The document discusses emerging trends in consumer behavior, emphasizing the influence of social media, brand advocacy, and consumer empowerment in modern marketing. It highlights characteristics of today's consumers, such as their desire for control, convenience, and engagement, while showcasing case studies of brand campaigns that successfully utilized these trends. The importance of generating brand buzz through consumer-generated content and effective online communication is also emphasized as essential for breaking through the clutter of commercial messages.

1. Emerging Trends In
Consumer Behavior
Anand Varadarajan
Presented at SSIM, Hyderabad

2. What's In It For You?
• A brief look at:
– Social Media
– Brand Advocacy
– Brand Buzz
• Emerging Consumer Behavior
• Positive and Negative Brand Advocacy
• Brand Websites
• Campaigns with Human Touch- Sony Case Study
• Companies using Social Media
• Brand Buzz Measurement- Tarceva Case Study
• Brand Association Map (It's a Trade Secret )
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3. Problem Definition- 1
Consumers see thousands of commercial
messages every day. They ignore almost all of
them. How can brands possibly break through
the clutter?
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4. Problem Definition- 2
How can brands capitalize on the layers of
complexity getting added to the media
environment everyday?
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5. The Solution
Let consumers help create the message
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6. Consumer of the Past
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7. Modern Consumer
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8. Mobile Commerce
In Control: Mobile Commerce
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9. Technology Savvy: E- Commerce
E- Commerce
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10. Convenience Seekers
Ready-To-Eat Foods
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11. Aspirational
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12. The Modern Consumer: Characteristics
●
Wants to be in control
●
Bold and Expressive
●
Convenience seeking
●
Aspirational
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13. A Tectonic Shift From the Past
Social Media
'Word of mouth' spread through
social networks
Consumer
Brand Association Generated
Advertising
Attributes associated with
the brand by consumers Advertising based on
consumer perception
Consumer Buzz Online
Attention grabbing properties
King Consumer Communities
of the brand & cascading Micro community sites;
impact it can generate Rating & review sites;
Brand Advocacy Consumer & media blogs
'Word of mouth' recommendation
of the product or service
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14. Consumer Expression Social Media
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15. Social Mediascape
Source: Ubiquity Media
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16. Brand Advocacy
Recommendations from ordinary people are the
most powerful and credible sources that
consumers use when considering purchase
options.
- Jupiter Research, 2007
An Advocate is someone who tells everyone
how great your business is.
-Murray Raphel
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17. Online Communities
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18. Growth in Social Media
Growth in Facebook
Growth in Wikipedia
08/07/09 Growth in Twitter 18

19. Mobile Internet Telephony
Penetration of Mobile Internet
Source: Nielsen Mobile
The proliferation of smartphones
Compelling consumer experience benefiting from 3G network
Mobile advertising, however, experimental at best- expected to grow at a
furious pace

20. Factors Prompting CGM
Source: 2007 Nielsen CGM
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21. Positive Brand Advocacy
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22. Negative Brand Advocacy
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23. Patient Advocacy
Positive patient advocacy for the new
smoking cessation drug
Online discussion boards serve as an
empowering tool for patients
Patients ask informed questions and
take control of their health & treatment

24. Must Stay Credible at All Cost!
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25. What it Entails for Brand Marketers
Area of focus
Source: The Nielsen Company, 2008
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26. Examples of Brand Websites
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27. Share My Idea
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28. Share My Story
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29. Design the World a Coke
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30. Companies Using Social Media
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31. @comcastcares on Twitter
For better customer service
Alternative to jammed
inbound call center
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32. @FlyKingfisher on Twitter
Used for Customer
Communication
Faster response
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33. Exclusive Facebook Gadgets-
Cirque Du Soleil
A performing arts and circus company
Facebook offers exclusive content
such as backstage photos and videos,
interaction with performers and show updates
Widget determines which shows match the
mood
Added 23000 fans around the world

34. Corporate Blog- Gene Logic
More than 300 users
on our LinkedIn account
Highly targeted audience
Has improved marketing
campaign effectiveness

35. Brand Campaigns With Human Touch
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36. Tata Tea 'Jaago Re' Campaign
Encourage India's youth to
participate in elections
Redefined awakening
attributes of tea
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37. TOI- Lead India Campaign
Involved people from all over country
Made people feel good about their
contribution
Generated massive buzz
and visibility
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38. The Axe “Call Me” Campaign
Audacious and Bold
Voices the bold expression
of today's youth
Massive buzz and offtake
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39. Consumer Generated Advertising-
Honda Insight
Using online buzz topics to create Ad
Timing of Ads with launch
Used bloggers' comments on green BG for Eco-friendly

40. Sony Campaign
Objective
●
Build branded social community
●
Increase awareness
●
Engage more customers
●
Retain “Innovation Enthusiasts” who value latest
technological features
●
Increase customer loyalty
●
Increase Sony business
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41. Backstage 101
Digital Darkroom
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42. Sony Campaign- Results
• Increased repeat visits and new customers
• Increased brand awareness
• Increased customer loyalty and advocacy- 59% customers
said they would recommend Sony products to family member, friend &
coworker
• 36% of users bought Sony product compared to 20%
the previous year
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43. Brand Buzz and Measurement
Attention grabbing properties of the brand
and cascading impact it can generate
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44. Generating Brand Buzz
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45. Bank of China
Introduced 4 million currency notes to commemorate 2008 Olympics
Notes snapped up @ 7 times their value
Customers wanted to frame them as memory
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46. Designer Cotton Bag
Designed to replace plastic
bags
Covered by fashion magazines
Sold at a premium to its
original price
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47. Measuring Brand Buzz
Here Comes the Trade Secret!
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48. 08/07/09 Courtesy: Nielsen Online 48

49. Brand Association Map
Analysis of consumer communication on the internet
• Obtain directional insights
• Assess competitive attributes and issues
• Determine messaging elements to optimize
brands
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50. Generating Brand Buzz-
Tarceva Case Study
●
Study conducted by Nielsen Buzzmetrics, New York
●
Buzz data collected from relevant online patient forums
●
Tarceva (Genentech) was compared with Abraxane (Abraxis
Oncology)
●
Predominantly word-of-mouth discussion data
●
Level of discussion tracked for 6 months prior to FDA approval
and 4 months post approval

51. Generating Brand Buzz-
Tarceva Case Study
Percentage of Users Discussing Tarceva and Abraxane
Note: Tarceva n = 2,515 users in lung cancer communities between May 25, 2004 and March 31, 2005;
Abraxane n = 6,760 users in breast cancer communities between May 25, 2004 and March 31, 2005.

52. Generating Brand Buzz-
Tarceva Case Study
●
Therapies with pre-approval buzz resulted in enormous
increase in post-approval discussion
●
Interest in drugs with pre-approval buzz continued to grow
several months after their approval
●
The amount of interest was not directly related to the potential
for the new drug
Conclusion:
Investment in generating pre-launch buzz, however modest, can lead
to an exponential increase in the word of mouth a product receives
once it becomes available to its targeted market.

53. People don't care how much you know
until they know how much you care - about them and
their problems.
- Robert Cavett
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