ConsumerJourney Evolution and Brand Media Strategies
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Evolving the consumer journey to focus on active consumer actions across all owned, shared, earned and paid media. Mapping the journey to Brand Media Opportunities: 6A Brand strategies: Anticipation, Attraction, Appeal, Activation, Appreciation and Amplification.
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Consumer Behavior: The Psychology of Consumption
Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
The study of consumer behaviour improves decision-making as some of the guesswork is removed.
Through a better understanding of consumer behaviour, businesses can make better choices with their marketing to attract more of their target customers.
What is Consumer Behaviour?
Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
Exploring how the consumer’s emotions, attitudes and preferences affect buying behaviour, consumer behaviour draws upon ideas from several fields including psychology, sociology, anthropology, biology, marketing and economics.
An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
Customer Journey Mapping
The document discusses customer journey mapping and provides guidance on how to create an effective map. It outlines five steps to build a customer journey map: 1) develop a framework and build team consensus, 2) gather intelligence, 3) map the current state, 4) define the future state, and 5) develop a plan to implement changes. The goal is to understand the customer experience from their perspective in order to improve engagement, sales, and brand loyalty across channels.
Rediscovering Ma
This document discusses market segmentation strategies. It begins by outlining elements of an effective segmentation strategy, including being specific in selecting discriminations according to objectives and needs. It then introduces the "gravity of decision spectrum" tool, which focuses on the relationship between consumer behavior and products based on how deeply consumers' values and emotions are engaged in purchase decisions. The document emphasizes that meaningful segmentation depends on understanding patterns in actual customer purchasing behavior through relevant data collection and analysis. It stresses tailoring segments to address specific strategic questions and accommodate changes in markets and consumer behavior over time.
Tour 104 Introduction to Tourism Marketing
The document discusses key concepts in marketing including definitions of marketing provided by Kotler and the American Marketing Association. It also summarizes characteristics of the tourism industry such as intangibility, inseparability, variability, perishability, and seasonality. Tourism products are described as high involvement due to their expense, complexity, and unrepeatable nature. The marketing management process and core marketing functions like information management, financing, pricing, and promotion are outlined. Finally, the document defines the marketing mix and integrated marketing communications approach.
Young marketers elite program 2 market segmentation [tú oanh_trung hiếu]
This document discusses market segmentation and brand equity. It begins by defining market segmentation as dividing the market into distinct groups according to needs, characteristics or behaviors. This allows companies to better satisfy customer needs by targeting specific segments. The document then discusses bases for segmentation including demographic, geographic, psychological and behavioral factors. It provides an example of how a paint company may segment its market. The document also discusses brand equity, defining it as the value added by brand knowledge. It notes brand equity benefits both customers through enhanced decision-making and firms through marketing program effects. Key elements that build brand equity are identified as brand loyalty, awareness, perceived quality, and brand associations. Methods for measuring customer-based brand equity are also outlined.
Consumer Behavior
Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. There are two types of consumers - personal consumers who buy for individual use, and organizational consumers who buy for business use. Marketers have shifted their focus over time from the production concept of making what they can to the marketing concept of determining customer needs. The marketing mix of product, price, place, and promotion aims to create value and satisfaction for customers. Marketers also use digital technologies, customer research, segmentation, targeting, positioning, and relationships to better understand and serve consumers.
Punchtab
presentation by Angela Sanfilippo, CMO, Punchtab (@punchtab) at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.
Brand loyaliti coca_cola
Brand loyalty occurs when consumers feel an emotional attachment to a brand and are willing to consistently purchase from that brand. They may pay higher prices or go out of their way for that brand. Marketers try to build brand loyalty by creating brand experiences that appeal to consumers' senses and emotions. Effective branding engages consumers psychologically and can result in repeat purchases and deeper loyalty over time. True brand loyalty involves behavioral and psychological commitment to the brand.
Measuring brand equity
1) Brand equity is created in the minds of consumers based on their experiences and perceptions of a brand over time.
2) Both qualitative and quantitative research can be used to measure sources of brand equity like brand awareness, associations, personality and image.
