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Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)

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DIGITAL CONSUMER BEHAVIOR
Basic Knowledge and Case Studies of new emerging behaviors in digital space

Bangkok University (Thailand) : MK 314 Section 3711
FIRST VERSION : NOV 2013
EDITED VERSION : JUL 2014

Published in: Marketing

Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)

  1. 1. DIGITAL CONSUMER BEHAVIOR AGENDA : ONLINE CONSUMER BEHAVIOR Bangkok University : MK 314 Section 3711 GUEST SPEAKER - KITTIPAT MAHAPUNT CLASS : FIRST VERSION : NOV 2013 EDITED VERSION : MAR 2014 Basic Knowledge and Case Studies of new emerging behaviors in digital space For education purpose only
  2. 2. BRAND’S WORLD CONSUMER’S WORLD The rise of consumer power changes the way we communicate to the world
  3. 3. WHO IS LOOK UP FOR TRANSIT MEDIA?
  4. 4. SHOWROOMING BEHAVIOR Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item
  5. 5. PERCEPTION GAP FEEL CONTROL LESS POWER CONTROLLED SINGLE MESSAGE UNPREDICTABLE MESSAGE CLOUD SELECTIVE DISTORTION
  6. 6. PERCEPTION GAP BRAND CONSUMER Product Price Place Promotion Service Excellence Experiences Customer Service CRM
  7. 7. TRADITIONAL ADVERTISING TODAYYESTERDAY
  8. 8. BRAND CONSUMER THE BLIND SPOT
  9. 9. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  10. 10. BRAND CONSUMER THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT BRAND BADGE CREATE CREATE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS HOW TO DEAL HOW TO DEAL
  11. 11. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  12. 12. MARKETING TERM FOMO - NOMOPHOBIA - PHUBBING MULTI-SCREEN BEHAVIOR REAL-TIME MARKETING BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  13. 13. กลัวตกข่าว ไลค์ไม่คิด เมนต์ไม่ยั้ง มีหลายใจ ใช้หลายจอ “ “[ FEAR OF MISSING OUT ] FOMO MARKETING ERA BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  14. 14. MyLife.com เผย 56%ของผู้คนมีความ กลัวที่จะตกข่าว จากเหตุการณ์ข่าวสารและการ อัพเดทสถานะที่สาคัญหากพวกเขาไม่คอยเช็ก Social Networks 26%กล่าวว่าพวก เขาพร้อมที่จะเลิกนิสัยที่ติดอยู่บาง อย่างเช่น การสูบ บุหรี่หรือติดโทรทัศน์ เพื่อแลกกับการใช้ Social Networks BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  15. 15. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT สิ่งแรกที่เด็กส่วนใหญ่ ร้อยละ 51.1 ทาหลังตื่นนอน คือ การ เช็กโทรศัพท์มือถือ เช่นเดียวกับสิ่ง สุดท้ายที่เด็กร้อยละ 35 ทา ก่อนนอน 51% สานักงานส่งเสริมสังคมแห่งการเรียนรู้และคุณภาพเยาวชน (สสค.)
  16. 16. “NOMOPHOBIA” This term for “no mobile phobia” refers to the fear people feel when separated from their mobile device. High-tech devices in general are becoming as integral to people as food and clothing (a macro trend we’ve termed Eat, Pray, Tech). With the mobile in particular, our attachments are deepening as the smartphone evolves into an indispensible Everything Hub and as it becomes more closely linked to our identity (see Mobile ID). Increasingly, going without this appendage will provoke real anxiety. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  17. 17. รู้สึกทนไม่ได้ถ้าอยู่คนเดียวโดยไม่ มีโทรศัพท์ เด็กไทยใช้เวลาอยู่กับโซเชียล มีเดียนานถึง 8 ชั่วโมง 42.5% สานักงานส่งเสริมสังคมแห่งการเรียนรู้และคุณภาพเยาวชน(สสค.) BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  18. 18. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT http://stopphubbing.com/
  19. 19. MULTI-SCREEN BEHAVIOR BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  20. 20. 97% of women who were watching the Oscars did so while using social media! BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  21. 21. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  22. 22. David Meerman Scott REAL-TIME MARKETING BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  23. 23. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  24. 24. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  25. 25. Semi Final 9 July 2014 7 1- 66m Generated 200 million posts, shares, comments and likes People involved
  26. 26. RIGHT-TIME MARKETINGREAL-TIME MARKETING IT’S NOT CONCEPT OF TALKING DURING EVENT AND FESTIVE Think Carefully before post FIRST ROW IN SPOTLIGHT RELEVANCY, NOT SPAMMING
  27. 27. UTILIZE 1st WAVE OPPORTUNITY CREATE 2nd WAVE
  28. 28. UTILIZE 1st WAVE OPPORTUNITY CREATE 2nd WAVE BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
  29. 29. Remember, we are playing around their relax zone WHAT BRAND WANTS WHAT USERS WANT DIGITAL SWEET SPOT
  30. 30. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  31. 31. BRAND CONSUMER
  32. 32. BRAND SOCIAL CIRCLE CONSUMER CO-CREATION
  33. 33. BRAND CONSUMER From Loser to God • ป๊ อดเรื่องจีบหญิง • เกรียนคีย์บอร์ด • User Generated Content • Brand as a Hero • The marriage of Facebook and Youtube • Blurred Line between Online and Offline BRAND SOCIAL CIRCLE CONSUMER CO-CREATION
  34. 34. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  35. 35. CROWDSOURCING COMMUNITY BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING
  36. 36. CROWDSOURCING COMMUNITY BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING PLATFORM MAY REQUIRED
