Evolving Consumer Behavior Aaron Abbott

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Evolving Consumer Behavior Aaron Abbott

  1. 1.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   1   Running Head: EVOLVING CONSUMER BEHAVIOR Evolving Consumer Behavior: The Institute for Forensic Education Aaron Michael Abbott www.BrandLessBox.com
  2. 2.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   2   With “94% of respondents reported watching online video with some level of frequency” (Schmitt, p.4), The Institute for Forensic Education (IFFE) has spent the last 5 years with a Web site and product architecture that has proven to be ahead of the times in an Internet-naïve, Criminal Justice System—allowing the company to prepare for when the marketplace is behaving as we see today. With changing consumer behaviors, and paradigm shifting models within the worlds of business and marketing practices, IFFE has been conscious of these technological developments and the inherit opportunities. While sales have been down, it is clear why. IFFE has marketed to only one segment of its target audience—the one with the highest price point, an additional challenge in achieving successful conversions. With experience and understanding, IFFE is putting on the Web 2.0 jumpsuit and taking the plunge. Price points are being greatly reduced based on segment spending habits, and these various market segments will be targeted separately. All future business models and Web site developments are based on the fundamentals of creating platforms that will cater to the exhibited behaviors and needs of the consumers that are being targeted. Consumer’s Internet behaviors are changing. It is no longer up to the company to say the product is the best.
  3. 3.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   3   The people are going directly to their fellow consumer to see what their actual experiences have been with the product (Deloitte, 2007). IFFE’s experiences and consumer’s responses support the opportunity to target market segments with varied interest for the consumption of the training videos. While www.CJexchange.com is being developed specifically for the students in the Criminal Justice System, fans of the television shows may never consider visiting a Web site that has training resources for the Criminal Justice System. But they all want video, and IFFE has that. With nearly 900,000 fans of CBS’ primetime hit, CSI, IFFE would miss a segment that would love this content (Facebook.com.com, n.d.). However, they may not respond to marketing of the learning aspect of the resources. Rather, they want to be entertained and provided with appropriate content that relates to their desires and behaviors (Cohen, 2008)—their interest in CSI and related content. If this was ignored, then these 900,000 fans may have never been successfully targeted, and remained a non-conversion forever. Consumer behavior has led IFFE to develop www.real- csi-videos.com, to target this specific market segment of Facebook.com. By targeting their curiosity while providing
  4. 4.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   4   solutions based on their behaviors of Internet use and media consumption, this Web site targets a more generalized audience—independent of the Criminal Justice System. These consumers connect with these shows enough to want to take the time to join a fan page on a social network. Appeal to this behavior, and the conversion trail will be stimulated into action. IFFE will soon begin advertising via these fan pages on the various social networks. Appealing to the consumer’s behaviors and understanding their interests, the company is in an optimum position to take advantage of the state of the Internet user in the beginning of the 2010’s. Recognizing and responding to the fact that Internet users want user-friendly experiences, with original content, it makes complete sense to respond to these behaviors with Internet platforms that cater to them, and marketing media that communicates the messages relating to their behavior patterns. While www.CJexchange.com will provide a platform that will allow students, teachers, and professional in the Criminal Justice System to connect and train with blogs, user forums, Web 2.0 tools, job boards, training resources, and more; it does limit its attractiveness to only those who are involved in the Criminal Justice in a professional
  5. 5.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   5   capacity. The value of www.real-csi-videos.com is that while it can still attract those users of www.CJexchange.com, it will be much more consumable by those in the general public who say, “I just love that show CSI!” And they love watching videos Online. By recognizing the behaviors of these segments, and what they want out of the Internet, IFFE is appealing to their evolving behaviors. Understanding that television show fans don’t want to be in a training program, and want to be entertained, IFFE is customizing marketable product versions based off what these consumers look for, where they go, and what they do while they are on the Web. These television show fans can access streaming videos $10.00 dollars per month at www.real-csi-videos.com. Without the foundation that the Hollywood Studios have ingrained into the psyche of the television audience around the world, and understanding and measuring their Internet behaviors within social networks, IFFE would be limited to the use of the existing site, www.ForensicDeathInvestigation.com, and www.CJexchange.com. The development of www.real-csi-videos.com is an opportunity based solely on the amount of traffic and content within the social network platforms relating to the subject matter of IFFE’s training videos. Tom Hopkins
