solid social media presence. But how do you establish a solid social media presence? It’s easy: apply strategic moves on social media platforms and connect with the audience. This blog will explore great ways to getting noticed online thereby making your business grow

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