Emerging trends in consumer behavior: Consumer behavior in online space. Use of Information technology and AI in consumer profiling and engagement, concept of materialistic vs spiritualistic consumption.
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Consumer Behavior is the study of, how individual customers and groups select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
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
Presentation on Marketing communication processAjay Veer
Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
Consumer Behavior is the study of, how individual customers and groups select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
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
Presentation on Marketing communication processAjay Veer
Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
How do you define Consumer Behaviour?
Consumer behavior is the actions and the decision processeus of people who purchase goods and services for personal consumption” – according to Engel, Blackwell, and Mansard, Consumer buying behavior refers to the study of customers and how they behave while deciding to buy a product that satisfies their needs.
Consumer behaviour types are determined by what kind of product a consumer needs, the level of involvement, and the differences that exist between brands
Internet marketing is the process of promoting a business or brand and its products or services over the internet using tools email marketing, search marketing, social media marketing, display advertising and mobile advertising that help drive traffic, leads, and sales
This ppts describes the application of traditional method of segmentation, targeting & positioning in the digital arena and tools that are used for STP
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
Putting Customers at the Center of Your Digital Strategy@chrisboyer LLC
Existing patients, potential patients, family members and doctors use the internet to discover, research, evaluate and decide on their health care options. This poses a challenge for many health systems that are trying to understand and map customer journeys to support their branding, marketing and communication efforts. In this presentation, we'll outline a practical approach to mapping your digital tactics (social, website, CRM, etc) to ensure you are understanding customer's needs and optimizing to support the way they interact with your organization.
Customer Interactions influencing digital commerce and marketing strategyEswara Kumar Palakollu
Customer Interactions influences digital commerce and marketing strategy of brands to focus on right mix of marketing opportunities suitable for their brands. This deck covers most common customer interactions with the brands and opportunities available for commerce and marketing team to act on those leads.
Digital Marketing Course Week 2: Introduction to Digital MarketingAyca Turhan
Second week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan
Topics covered within the presentation include:
Digital Marketing vs. Traditional Marketing
Digital Marketing Strategies
For more please visit: www.aycaturhan.com/man423
Similar to Emerging trends in consumer behavior (20)
Consumer Decision Making Process and models -Howard Sheth, Nicosia Model, Engel Blackwell and Kollat, pavlovian lerning model, sociological model, Psychoanalytic(Sigmund Freud), Andreason
Unit 3 external influences on consumer behaviour (1)viveksangwan007
External Influences on Consumer Behaviour
Group Dynamics and Reference Groups: Consumer relevant groups, Types of Family: Functions of family, Family decision making, Family Life Cycle (Modern and Traditional) Culture: Values and Norms, Characteristics and influence on Consumer Behaviour, sub culture, Cross cultural consumer behavior. Social Class: Categories, Measurement and Applications of Social Class.
Unit 2 motivation, personality, consumer's perception, learning & attitud...viveksangwan007
Motivation: Nature and Types of Motives, Process of motivation, types of Needs. Personality: Theories, Product Personality, Self Concepts. Consumer Perception: Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer Learning:Behavioural and Cognitive Learning Theories. Consumer Attitude: Functions of Attitude and Sources of Attitude Development, Attitude formation Theories (Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.
Delivering and Promoting Product: Supply Chain Decisions Nature, Types, Channel Design and Channel Management Decisions, Retailing, Wholesaling, Personal Selling: Personal Selling Process, Managing the Sales Force. Promotion Mix: Advertising, Sales Promotion, Public Relations. Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Customer Relationship Management (CRM), Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.
Emerging trends in social media marketing: Big data, IOT, Content Creation and Sharing: Blogging, micro blogging, Streaming Video, Podcasts, and Webinars.
Note: Relevant Case Studies should be discussed in class.
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Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
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2. Online Customer Behavior
• With the evolution of online communication through internet,
customers now see online advertisements of various brands. It is
fast catching up with the buying behavior of consumers and is a
major source of publicity for niche segments and also for
established brands.
• Examples − Online catalogues, Websites, or Search engines.
• When customers have sufficient information, they will need to
compare with the choices of products or services.
