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Consumer Behaviors Advertiser Spending Aaron Abbott

Consumer Behaviors Advertiser Spending Aaron Abbott



www.BrandLessBox.com White Paper

www.BrandLessBox.com White Paper



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    Consumer Behaviors Advertiser Spending Aaron Abbott Consumer Behaviors Advertiser Spending Aaron Abbott Document Transcript

    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             1   Running head: CONSUMER BEHAVIORS AND ADVERTISER SPENDING Consumer Behaviors and Advertiser Spending on the Internet: Insights to When, Where, and How Aaron Michael Abbott www.BrandLessBox.com
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             2   Consumers have trusted and understood emerging Internet technologies more and more. Research has shown that trends and behaviors, of the consumer, have affected when, where, and how advertisers should be spending advertising money (see Table 1). The ability to utilize an interactive platform that would predict the consumer’s Internet behavioral experiences, leading to insights of the consumer’s future behaviors, would prove to be invaluable. These insights could even help develop new Internet technologies and vehicles of mass communication. Thus far, the evolution of Web 2.0 and social networking sites has redefined online marketing strategies and opportunities. Further, these opportunities correlate to the availability of research and experimental findings; regarding the behaviors of the end-consumer’s experience on the Internet (Cheung, Zhu, Kwong, Chan & Limayem, 2003). “Google Analytics [and the like] are all about understanding the experience…to influence their behavior,” Avinash Kaushik (2007), Director of Research & Analytics at Intuit. As marketers and companies begin to understand the evolving research and the true scope of the consumer’s Internet behavioral experience, spending of advertising dollars can be mapped and predicted in relation to when, where, and how. Web 2.0 companies have catered specifically to the behavioral experience of the consumer. This attention to the experience, predictions of behavior, and development of the desired interactions has been vital. The eMarketer web site points out the fact that Facebook has been blowing MySpace away when it comes to user satisfaction. Traffic has shifted and so have advertising dollars (2009). As a result, innovative methodologies and vehicles for brand identity and message delivery have surfaced—in tandem with the development of unique user experiences. Two major variables in this evolution have been that the end consumer: (a) is
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             3   capable of understanding how to utilize these emerging web technologies and (b) has wanted to use the technologies. Table 1 Evaluation of advertiser spending relating to research of consumer use and behavior. Website URL Summary of ideas Use of information MediaPost http://www.media 2009-2014 34% compounded post.com/publicati Money spent on social growth rate; result of ons/?fa=Articles.sh media advertising increased consumer use owArticle&art_aid= $716 million to $3.11 of social media 109611 billion eMarketer http://www.emark 2008-2009 Changes in spending eter.com/Article.as Advertising money spent: due to Facebook px?Ne=1040&N=77 MySpace down $90 outperforming MySpace 9&No=6&R=10071 million; Facebook up $20 (Consumers like, and 65&xsrc=article_he million use, Facebook more) ad_sitesearchx BledConfe www.bledconfere 1994-2001 Research is allowing rence nce.org/proceedi Amount of research in marketers/advertisers to ngs.nsf/0/.../16Ch publications from less than understand the when, eung.pdf 5 to more than 120 where, and why “According to Forrester Research, reported by Richard H. Levey at Directmag.com, 60% of marketers surveyed will increase their interactive marketing budgets by
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             4   shifting funds from traditional media” (Loechner, 2009). This literary review will explore the realm of the Internet behavioral experience and how the marketer can utilize it to predict more targeted, and cost-effective advertising spending.
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             5   References Cheung, C. M. K., Zhu, L., Kwong, T., Chan, G. W. W., & Limayem, M. (2003). Online consumer behavior: A review and agenda for future research. Retrieved July 15, 2009 from www.bledconference.org/proceedings.nsf/0/.../16Cheung.pdf eMarketer (2009, July 9). Is social network advertising ready for primetime. Retrieved July 17, 2009 from http://www.emarketer.com/Article.aspx?Ne=1040&N=779&No=6&R=100 7165&xsrc=article_head_sitesearchx Kaushik, A. (2007, September 14). Creating a data driven culture. [Video file]. Video posted July 17, 2009 from YouTube Web site: http://www.youtube.com/watch?v=OT u02Gab0Qw Loechner, J. (2009, July 14). Traditional marketing budgets lose to interactive. Retrieved July 17, 2009 from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid =109611
