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Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
Reference Group and Family Influence on Consumer BehaviorRamishSheikh1
This presentation is based on the important topics of the Two Chapters 1.Reference Group 2. Family Influence On Consumer Behavior.
Reference Group: Groups that serve as source of comparison, influence and norms for people’s opinion’s, values and behaviors.
Word Of Mouth: Communication where satisfied customer’s tell
other people how much they like a business,
product or service.
Source Credibility:A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.
Reference Group Influence:
* Normative Influence
*Comparative Influence
Consumption Related Reference Group:
There are several Types which are as follow:
*Friendship Group
*Shopping Group
*Virtual Community
*Advocacy Group
Factors Affecting reference Group Influence:
Conformity:
To influence its members, a reference group must:
Inform members that the brand or product exists.
Provide opportunity to compare thinking with the attitudes/behavior of the group.
Influence individual to adopt attitudes and behavior that are consistent with the group’s norms.
Legitimize the member’s decision to use the same products as other members.
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
Reference Group and Family Influence on Consumer BehaviorRamishSheikh1
This presentation is based on the important topics of the Two Chapters 1.Reference Group 2. Family Influence On Consumer Behavior.
Reference Group: Groups that serve as source of comparison, influence and norms for people’s opinion’s, values and behaviors.
Word Of Mouth: Communication where satisfied customer’s tell
other people how much they like a business,
product or service.
Source Credibility:A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.
Reference Group Influence:
* Normative Influence
*Comparative Influence
Consumption Related Reference Group:
There are several Types which are as follow:
*Friendship Group
*Shopping Group
*Virtual Community
*Advocacy Group
Factors Affecting reference Group Influence:
Conformity:
To influence its members, a reference group must:
Inform members that the brand or product exists.
Provide opportunity to compare thinking with the attitudes/behavior of the group.
Influence individual to adopt attitudes and behavior that are consistent with the group’s norms.
Legitimize the member’s decision to use the same products as other members.
Broad objective:
• To develop a consumer behavioral profile for the fast-food industry.
Specific objectives:
To know briefly about the fast food industry
To identify the consumer characteristics of the fast food industry in Dhaka
The group influence regarding fast food.
To identify the motivational factors that influences the fast food customers.
To see the perception of consumers between any two fast food regions of Dhaka.
To find the situation influences that affects the fast food buyers.
To identify the evaluative criteria that the consumers use for selecting fast-food outlet
To construct a list of best fast food items in Dhaka City
CCNY's BIC Consumer Behavior and Persuasion course, taught by Zontee Hou, challenged students to select a company of choice, develop 1-3 consumer profiles (exploring behaviors, path to purchase and motivation for buying) for the target audience of the company, and lastly determine the key consumer insight and 2-3 channels through which we'd recommend communicating with them.
After exploring 3 different consumer profiles, I chose to focus on Karen. Karen is a user that I classified as a "secret user" of Poo Pourri struggling with 'poop anxiety'. I walked the class through Karen's lifestyle and shopping behavior, followed by my view of Poo Pourri's objective and role of communications in her day-to-day life. After reviewing Karen's path to purchase, and the optimal touch points for communicating with her, Consideration and Education, I presented some mockup applications of Poo Pourri at those touch points.
The final product was a 12-minute presentation detailing the final strategy; target consumer, his/her path to purchase, and the 2-3 touch point communications for maximum impact.
Semester: Spring 2014
Service marketing- customer relationship managementsksbatish
customer relation management in service sector, the profitability segmentation of customers in service marketing, service marketing, the types of customers in various segmentation,
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Its an effort to understand Consumer Motivation with human needs, goals and various motives.
Motivation is the driving force within individuals that implies them to action…….
TYPES OF MOTIVATION
Positive Motivation
Negative Motivation
Extrinsic Motivation
Intrinsic Motivation
Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption
Gives insights into why people buy certain products
Stems from consumer needs: industries have been built around basic human needs
"A holistic view into performance marketing" by Selcuk Atli at Master in Grow...★ Selcuk Atli
A holistic view into performance marketing.