3) Qualitative methods are more unstructured and explore what brands mean to consumers through techniques like free association, comparisons, and projective exercises. Quantitative methods provide a more measurable assessment of brand equity.
Consumer behaviour final materials
The document discusses consumer behavior and culture. It provides an overview of key concepts in consumer behavior including the decision making process, external and internal influences, problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post-purchase processes, and customer satisfaction. It then discusses culture and cultural influences, defining culture and outlining Hofstede's cultural dimensions model for comparing cultures.
Cb
The document provides an overview of the contents of a consumer behavior course, including 5 modules that cover topics like consumer demographics, consumer decision making processes, influence of groups on consumer behavior, and diffusion of innovations. It also defines key concepts in consumer behavior like needs and wants, and provides a high-level consumer decision making model.
Cb1
The document provides an overview of the contents of a consumer behavior course, including 5 modules that cover topics like consumer demographics, motivation, attitudes, group dynamics, and the diffusion of innovations. It also defines consumer behavior as the mental and physical activities undertaken by customers that result in decisions to purchase and use products and services. Key aspects of the consumer decision making process are outlined, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
L4 cons beh - 19-01-10
The document outlines the consumer decision-making process, which includes:
1) Need recognition, where consumers recognize a problem and seek to fulfill needs;
2) Information search, both internally from memory and externally from sources like friends;
3) Evaluation of alternatives, where consumers evaluate options based on attributes;
4) Purchase, which can be influenced by in-store factors; and
5) Consumption and post-consumption evaluation, where satisfaction is determined by expectations.
Britania
The document provides a history and background of Britannia, one of India's largest biscuit companies. It details how Britannia was founded in 1892 in Kolkata with an initial investment of Rs. 295. Over the decades, Britannia mechanized its operations, received government contracts during WWII, diversified its product portfolio, and grew to become a top food brand in India through innovative marketing campaigns. Britannia remains an iconic Indian brand over a century after its founding, having expanded its product lines and grown its market share through strategic acquisitions and joint ventures.
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETING
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
Write an analysis of the purchasing process conducted by a speci
Write an analysis of the purchasing process conducted by a specific enterprise.
Just as consumers have a process by which they purchase products, every enterprise has a process by which it purchases products.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
Competency 2: Analyze consumer behavior.
Describe a business that acquires, consumes, and disposes of a product.
Assess how the business acquires products or services, including the purchasing process.
Competency 3: Assess the managerial application of customer behavior concepts.
Explain difficulties of obtaining products and how the process can be improved.
Analyzing how consumers recognize their needs for products and evaluate their alternatives allows companies to determine how many types of products they should offer and how to advertise them. In recent years, when consumers showed a strong interest in healthier living and eating, fast food restaurants began offering alternative menu items. In some cases, such restaurants had difficulty predicting the particular ways that healthy living could be translated into their product offerings. Hamburgers without buns became a short-lived offering at some fast food restaurants. In contrast, healthy alternatives to French fries and soft drinks in kids' meals are still offered by many establishments.
The purchasing of goods and services drives the economy, but many factors influence consumers' purchasing decisions. The price associated with a purchase impacts whether or not a consumer will buy. Many other variables, such as how to pay for the purchase and the timing of the purchase, do as well. Many companies will use incentives such as cash-back, zero percent financing, or discounts to try to influence customers buy sooner rather than later.
Consumers have many choices in the types of goods and services they may purchase. They also have a variety of choices in the means by which to make a purchase. For example:
Retail stores remain a dominant force in the sales of goods to consumers. A great deal of consideration is involved in retail store layout, employee training, and in selecting the location of the stores.
Online shopping continues to increase and evolve, and firms such as eBay and Amazon have become permanent fixtures in the marketing landscape
CUSTOMER BEHAVIOR TERMINOLOGY
AIO Measures
Statements that describe the activities, interests, and opinions of consumers.
Benefit segmentation
Dividing consumers into different market segments based on the benefits they seek from purchasing and consuming products.
Brand
A product or product line, store, or service with an identifiable set of benefits, wrapped in a recognizable personality.
