CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING By Dr.Mahboob Khan PhdHealthcare consultant
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition.
I. Introduction
Define ethics, ethics in business and the important of ethics in business context
II. Background of the business
Introduce to McDonald’s
III. Case Outline
The case of unhealthy ingredients
IV. Stakeholder (Direct and indirect)
The people affected by the issue directly and indirectly
V. Key Ethical Issue
Consequences from this issue
VI. Ethical Analysis
Ethical analysis on alternative reasons behind the occurrence of the issue
VII. Recommendation
Our comments and suggestions to McDonald’s , the US government and consumers
CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING By Dr.Mahboob Khan PhdHealthcare consultant
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition.
I. Introduction
Define ethics, ethics in business and the important of ethics in business context
II. Background of the business
Introduce to McDonald’s
III. Case Outline
The case of unhealthy ingredients
IV. Stakeholder (Direct and indirect)
The people affected by the issue directly and indirectly
V. Key Ethical Issue
Consequences from this issue
VI. Ethical Analysis
Ethical analysis on alternative reasons behind the occurrence of the issue
VII. Recommendation
Our comments and suggestions to McDonald’s , the US government and consumers
Employee benefit Insurance policies guide for Indian CompaniesSusheel Agarwal
This Book presents the guidelines to Employee Benefits Insurance, the best practices, all the related questions and their answers! The relevant concepts in employee insurance and examples to help the readers understand and complement the core content!
Please reach out to us directly in case of help in creating a wonderful benefits bouquet for your people.
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
While the unprecedented events introduced by COVID-19 has engulfed the world, there are several lessons to be learnt. If you write an essay on it, you might need economics assignment help.
Web-https://myassignmenthelp.com/sg/economics-assignment-help.html
Chapter Seven
What Would You Do? Common Workplace Dilemmas
As we move into the final chapter, let's do a quick review of what we've covered so far. The
first three chapters of this book explained through the Integrated-EDM model how ethical
decision making takes place or is impeded. Chapter 4 laid out a set of normative criteria for
determining ethical behavior through the Multifaceted-EDM model, while Chapter 5 set out
criteria for when it is permissible or even obligatory to blow the whistle on misconduct.
Chapter 6 indicated the key pillars leading to an ethical corporate culture. Now that we have
covered the foundations of ethical decision making, let's continue with a more practical
application of the descriptive and normative theory of ethical decision making covered
throughout this book.
We'll begin with a very simple problem for illustration purposes. Suppose you buy something
in a store, and you receive too much change. Would you tell the cashier? For the purposes of
this example, let's assume the following:
The amount of extra change is neither significant nor insignificant;
You noticed the extra change shortly after leaving the store; and
You are not sure whether the cashier will be held responsible for the missing change.
Based on the above assumptions, how would the normative Multifaceted-EDM framework
apply? The first step is to realize in terms of proper framing that this is in fact an ethical
dilemma. There are no legal issues; you would not be breaking the law, nor could you be sued
for keeping the extra change. While this could be considered an economic dilemma related to
your self-interest, if for example the amount of the extra change was significant, here this is not
the case. Does the decision whether to return the change nonetheless have a potential impact on
others? The answer is yes in terms of the cashier or the owners of the store and if you realized
this, you would possess moral awareness potentially leading to an automatic initial moral
intuition that the extra change should be returned. Or you might immediately feel the emotion
of sympathy for the cashier's mistake, especially if you were previously a cashier and made a
few mistakes yourself in the past. You might also experience feelings of guilt if you kept the
extra change. Experiencing either of these emotions would likely push you towards a moral
judgment that you should return the change and motivate you to actually return it. On the other
hand, if the cashier was rude, your feelings of anger towards the cashier might lead you to keep
the extra change.
In conjunction with intuition and emotion, you might also reflect upon the various moral
standards in deciding what the right thing to do is. A core moral standard is trustworthiness.
Trustworthiness includes honesty. While it does not involve a direct lie, it does appear
dishonest to keep the money. Avoiding unnecessary harm in terms of caring would require
disclosure, since either the cashier or the ...
Companies launch products and services to consumers with the thought that their product will offer so much value to the consumer without considering the bigger picture. It is a holistic view of the consumer experience that matters if consumer centricity is to be attained. The combination of a product’s functionality and the experience it offers sets a condition for potential consumer engagement and relationship development. Translating this to healthcare, it is important for payers to provide information and tools so members manage their health while offering a connected experience to simplify and navigate the complex maze of healthcare.