In this presentation, Selcuk Atli who is founder and CEO at Boostable explains how marketers should view different advertising channels in their toolbox and allocate their spend with their goals in mind.
Presentation at the Master in Growth Conference in Istanbul December 2014.
Gain a Holistic View of your Customer's JourneyPlatfora
Today, companies are capturing information about customers at every touchpoint, but the reality is that most companies are working with siloed marketing data because they’re using disparate tools to track online, offline, web, social, mobile, and advertising data.
In this presentation, Rod Fontecilla, VP of Application Modernization at Unisys, explains how his team uses Platfora to analyze, interact and understand data to drive customer success at Unisys.
Rod will highlight three specific Unisys use cases of Platfora, one of which involved a timely text survey sentiment analysis that produced insights enabling a course correction in favor of improved customer satisfaction.
Marketing Strategy for Marketing Diploma
Offered By Department of Agribusiness Management
Faculty of Agriculture and Plantation Management
Wayamba University of Sri Lanka
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETINGAgaineSandra1
Consumer markets are constantly changing, and marketers must understand new and emerging contexts to succeed
Widespread adoption of digital technologies has created a global consumer culture that affects local lifestyles and behaviors
Global consumer culture shapes cultural values and can significantly influence how individuals respond to marketing activities
Marketers need to understand both local and global nuances of a market and identify aspects that may impact consumer behavior
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
models of knowledge management, expert systems and knowledge management, the concept of knowledge value creation and ways to create value through knowledge
Management information system and controlsksbatish
It covers the relation ship between management information system and business performance management and also tells about the various kinds of information systems available.
It relates to the meaning and the types of copy writing done in advertising. It also tells how important is execution of a meaasage and how copy should be adjusted to the type of media.
performance rating, allowances, pre determined motion time study, tools of motion study, process charts, law of motion economy, micro motion study, synthetic time standards techniques, analytical estimation, activity sampling,
Institutional efforts and role of government in developing enterprenuership -...sksbatish
Entrepreneurial development programmes - as conducted by government and the governmental role in developing future entrepreneur
includes the various institutions started by govt. for development and conduct of EDP's with the aim of developing self employed to help in the progress of the country.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5. DEMOGRAPHICS
Grey Population- By 2050 in W1 countries
and the major W2 as well world have an
enormous increase in the grey population as
the aging index designates that the 60+ age
group would be bigger than 14 group.
Fitness on the rise- Lifestyles diseases like
obesity, cardiac, pulmonary problems,
diabetes is on the rise and hence the demand
for health clubs and fitness centers.
Traditional health systems are being a market
with great zeal like that of Patanjali.
Single Parent Households- The alternative
family arrangement system is on the rise and
there is an increase in the no. of divorced
parents in the world. This forces business
organizations to reassess the family segment
in itself.
6. DEMOGRAPHICS
Woman in Workforce- With the increasing
no. of working women, time is the most
important factor in households. In India the
share of women in workforce has been
about 25.6%, in 1981, it was 19.7%.
Rise of middle class in W2 and W3
countries- Middle income group demand
value for money. Increase in this segment
created a large no. of first time buyers.
Study of National Council for Applied
Economic Research shows that while in
2003, India has only 181 million domestic
units of which 46 million were defined as
aspirers.
7. TECHNOLOGY
Smart products amend the usage pattern,
maintenance and adaptability of the products.
Marketers now regularly involve customers,
suppliers, small specialist business and
independent contractors for developing and
introducing new products across the line and
mix.
Information technology and information
goods allow decentralized innovation and
permits companies to delegate assignments to
various channel partners. This facilitates the
process of 'value co- creation' with a lot of
innovative attempts in the value chain
The consumers are also becoming more and
more tech savvy and prefer more of the
complex technologies as their status symbol
and adapt quickly to new launches
8. PUBLIC POLICY
Economic Pragmatism over Ideology- There is a worldwide
progress from rigidity of government control to the
liberalized one economy, i.e. to a laissez faire ideology.
Indian economy opened up with the economic reforms of
1991 and has received corporate investment to finance its
growth and infrastructure needs.