Brand associations
The linkages in memory between the brand and other concepts.
Brand extensions
The extension of a brand name that is well-known and respected in one produc ...
6 steps to effective segmentation guide - #LostCulture
For every pound you spend, you have to make more than one pound in return. To do this you have to target customers who are most likely to respond, with a product or service they are likely to buy, through a media they are likely to buy from. In our guide, 6 steps to effective segmentation you’ll learn how segmentation can be used as a key tool to help you achieve your business goals.
Customer based brand equity model
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
Similar to ConsumerJourney Evolution and Brand Media Strategies (20)
Young marketers elite program 2 market segmentation [tú oanh_trung hiếu]
Young marketers elite program 2 market segmentation [tú oanh_trung hiếu]
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETING
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETING
Write an analysis of the purchasing process conducted by a speci
Write an analysis of the purchasing process conducted by a speci
6 steps to effective segmentation guide - #LostCulture
6 steps to effective segmentation guide - #LostCulture
More from Rori DuBoff
Liquid Reality and Real Human Connections
This document discusses the expanding concept of reality as the physical and digital worlds converge through technologies like virtual reality, artificial intelligence, and synthetic media. It notes that our basic understanding of reality is changing as blended, mixed, extended and liquid realities emerge. In this new liquid reality, authenticity, creativity and intentionality will become important for building trusted human connections, as identity, experience, perception and interactions are impacted.
Virtual Humanity: Designing Ethical Immersive Worlds
SXSW 2019 panel with Rori DuBoff, Kent Bye & Jessica Lauretti.
Discussion topics:
1) How can we apply a human-centric approach to XR design, focusing on experiences that enhance quality of life and solve for real human needs?
2) As XR transforms they ways we interact with the world around us and ourselves (the mirror world) – how do we deal with issues of accessibility, authenticity and bias?
3) How will virtual humans, human avatars and AI agents evolve in a way that enhances versus deters from meaningful communication & relationships?
4) As we move from an era of transactional data to social data,
how do we prepare for the human data industry?
Immersive Content Marketing: AR + VR brand experiences
Immersive Content Marketing Opportunities for Brands: immersive storytelling, product visualization, lens and filters, , location-based experiences
Augmented and Virtual Reality.
Designing for AR + VR + the Screenless World
Rori DuBoff of Accenture Interactive gave a presentation on May 3rd, 2018 about designing for augmented, virtual, and mixed reality technologies, as well as the screenless world. The presentation covered topics such as extended reality, moving from 2D screens to 3D worlds, borderless spaces, virtual collaboration, spatial storytelling, living content, and world building. DuBoff argued that these technologies will merge physical and digital worlds and create new dimensions of experience beyond traditional screens.
Extended Reality (XR): The End of Distance @ SXSW
Extended reality (XR) technologies like virtual and augmented reality can transport people in space and time, ending the constraints of physical distance. By bringing users and content closer together across dimensions, XR is transforming how people access information and connect with each other and new experiences. Executives believe XR will have widespread industry impact and many are already developing strategies to take advantage of its benefits, such as deepening understanding, improving skills and productivity, and creating new revenue streams. However, managing expectations will be important, as XR requires effort and is not simply a replacement for other media but a new platform for immersive experiences.
Augmented Reality Brand Strategy: #MobileAR #ARKit @ VRS 2017
presentation at Greenlight Insights Virtual Reality Strategy conference 2017.
10 purpose-driven use case examples included for #ARKit
Augmented Reality (AR): Designing the Use Case
presentation at #ARkit Meetup in NYC, Sept 27, 2017
strategic approach to developing successful use cases
Into the 4th Dimension: Using Virtual Reality to Make Dreams Come True (Trave...
Presentation at Ministry of Ideas, LeMiami conference.
http://www.lemiami.com/ministry-of-ideas-2017/
An overview of Virtual Reality experiences to re-imagine the world. Specific examples and opportunities for theTravel and Tourism industry.