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             6   Running head: THE EVOLUTION OF MOBILE SOCIAL MEDIA Mobile  Social  Media: The Evolution of Web 2.0 and Business Models Aaron Michael Abbott Full Sail University
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             7   If technology has advanced, then the Internet has evolved. This evolution has been an integral part of how businesses and organizations use, share, and control the data, and content, that is exchanged. Looking into the recent developments of social networking sites, in conjunction with mobile marketing developments, it shows how this evolution has affected business models, and practices, all together (Abramovich, 2008). As well, these insights are showing advertisers and companies where to turn next. Look at two giants in the Web 2.0 development game—Apple and Google (Mooney, 2008). Apple has manufactured computers, developed software, and has been around since the beginning. Google, a more recent addition to the marketplace, has been one of the most significant search engines on the Internet—developing a wide range of free alternative software solutions like e-mail, maps, calendars, document and spreadsheet applications, video-chat, and more. So, how did competition surface between a prolific search engine company and the leading computer manufacture/software company—in the mobile telephone market? These companies have followed their consumer’s behaviors and developed future solutions/products based on the existing predicted desires. So with iPhone versus Google Phone, the impacts that Web 2.0 developments have upon the birth of business model opportunities are obvious. We are seeing more traffic on social web sites, increased spending in the mobile market, and more and more advertisers are starting to look to social and mobile media outlets for message delivery opportunities (see Table 1). Web 2.0 has meant new marketing opportunities, product developments, and even business model, well, remodeling. It is where these companies turn, to seek out this information,
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             8   that Apple and Google have seemingly mastered over the past 5 years. They have had access to their consumer demographics and online behaviors directly. It is the core of their businesses. Table 1 Factors of growth, attention, and development for social and mobile media, Website URL Summary of ideas Use of information MobileMarketer http://www.mobilem   Percentage of Shows interest of arketer.com/cms/lib   Advertisers investing advertisers /294.pdf   in Social Media increasing steadily 38% in 2006 in one year 48% in 2009 MMAGlobal http://www.mmaglobal. US spending on Growing Mobile com/articles/mobile- Mobile Marketing Market is gaining marketing-mayberry- $1.7 billion in 2009 revenue streams or-wild-west $2.16 billion in 2010 from increased use Mashable http://www.mashable.c More than 7 million Highly visited Blog om/about/ monthly page views in features, Web 2.0 2009 and Social Media news Google gets to see where everyone visits on the Internet, and when. While Apple has mastered what the consumer wants out of their computer, and it’s interactivity.
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             9   Without being a huge corporation, where and how can one access this invaluable information? This is the power of the social network. Access to the motivations, consumer behaviors, and desires can be found on any blog, in any corner of the Internet. Blogs are just the beginning too. With companies like Facebook and Twitter re-writing how people communicate on a daily basis, mobile media companies are jumping on the bandwagon and are getting ready for the day when the supercomputers that took up rooms in the past, will be carried around In pockets and on belts. It is a give and take between ingenuity and predictability. This is the power of social media merging with mobile media. This literary review will discuss what effects social media networking have on the development of mobile media companies and the products they produce. As well as who these companies are likely to be.
    •                                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com             10   References About Us. (n.d.). In Mashable’s Social Media Guide. Retrieved July 24, 2009 from http://mashable.com/about/ Abramovich, G. (2008, January 9). Immediacy triggers growth in mobile social networking. Mobile Marketer’s Outlook 2008, 25. Retrieved July 24, 2009 from http://www.mobil emarketer.com/cms/lib/294.pdf Mooney, L. (2008, January 9). A Google face off with Apple? Bite me. Mobile Marketer’s Outlook 2008, 11. Retrieved July 24, 2009 from http://www.mobilemarketer.com/cms/ lib/294.pdf Wehrs, M. (n.d.). Mobile marketing: mayberry or the wild west. Retrieved July 24, 2009 from http://www.mmaglobal.com/articles/mobile-marketing-mayberry-or-wild-west