Chapter Seven
What Would You Do? Common Workplace Dilemmas
As we move into the final chapter, let's do a quick review of what we've covered so far. The
first three chapters of this book explained through the Integrated-EDM model how ethical
decision making takes place or is impeded. Chapter 4 laid out a set of normative criteria for
determining ethical behavior through the Multifaceted-EDM model, while Chapter 5 set out
criteria for when it is permissible or even obligatory to blow the whistle on misconduct.
Chapter 6 indicated the key pillars leading to an ethical corporate culture. Now that we have
covered the foundations of ethical decision making, let's continue with a more practical
application of the descriptive and normative theory of ethical decision making covered
throughout this book.
We'll begin with a very simple problem for illustration purposes. Suppose you buy something
in a store, and you receive too much change. Would you tell the cashier? For the purposes of
this example, let's assume the following:
The amount of extra change is neither significant nor insignificant;
You noticed the extra change shortly after leaving the store; and
You are not sure whether the cashier will be held responsible for the missing change.
Based on the above assumptions, how would the normative Multifaceted-EDM framework
apply? The first step is to realize in terms of proper framing that this is in fact an ethical
dilemma. There are no legal issues; you would not be breaking the law, nor could you be sued
for keeping the extra change. While this could be considered an economic dilemma related to
your self-interest, if for example the amount of the extra change was significant, here this is not
the case. Does the decision whether to return the change nonetheless have a potential impact on
others? The answer is yes in terms of the cashier or the owners of the store and if you realized
this, you would possess moral awareness potentially leading to an automatic initial moral
intuition that the extra change should be returned. Or you might immediately feel the emotion
of sympathy for the cashier's mistake, especially if you were previously a cashier and made a
few mistakes yourself in the past. You might also experience feelings of guilt if you kept the
extra change. Experiencing either of these emotions would likely push you towards a moral
judgment that you should return the change and motivate you to actually return it. On the other
hand, if the cashier was rude, your feelings of anger towards the cashier might lead you to keep
the extra change.
In conjunction with intuition and emotion, you might also reflect upon the various moral
standards in deciding what the right thing to do is. A core moral standard is trustworthiness.
Trustworthiness includes honesty. While it does not involve a direct lie, it does appear
dishonest to keep the money. Avoiding unnecessary harm in terms of caring would require
disclosure, since either the cashier or the ...
Here at Ogilvy CommonHealth, we have made it our business to understand how the trend towards personalised health can best be harnessed to improve health outcomes.
There is no doubt that this route has the power to achieve positive health change, but why – and more importantly – how can this be best achieved?
Tips for mastering the write-ups There rarely exist right answeTakishaPeck109
Tips for mastering the write-ups:
There rarely exist right answers to these questions. That’s what makes the prompts interesting,
useful, and fun (we hope). Good write-ups will always reflect a solid understanding of the
material but more importantly you should be able to apply the concepts to the prompt. This means
that you should not provide definitions and examples from the reading, but instead figure out
what concepts are relevant and how they apply to this business situation.
The following are a few tangible, specific tips based on years of grading write-ups. I offer them to
you in roughly decreasing order of how frustrating their violations are to a grader.
1. Don’t regurgitate the reading. You never need to waste space including definitions from the
reading. Write as if your audience not only has read the assigned materials but also knows
them well. When necessary, cite a concept as briefly as possible. The fact that you’ve done
the reading should be revealed to us by your thinking, NOT by some quotation.
2. Start quickly and end abruptly. For these short write-ups, introductions, background, and
conclusions are entirely unnecessary. Even worse, they take away space that is better used in
other ways. We don’t expect these things to read like English essays. Nor are we strangers to
why you’re writing in the first place. Treat it like an email to a colleague and jump right in.
3. Choose specific over abstract. Precision is good. It’s good for communication, and it’s good
for sharpening thinking. When you feel yourself getting fuzzy, think to yourself: I need an
example. We love examples. Make it real.
4. Be realistic. There is nothing more irritating than a cute suggestion (for example, of how an
organization might mitigate a particular bias) that works theoretically but is utterly infeasible
in the real world. Perhaps the best criterion is to ask yourself if you’d be willing to sit in a
manager’s office advocating his or her use of your recommendation.
5. Less is more. Believe it or not, a common mistake is to include too many ideas — not
because too many ideas itself is bad, but because these ideas, as intriguing, tantalizing, and,
yes, right as they might be, are often too poorly developed. Don’t make this mistake! We’re
not impressed with laundry lists. It’s much better to write about a few things really well.
Oh, and have fun! This is an opportunity to be creative (the risk-reward tradeoff for creativity is
very attractive). A student who is thoughtful and having fun when writing these is generally going
to do pretty well. And get more out of it. Thanks!