  37. 37. BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING
  38. 38. BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING
  39. 39. BELGIUM Case Study KBC: The gap in the market BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING
  40. 40. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  41. 41. Consumer Voice Competitor Assault Catastrophe on failed service
  42. 42. PASSIVE / ACTIVE
  43. 43. BRAND SOCIAL CIRCLE CONSUMER SPREADING CRISIS MANAGEMENT
  44. 44. LISTEN THEN ACTION
  45. 45. CASE STUDIES Seen P&G's Thank You Mom? Find out the hidden truth. (Greenpeace)
  46. 46. PASSIVE / ACTIVE
  47. 47. BRAND SOCIAL CIRCLE CONSUMER SPREADING VIRAL?
  48. 48. BRAND SOCIAL CIRCLE CONSUMER SPREADING we’re not just sharing the object, we’re also sharing in the emotional response it creates. THE ENERGY EXCHANGE The Engagement Project: Connecting with Your Consumer in the Participation Age
  49. 49. BRAND CONSUMER BRANDED CONTENT The storytelling is moving from Brand Center to Consumer Center BRAND SOCIAL CIRCLE CONSUMER SPREADING
  50. 50. CONTENT BRAND BRAND CONTENT OR
  51. 51. BRAND SOCIAL CIRCLE CONSUMER SPREADING
  52. 52. “การจะมีความสุขกับสื่อบันเทิงก็คือ ในขณะหนึ่งเราต้อง ลืมความเป็นจริงไปเสียก่อน” Marco Tempest BRAND SOCIAL CIRCLE CONSUMER SPREADING
  53. 53. SRICHAND POWDER : FACEBOOK LOVE OPERA BRAND SOCIAL CIRCLE CONSUMER SPREADING
  54. 54. SHARABLE CONTENT You cannot see from anywhere else – Fresh, Incredible, Authentic Content Format they love to see – เจ๋ง, ขา, อา, ซึ้ง, เซ็กซ์, ดราม่า, ความทรงจา Virgin Airlines GMM Z TRUEMOVE ALOEDENTTNT Belgium Media to help BUZZ BRAND SOCIAL CIRCLE CONSUMER SPREADING
  55. 55. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  56. 56. Theory of Reasoned Action :Ajzen and Fishbein (1975 & 1980) Only 14% trust advertisements 90% of consumers trust peer recommendations BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  57. 57. 80% of global consumers research electronics / computer / music / movies products online before buying in stores 60% of global consumers research clothes, shoes, toys, health&beauty products online before buying in stores BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  58. 58. • 65% of people say they used their mobile device to find a business • 65% of consumers read between 2-10 reviews • 68% of women consult online reviews, along with 66% of men • 58% of consumers trust a business that has positive online reviews • 72% of consumers trust online reviews as much as personal recommendations • 70% of people have used the internet to find a local business in the last 12 months • 27% of consumers regularly use online reviews to determine which local business to use • 16% of consumers said they used the internet every week to find local businesses • 15% of consumers said they had not used the internet to find a local business BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  59. 59. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  60. 60. HIGHINVLOVEMENTPRODUCT BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  61. 61. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE IMPLICATION UNDERSTAND BEHAVIORAL ECOSYSTEM FINDING RIGHT INFLUENTIAL PEOPLE
  62. 62. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE McKinsey consumer decision journey
  63. 63. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE ASK / SEARCH / SURF
  64. 64. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE DIGITAL BEHAVIOR IS NOT LINEAR
  65. 65. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  66. 66. INFLUENCERS BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  67. 67. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  68. 68. PEOPLE LOVES CONTENT OF INFLUENCERS, NOT INFLUENCERS THEMSELVES BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
  69. 69. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
  70. 70. MEME AGE BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT
  71. 71. INTERNET BROUGHT NO BOUNDARY OF CULTURAL TRANMISSION BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT CULTURAL TRANSMISSION, ALSO KNOWN AS CULTURAL LEARNING, IS THE PROCESS AND METHOD OF PASSING ON SOCIALLY LEARNED INFORMATION. WITHIN A SPECIES, CULTURAL TRANSMISSION IS GREATLY INFLUENCED BY HOW ADULTS SOCIALIZE WITH EACH OTHER AND WITH THEIR YOUNG.
  72. 72. BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT
  73. 73. http://faceblog.in.th/2014/02/chadchart-meme-explained/ BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT
  74. 74. VIRAL PHENOMENA THAT SELLS BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT
  75. 75. PRODUCT FORMAT BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT PRODUCT USAGE ADVANTAGE OF CONSUMPTION MOMENT
  76. 76. BRAND CONSUMER SOCIAL CIRCLE BRAND BADGE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS
  77. 77. BRAND CONSUMER THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT BRAND BADGE CREATE CREATE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS HOW TO DEAL HOW TO DEAL
  78. 78. THANK YOU

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