4. Online Customer Behavior Process
• According to the previous figure, in the search stage, Customer
might look for the product reviews or other customer comments.
They will find out which brand or company offers them the best fit
to their expectation.
• During this stage, well-organized web site structure and
attractive design are important things to persuade consumers to
be interested in buying product or service.
5. • Stage 1
The most useful characteristic of internet is that it supports the pre-
purchase stage as it helps customers compare different options.
• Stage 2
During the purchasing stage, product assortment, sale services and
information quality seem to be the most important point to help
consumers decide what product they should select, or what seller they
should buy from.
• Stage 3
Post-purchase behavior will become more important after their online
purchase. Consumers sometimes have a difficulty or concern about the
product, or they might want to change or return the product that they
have bought. Thus, return and exchange services become more
important at this stage
6. Factors of Online Customer Behavior
• The External Factors are the ones beyond the control of the
customers. They can divide into five sectors namely demographic,
socio-economic, technology and public policy; culture; sub- culture;
reference groups; and marketing.
• Internal Factors are the personal traits or behaviors which include
attitudes, learning, perception, motivation, self-image.
• The Functional Motives is related to the consumer needs and
include things like time, convenience of shopping online, price, the
environment of shopping place, selection of products etc.
• The Non-Functional Motives related to the culture or social values
like the brand of the store or product.
7. Filtering Elements
• Customers use these three factors to filter their buying choices
and decide on the final selection of stores they are willing to
purchase from. They use the knowledge to filter their purchase
options by three factors −
Security
Privacy
Trust and Trustworthiness
8. Use of Information technology
and AI in consumer profiling
and engagement
10. • Today’s customer engagement exercises – customer
profiling, target marketing, lead scoring, technology
interventions – help reach out to potential customers in a
way they don’t feel their privacy is being violated.
• Customers also have the freedom to respond and to
choose how they want to interact with a business.
11. Customer profiling
• It is a way to create a portrait of your customers to help
you make design decisions concerning your service.
Your customers are broken down into groups
of customers sharing similar goals and characteristics
and each group is given a representative with a photo, a
name, and a description.
12.
13. Capitalizing on Artificial
Intelligence and Automation to
Drive on Enhanced Customer
Experiences
• In recent times, Artificial Intelligence has emerged as a powerful
tool for brands and marketers. By leveraging advanced business
intelligence, AI-driven automated tools can turn data from
multiple, disparate sources into valuable insights.
• More interestingly, the more data is fed into the system, the more
accurate these insights become – and the higher is the business
value driven.
14. Capitalizing on Artificial Intelligence
and Automation to Drive on Enhanced
Customer Experiences
• By integrating an AI-based solution with the organization’s customer
relationship and data management interfaces, marketers can ensure more
accurate end-user assessments and deploy the right strategic interventions.
Such integrations can also offer the following benefits:
• Predicting churn
• Personalizing content
• Social analytics to understand customers
• Offer customers real-time recommendations
• Enabling smart customer interactions
15. Conclusion
• Today, adopting AI-driven solutions across various departments
like sales, marketing, and customer relationship management is
crucial for brands to ensure effective, proactive engagement with
their consumers.
• AI-driven technologies using multiple data sources enable
marketers to map each stage of the customer journey and
initiate meaningful engagement opportunities with them.
• It allows businesses to identify existing gaps in the customer
experience, extract relevant insights, and take the necessary
efforts to retain customers, keep them engaged, and increase
their delight with each interaction with the brand.
18. Materialism
• Consumer research typically looks at materialism in two ways: one as
a collection of personality traits; and the other as an enduring belief or
value.
• Materialism as a personality trait
• Russell W. Belk conceptualizes materialism to include three original
personality traits.
• Nongenerosity – an unwillingness to give or share possession with others.
• Envy – desire for other people's possessions.
• Possessiveness – concern about loss of possessions and a desire for the
greater control of ownership.
• Materialism as a value
• Acquisition centrality is when acquiring material possession functions as a
central life goal with the belief that possessions are the key to happiness and
that success can be judged by a person's material wealth and the quality and
price of material goods she or he can buy.[