Running head: Access to medicines 1
Access to medicines 4
Access to medicines
Student’s name
Name of institution
Date
Access to medicine and affordable healthcare
Many people across the world face many challenges in accessing quality healthcare. This usually affects low income families who find it difficult to access medicine when they get ...
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
Employee benefit Insurance policies guide for Indian CompaniesSusheel Agarwal
This Book presents the guidelines to Employee Benefits Insurance, the best practices, all the related questions and their answers! The relevant concepts in employee insurance and examples to help the readers understand and complement the core content!
Please reach out to us directly in case of help in creating a wonderful benefits bouquet for your people.
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
While the unprecedented events introduced by COVID-19 has engulfed the world, there are several lessons to be learnt. If you write an essay on it, you might need economics assignment help.
Web-https://myassignmenthelp.com/sg/economics-assignment-help.html
Chapter Seven
What Would You Do? Common Workplace Dilemmas
As we move into the final chapter, let's do a quick review of what we've covered so far. The
first three chapters of this book explained through the Integrated-EDM model how ethical
decision making takes place or is impeded. Chapter 4 laid out a set of normative criteria for
determining ethical behavior through the Multifaceted-EDM model, while Chapter 5 set out
criteria for when it is permissible or even obligatory to blow the whistle on misconduct.
Chapter 6 indicated the key pillars leading to an ethical corporate culture. Now that we have
covered the foundations of ethical decision making, let's continue with a more practical
application of the descriptive and normative theory of ethical decision making covered
throughout this book.
We'll begin with a very simple problem for illustration purposes. Suppose you buy something
in a store, and you receive too much change. Would you tell the cashier? For the purposes of
this example, let's assume the following:
The amount of extra change is neither significant nor insignificant;
You noticed the extra change shortly after leaving the store; and
You are not sure whether the cashier will be held responsible for the missing change.
Based on the above assumptions, how would the normative Multifaceted-EDM framework
apply? The first step is to realize in terms of proper framing that this is in fact an ethical
dilemma. There are no legal issues; you would not be breaking the law, nor could you be sued
for keeping the extra change. While this could be considered an economic dilemma related to
your self-interest, if for example the amount of the extra change was significant, here this is not
the case. Does the decision whether to return the change nonetheless have a potential impact on
others? The answer is yes in terms of the cashier or the owners of the store and if you realized
this, you would possess moral awareness potentially leading to an automatic initial moral
intuition that the extra change should be returned. Or you might immediately feel the emotion
of sympathy for the cashier's mistake, especially if you were previously a cashier and made a
few mistakes yourself in the past. You might also experience feelings of guilt if you kept the
extra change. Experiencing either of these emotions would likely push you towards a moral
judgment that you should return the change and motivate you to actually return it. On the other
hand, if the cashier was rude, your feelings of anger towards the cashier might lead you to keep
the extra change.
In conjunction with intuition and emotion, you might also reflect upon the various moral
standards in deciding what the right thing to do is. A core moral standard is trustworthiness.
Trustworthiness includes honesty. While it does not involve a direct lie, it does appear
dishonest to keep the money. Avoiding unnecessary harm in terms of caring would require
disclosure, since either the cashier or the ...
Companies launch products and services to consumers with the thought that their product will offer so much value to the consumer without considering the bigger picture. It is a holistic view of the consumer experience that matters if consumer centricity is to be attained. The combination of a product’s functionality and the experience it offers sets a condition for potential consumer engagement and relationship development. Translating this to healthcare, it is important for payers to provide information and tools so members manage their health while offering a connected experience to simplify and navigate the complex maze of healthcare.
Chapter Seven
What Would You Do? Common Workplace Dilemmas
As we move into the final chapter, let's do a quick review of what we've covered so far. The
first three chapters of this book explained through the Integrated-EDM model how ethical
decision making takes place or is impeded. Chapter 4 laid out a set of normative criteria for
determining ethical behavior through the Multifaceted-EDM model, while Chapter 5 set out
criteria for when it is permissible or even obligatory to blow the whistle on misconduct.
Chapter 6 indicated the key pillars leading to an ethical corporate culture. Now that we have
covered the foundations of ethical decision making, let's continue with a more practical
application of the descriptive and normative theory of ethical decision making covered
throughout this book.
We'll begin with a very simple problem for illustration purposes. Suppose you buy something
in a store, and you receive too much change. Would you tell the cashier? For the purposes of
this example, let's assume the following:
The amount of extra change is neither significant nor insignificant;
You noticed the extra change shortly after leaving the store; and
You are not sure whether the cashier will be held responsible for the missing change.