Rights of passive consumers- Rights of consumers are
guaranteed through laws, stricter enforcement, financial
incentives for compliance etc. Consumer Protection Act,
Monopolies and Restrictive Trade Practices Act are some
of the examples.
Regional Economic Integration- Due to shift toward free
market economy and globalization every product would be
available anywhere and everywhere. Free trade permits,
quicker, cheaper and enhanced supply of goods by
companies has also been achieved. Trade blocks like
ASEAN, NAFTA, SAFTA in which geographically close
countries allowed free movement of goods and trade in a
bid to achieve higher growth rates
9. CONSUMPTION PATTERNS
Indians love to shop- It is a family outing. Window
shopping is part of the experience.
Price is the market driver- Value for money is an
important criteria for potential shoppers in India.
Beauty and wellness go together- Double income
families are the main drivers of demand. Women no longer
hesitate to pay hefty prices for wellness services.
Ethnic Chic is in- Upper income women are adopting the
ethnic chic designer clothes, ethnic fabrics etc.
Increasing affluence boosts personal vehicle market-
Middle class families use passenger cars. Middle income
young adult aspires to own a car in the future.
Cell phone capture India’s imagination- The users are
growing but still there are huge untapped potentials in
India’s mobile markets.
11. RURAL CONSUMERS
Classification of Rural consumers-
Category
Affluent
Middle
Class
Poor
Affluent- Rich farmers who have affordability but form too small a demand base for
marketing firms to depend on.
Middle Class- Farmers from resource rich states like U.P., Haryana, Punjab etc. fall in
this category and are a significantly large but very important demand base for marketers.
Poor- They are huge in size and have low purchasing power. If tapped, their huge volume
could turn the profitability for the marketers.
13. PROBLEM RECOGNIZATION
IDEAL
STAGE
ACTUAL
STAGE
TYPES OF PROBLEMS
ROUTINE PROBLEMS- Arise due to difference between actual and desired
sales and for which immediate solution is required.
EMERGENCY PROBLEMS- Arise suddenly and solution has to be found
immediately.
PLANNING PROBLEM- It is expected to occur but immediate solution is not
required.
EVOLVING PROBLEM- Problem may occur unannounced yet it needs no
immediate solution.
14. PROBLEM RECOGNIZATION
This is often identified as the first and most important step in the
customer’s decision process. A purchase cannot take place
without the recognition of the need. The need may have been
triggered by internal stimuli (such as hunger or thirst) or external
stimuli (such as advertising or word of mouth).
16. INFORMATION SEARCH
Having recognized a problem or need,
the next step a customer may take is the
information search stage, in order to find
out what they feel is the best solution.
This is the buyer’s effort to search
internal and external business
environments, in order to identify and
evaluate information sources related to
the central buying decision.
Your customer may rely on print, visual,
online media or word of mouth for
obtaining information
17. PRE- PURCHASE EVALUATION OF
ALTERNATIVES
As you might expect, individuals will
evaluate different products or brands
at this stage on the basis of
alternative product attributes – those
which have the ability to deliver the
benefits the customer is seeking.
A factor that heavily influences this
stage is the customer’s attitude.
Involvement is another factor that
influences the evaluation process.
For example, if the customer’s
attitude is positive and involvement is
high, then they will evaluate a number
of companies or brands; but if it is low,
only one company or brand will be
evaluated.
18. PURCHASE
The penultimate stage is where the purchase
takes place. Philip Kotler (2009) states that the
final purchase decision may be ‘disrupted’ by
two factors: negative feedback from other
customers and the level of motivation to accept
the feedback.
For example, having gone through the
previous three stages, a customer chooses to
buy a new telescope. However, because his
very good friend, a keen astronomer, gives him
negative feedback, he will then be bound to
change his preference.
Furthermore, the decision may be disrupted
due to unforeseen situations such as a sudden
job loss or relocation.
19. POST CONSUMPTION
EVALUATION
Customers will compare products with their previous expectations
and will be either satisfied or dissatisfied. Therefore, these stages
are critical in retaining customers.