Digital Media Trends
Top 9 trends from 2013 onward:
Progressive Screens / Multi Screens, Life Tracking & Quantified Self, Social Shopping, Location-Based Marketing, Big Data & Predictive Analytics, Augmented Learning Smarter Search, Cashless Commerce, Crowdsourcing / Co-Creation / Curation,
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Into the 4th Dimension: Using Virtual Reality to Make Dreams Come True (Trave...
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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"What Software is Used in Marketing in 2024.
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
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Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
How to Maximize Sales Using Social Commerce
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You’ll hear:
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Boost Your Instagram Views Instantly Proven Free Strategies.
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Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
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Learn various courses and get employment opportunities.
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There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
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• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
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Learn how to use specific GPTs to help you Learn how to build your own marketing tools
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Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
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Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
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Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
ConsumerJourney Evolution and Brand Media Strategies
- 1. - 1 - The Consumer Journey: Activating Brand Media Strategies October 2014
- 2. - 2 - What is the consumer journey? • The consumer journey is a strategic planning and ideation tool designed to develop a consumer-based view of the brand and category experience. • The journey identifies the consumer’s emotional (feelings, motivations, frustrations) and rational behaviours (actions, sources of influence, key triggers) pre, during and post product purchase. • Using the journey framework, we can more effectively map out marketing communications across owned, shared, earned and paid media to drive engagement and sales.
- 3. - 3 - Drivers of change impacting the journey More Participatory & Influential Consumer Proliferation of connected touch points Data-driven, real-time engagement
- 4. - 4 - The journey is based upon consumer ongoing actions NEEDING/WANTING EVALUATING DECIDING USING SHARING Looking for and/or desiring something, such as replacement for a broken item, an upgrade or solution for a problem (i.e. medication) Researching and comparing the benefits vs cons Trying, exploring and getting opinions Choosing the best available option (considering value for money, customization) Transacting or Purchasing Consuming, wearing, engaging with or activating in daily life Letting others know about the experience through social media, WOM, customer feedback * Generic example. Should be customized r brand, category and target audience
- 5. - 5 - ANTICIPATION/ATT RACTION Identify consumer needs and create brand visibility/magnetism, so consumer can easily discover/engage within their natural environments APPEAL Make the brand the preferred choice ACTIVATION Guide brand decision, action and purchase APPRECIATION Recognize and/or reward consumer loyalty to encourage advocacy and recommendation AMPLIFICATION Fuel positive word of mouth and shared brand experiences to spread greater consumer discovery NEEDING/WANTING EVALUATING DECIDING SHARINGUSING Mapping consumer actions to brand strategies
- 6. - 6 - Creating Meaningful Connections throughout the journey: consumer + brand The consumer journey within the inner red circle, highlights the active behaviors consumers engage in during their path to purchase, from needing or wanting, to evaluating, deciding, using and sharing. The outer blue teal circle illustrates the 6A brand strategies that correspond to consumer activity along the journey: Anticipation, Attraction, Appeal, Activation, Appreciation, and Amplification.
- 7. - 7 - Proliferation of Interactive, connected touch points across OSEP • There are multiple touch points that can be used to connect with consumers and drive brand preference, participation, purchase and recommendation. • To create meaningful and seamless connections, we need to think about how content and data can be leveraged across the entire brand’s ecosystem of Owned, Shared, Earned and Paid media (OSEP)
- 8. - 8 - For more information, please contact: Rori.Duboff@havasmg.com
Editor's Notes
- Proliferation of interactive, connected touch points The journey used to be more linear when TV, print, radio led directly to in-store purchase. However today, there are many more touch points that lead to sales both in-store and online, including: out of home/billboards, in-store kiosks, search, video, NFC tags and ibeacons, print augmented reality, mobile applications, wearable devices, car devices, smart tvs, etc. More Participatory & Influential Consumer With the advent of all these digital touch points, consumers today are not just viewing or even connecting to media within their environments, but they are sharing and creating new content, through the form of: tweets, emails, likes, videos, photos, ratings, stories, etc. Data-driven, real-time engagement Consumer expectations continue to shift towards a more responsive, interactive world, in which they have greater choice and control. Mobile and social media, location-based, programmatic and targeted media are becoming essential for brands seeking to both engage and optimize communications with consumers.