  6. 6.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   6   points out that ”…for brands to be truly effective in social media they need to find something the social group wants to talk about" (MarketingWeek.com, 2008). This is the very nature of the video content IFFE is providing access to Online. IFFE has the content they want. Now IFFE just has to deliver it to the specific segments based on their behavior patters to ensure consumption in the appropriate places. This further dives into the fact that “the real value for advertisers is the role of social influence in persuading consumers to purchase” (Schmitt, p.6). The nature of the content will drive this word-of-mouse viral effect. When people see this content, they can’t help but tell their friends about it. This has been seen in past user experiences. By implementing opportunities to allow content creation on these new sites, such as user forums, discussions, product feedback, content upload areas, etc.; IFFE will provide a natural experience in relation to what consumers want out of the Internet today and allow natural brand evangelists to rise from the networks. While video access is the most important aspect of the membership to these sites, it is as important to provide fresh interactive experiences that involve the users. Such content as widgets, quizzes, interactive crime scenes, and
  7. 7.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   7   even online games will show that IFFE is with the times and thus, the content must be worth the small monthly fee. Especially when it involves access to content that the consumer is emotionally drawn to, and only available here. While providing content that is unique, stimulating, and creates a perceived and received value in the mind of the consumer; it is very important for IFFE to target these segments specifically and focus on who they are and where they are. For instance, advertising via Facebook.com pages will require creating ads that make mention of the television shows, and their desire to get inside the reality of crime scene investigation. Whereas, targeting students to utilize www.CJexchange.com will be much more appropriate via sites this segment uses for school and their careers. By knowing who is where, and why, IFFE will ensure proper communication to the proper segments, appealing to the behaviors and reasons for use of the various platforms. Consumption is based on the product being offered in a way that they would want to use it. In closing, IFFE has taken advantage of all opportunities it has had over the past 5 years to provide content that is needed by select audiences, in the ways they want to access it. Understanding the generalized scope, of the refined niche that the Criminal Justice
  8. 8.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   8   System is, in combination with popularity effect of the subject matter via the Hollywood Studios, there are huge international market segments that are sitting out there, with a desire for the content IFFE has to deliver. Without understanding their motivations, behaviors, and desires of Internet usage, IFFE would still be focused on selling the physical DVD/CD-ROM training programs in a world that is slowly moving away from traditional media and into the realm of new media. IFFE would ultimately ignore and lose potential consumers forever. Without recognizing the power of social media, such as with nearly 900,000 fans of the television show CSI on Facebook.com, then IFFE would miss out on a market that could eventually bring more money to the company than the schools, agencies, and students combined.
  9. 9.                                                                                                                                            Aaron  Abbott—www.BrandLessBox.com   9   References Cohen, A. (2008). Barneys and friend. Fast Company. Retrieved January 22, 2010 from http://www.fastcomp any.com/magazine/125/barneys-and-friend.html Deloitte & Touche USA LLP. (2007). Most consumers read and rely on Online reviews; companies must adjust. Marketing Charts. Retrieved January 22, 2010 from http://www.marketingcharts.com/interactive/most- consumers-read-and-rely-on-online-reviews-companies- must-adjust-2234/ Facebook.com.com. (n.d.). Retrieved January 22, 2010 from http://www.Facebook.com.com/search/?q=CSI&init=quick#/ CSI/CrimeSceneInvestigation?ref=search&sid=1676255965. 319495464..1 Marketing Week.com. (2008). Consumers in control. Marketing Week. Retrieved January 22, 2010 from http: //www.marketingweek.co.uk/in-depth-analysis/consumer s-in-control/2060326.article Schmitt, G., Supe, M., & Lerch, B. (2008). Meet the connected consumer: how social apps, pokes, and widgets can help you connect. The Razorfish Consumer Experience Report. Retrieved January 22, 2010 from http://www.scribd.com/doc/9631697/Meet-the-Connected- Consumer2008

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