This can greatly affect the decision process for similar purchases
from the same company in the future, having a knock-on effect at
the information search stage and evaluation of alternatives stage.
If your customer is satisfied, this will result in brand loyalty, and
the Information search and Evaluation of alternative stages will
often be fast-tracked or skipped altogether.
21. DIVESTMENT
OPTIONS
DISPOSAL
OF
PRODUCT
RECYCLING
RE-
MARKETING
When a consumer finished his use age with his or her computer, he has to
dispose of it somehow. He can choose to set it to another person called Re-
marketing or exchange it to another computer, or take it to junkyard. With
other products consumer dispose of packaging and product literature as well
as the product itself.
23. PROBLEM RECOGNIZATION
The purchasing/buying process begins when someone in the
company recognizes a problem or need that can be met by
acquiring goods or services.
The common events that lead to this phase could be:
i. The company decides to develop a new product and needs new
equipment and materials to produce this product.
ii. It decides to diversify or expand and hence requires a multitude
of new suppliers. Etc.
24. DESCRIPTION OF THE NEED
This phase involves determination of the characteristics and
quantity of the needed item. The general characteristics could be
reliability, durability, price etc. and the marketer along with the
purchasing manager, engineers and users can describe the
needs.
The questions that could be posed are:
i. What performance specifications need to be met?
ii. What types of goods and services should be considered?
25. PRODUCT SPECIFICATION
The buying organization has to develop the technical
specifications of the needed items. In this phase, the product is
broken down into items. The items in turn are sorted into standard
ones and new ones which need to be designed.
The specifications for both are listed. As a marketer, he must
involve himself and his technical and financial counterpart to
determine the feasibility and also to elaborate the services they
can offer to develop and supply the product.
26. SUPPLIER SEARCH
This phase only involves making a list of qualified suppliers. The
buyer now tries to identify the most appropriate vendor. The buyer
can examine trade directories, perform a computer search, or
phone other companies for recommendations.
Marketers can participate in this stage by contacting possible
opinion leaders and soliciting support or by contacting the buyer
directly. Personal selling plays a major role at this stage.
27. PROPOSAL SOLICITATION
Based on the specified criteria, some firms are asked to come over for
formal presentations.
The proposal must include product specification, price, delivery period,
payment terms, taxes of experts and duties applicable, transportation
cost, cost of transit insurance and any other relevant cost or free
service provided.
For purchase of routine products or services, phases 4 and 5 may occur
simultaneously as the buyer may contact the qualified suppliers to get
the latest information on prices and delivery periods.
28. SUPPLIER SELECTION
At this stage, the various proposals are screened and a choice is
made. A significant part of this selection is evaluating the vendor.
One study indicated that purchasing managers felt that the
vendor was often more important than the proposal. Purchasing
managers listed the three most important characteristics of the
vendor as delivery capability, consistent quality, and fair price.
Another study found that the relative importance of different
attributes varies with the type of buying situations.
For example, for routine-order products, delivery, reliability, price,
and supplier reputation are highly important. These factors can
serve as appeals in sales presentations and in trade ads.
29. ROUTINE ORDER
SPECIFICATIONS
After the suppliers have been selected, the buyer negotiates the
final order, listing the technical specifications, the quantity
needed, the expected time of delivery, return policies, warranties
etc.
In case of maintenance, repair and operating items, buyers are
increasingly moving towards blanket contracts rather than
periodic purchase orders.
The buyer now writes the final order with the chosen supplier,
listing the technical specifications, the quantity needed, the
warranty, and so on.
30. PERFORMANCE REVIEW
The final phase in the purchasing process
consists of a formal or informal review and
feedback regarding product performance as
well as vendor performance.
The buyer may contact the end user and
ask for their evaluations which are in turn
given to the supplier or he may rate the
supplier on several criteria using a weighted
score method or the buyer might also
aggregate the cost of poor supplier
performance to come up with adjusted costs
of purchase including price.
The performance review might lead to the
buyer to continue, improve or drop a
supplier.