Based on the above assumptions, how would the normative Multifaceted-EDM framework
apply? The first step is to realize in terms of proper framing that this is in fact an ethical
dilemma. There are no legal issues; you would not be breaking the law, nor could you be sued
for keeping the extra change. While this could be considered an economic dilemma related to
your self-interest, if for example the amount of the extra change was significant, here this is not
the case. Does the decision whether to return the change nonetheless have a potential impact on
others? The answer is yes in terms of the cashier or the owners of the store and if you realized
this, you would possess moral awareness potentially leading to an automatic initial moral
intuition that the extra change should be returned. Or you might immediately feel the emotion
of sympathy for the cashier's mistake, especially if you were previously a cashier and made a
few mistakes yourself in the past. You might also experience feelings of guilt if you kept the
extra change. Experiencing either of these emotions would likely push you towards a moral
judgment that you should return the change and motivate you to actually return it. On the other
hand, if the cashier was rude, your feelings of anger towards the cashier might lead you to keep
the extra change.
In conjunction with intuition and emotion, you might also reflect upon the various moral
standards in deciding what the right thing to do is. A core moral standard is trustworthiness.
Trustworthiness includes honesty. While it does not involve a direct lie, it does appear
dishonest to keep the money. Avoiding unnecessary harm in terms of caring would require
disclosure, since either the cashier or the ...
Here at Ogilvy CommonHealth, we have made it our business to understand how the trend towards personalised health can best be harnessed to improve health outcomes.
There is no doubt that this route has the power to achieve positive health change, but why – and more importantly – how can this be best achieved?
Tips for mastering the write-ups There rarely exist right answeTakishaPeck109
Tips for mastering the write-ups:
There rarely exist right answers to these questions. That’s what makes the prompts interesting,
useful, and fun (we hope). Good write-ups will always reflect a solid understanding of the
material but more importantly you should be able to apply the concepts to the prompt. This means
that you should not provide definitions and examples from the reading, but instead figure out
what concepts are relevant and how they apply to this business situation.
The following are a few tangible, specific tips based on years of grading write-ups. I offer them to
you in roughly decreasing order of how frustrating their violations are to a grader.
1. Don’t regurgitate the reading. You never need to waste space including definitions from the
reading. Write as if your audience not only has read the assigned materials but also knows
them well. When necessary, cite a concept as briefly as possible. The fact that you’ve done
the reading should be revealed to us by your thinking, NOT by some quotation.
2. Start quickly and end abruptly. For these short write-ups, introductions, background, and
conclusions are entirely unnecessary. Even worse, they take away space that is better used in
other ways. We don’t expect these things to read like English essays. Nor are we strangers to
why you’re writing in the first place. Treat it like an email to a colleague and jump right in.
3. Choose specific over abstract. Precision is good. It’s good for communication, and it’s good
for sharpening thinking. When you feel yourself getting fuzzy, think to yourself: I need an
example. We love examples. Make it real.
4. Be realistic. There is nothing more irritating than a cute suggestion (for example, of how an
organization might mitigate a particular bias) that works theoretically but is utterly infeasible
in the real world. Perhaps the best criterion is to ask yourself if you’d be willing to sit in a
manager’s office advocating his or her use of your recommendation.
5. Less is more. Believe it or not, a common mistake is to include too many ideas — not
because too many ideas itself is bad, but because these ideas, as intriguing, tantalizing, and,
yes, right as they might be, are often too poorly developed. Don’t make this mistake! We’re
not impressed with laundry lists. It’s much better to write about a few things really well.
Oh, and have fun! This is an opportunity to be creative (the risk-reward tradeoff for creativity is
very attractive). A student who is thoughtful and having fun when writing these is generally going
to do pretty well. And get more out of it. Thanks!
Running head: Access to medicines 1
Access to medicines 4
Access to medicines
Student’s name
Name of institution
Date
Access to medicine and affordable healthcare
Many people across the world face many challenges in accessing quality healthcare. This usually affects low income families who find it difficult to access medicine when they get ...
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
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
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.
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.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
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.
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2. THE HABIT LOOP
Before we move forward, it's important to understand why
and how habits form. The “Habit loop”, a concept introduced
by Charles Duhigg, consists of three elements.
1. Trigger : This is what initiates a behaviour
2. Routine : The behavior itself done repetitively
3. Reward: The incentive that continues the habit loop
This loop explains the reasons for continuation of habits.
However, these are often fairly complex. Triggers and rewards
mean differently to different people and hence, interpretations
of these behaviors often get difficult.
In the past few months, there has been immense conjecture on
what the world would look like post the COVID crisis.
The world will be different. The consumer will be different.
