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AMN401 Integrated Marketing Communication

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Question:

So here are the five consumer power strategies in the online environment: Power over the relationship; information; aggregation; participation and selfliberation. Let’s go through them one by one.

One - Power Over Relationship:

You have power over your relationship with online marketing by choosing to optin or opt-out. Whether you engage with marketers by joining a brand community, or whether you block their communications through spam filters, fire walls or unsubscribing from email lists. The choice to engage – or not - is yours.  You can even use ad blocking software to avoid advertising online all together if you want to.

Two – Information:

Information is also power. By searching for information online or reading a consumer review, we have the power to make better choices. Often we end up knowing more than the sales people in the store. Or more about the product or service than other people online. So we also have the power to influence others, by telling them about our experience with a product, or by rating a service.

Three – Aggregation:

Joining with other like-minded people multiplies our voice. This is aggregation, our third consumer power strategy. You can see the power of aggregation occurring when people join other fans of a brand on its online community. Or alternatively, when people team up with others who feel that a brand hasacted irresponsibly in some way, creating an ‘anti-brand’ community to expose product faults, unethical activity or even start a petition on change.org.

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My Assignment Help (2021) Integrated Marketing Communication [Online]. Available from: https://myassignmenthelp.com/free-samples/amn401-integrated-marketing-communication/empowering-patients-through-social-media.html
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My Assignment Help. 'Integrated Marketing Communication' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/amn401-integrated-marketing-communication/empowering-patients-through-social-media.html> accessed 19 April 2021.

My Assignment Help. Integrated Marketing Communication [Internet]. My Assignment Help. 2021 [cited 19 April 2021]. Available from: https://myassignmenthelp.com/free-samples/amn401-integrated-marketing-communication/empowering-patients-through-social-media.html.


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