Consumers will lean to new behaviours. We will operate in a
“new normal”. Some predictions, fairly reasonable, with a
greater likelihood to come true and some heavily skewed by
consumer surveys that are a reflection of the existing
consumer sentiment.
Frankly, nobody knows what the future holds. In such
situations of uncertainty, it's always favourable to fall back on
principles and fundamentals to help you filter the common
threads across developments that can help you discover
nuanced consumer insights.
So first things first, there are obvious changes in consumer
behavior ever since the lockdown. But why have these
emerged and what has led to these changes?
Trigger
RoutineReward
3. CONSUMER BEHAVIOUR DURING THE LOCKDOWN
The single biggest reason is “DISRUPTION”. A disruption not only of our daily routines but also of our habits, our mental state and
thoughts & beliefs. The crisis has challenged our entire system and usually disruptions of this magnitude tend to form new habit
loops. We’ve seen such things happen in the past as well with SARS, the 2008-09 recession or the great depression.
Amidst the many emerging behaviours, let's look at 5 macro consumer behaviours emerged in India.
Source: Kantar
1. Digital consumption, especially
first timers, significantly high across
categories.
2. Pantry stocking of essential items
making consumers shift to larger SKUs
Source: economictimes.com
3. Working from home as companies encourage
remote work
Source: moneycontrol.com, business today
4. 4. Hygiene & general health becoming
more prevalent in Indian households
Source: Kantar world panel division
5. OTT and online gaming gaining traction as
entertainment choices
From the lens of the ‘Habit loop’
concept
All these trends have surfaced ever since the crisis
hit us and naturally most triggers and rewards are
highly connected to this situation.
Some industries such as e-grocers ( Grofers, Big
Basket), food deliveries (Swiggy, Zomato) and
FMCG giants like Dabur, RB have benefitted. The
habit loops mentioned are just a few out of many,
but will these gain more traction post the crisis is a
big question that is yet to be answered.
Source: economictimes.com
TriggerBehaviour Routine Rewards
Digital consumption Social distancing Regular orders of
essential items
Convenience and
reduced exposure
Pantry stocking Supply disruptions Purchase higher
SKUs in every order Regular food supply
Work from home Social distancing Daily work routines
Personal safety and
lower risk of
contraction
Hygiene & general
health
The COVID virus
washing of hands,
purchase of OTC and
hygiene products
Reduced risk of
infection
OTT consumption Stay at home
viewing increased
no. of movies,
shows etc
Killing time at
home made easy
5. 1. Understand the triggers and rewards
to continue the loops Habits currently have
surfaced due to triggers and rewards directly linked to
this crisis. However, post the lockdown, the influence of
factors like time, competitive responses, irrelevance of
the existing reward or even the discovery of a preventive
vaccine and cure for COVID can bring disruptions to
these habit loops. New triggers and rewards will emerge.
Companies riding on success due to these behaviors will
have to appreciate this system. Understand what’s
working in your favour; is it the trigger or the reward?
Deep dive to explore the possibilities of change in the
loop. Similarly, for the one’s hurting, new disruptions
will bring new opportunities and taking advantage of
this will help you identify ways of reconnecting with
your consumers.
DECODING THE LOOP
While there are some companies who have benefitted from this situation, there are also a few who are hurting especially the
ones in hospitality, travel, jewelry etc. And maybe, there is merit in understanding these neurological loops to gain more insight
into “why consumers do what they really do?”. Getting down to basics helps you look beyond the layers and interpret the core
reasons for change.
The companies who are benefitting need to find ways of these to continue while the one’s hurting may find opportunities to
revive some of the old habits or maybe create new ones. In the context of this situation, here are a few perspectives:
2. Identify the rewards that are independent
of the crisis. The ones with rewards independent of the
crisis may turn into long term trends. There have been a few
that we’ve adopted because we’ve been pushed to the wall to
do so like “Remote work”. Companies are beginning to realize
that work can function, especially for certain departments, as
efficiently as earlier encouraging them to value the larger
benefits like cutting costs related to travel, work spaces etc.
Similarly, all of us have realized that the human civilization
will continue to be hit by different viruses and diseases
periodically leading us to appreciate regular healthcare
checkups, doctors consultations etc. Especially in the Indian
society, where most are used to self medication, we are
beginning to see increased willingness for regular healthcare
investigations even if its a minor flu or cold. All these rewards
such as company cost savings, work life balance, better health
& safety are likely to go beyond the crisis and hold true if the
world resumed to normal and was COVID free.
6. In your business, if there are rewards that you identify
independent of the crisis, there may be potential for those
loops to convert to long term behaviour.
3. Not all is lost. Consumers are edging to
rebound Let's face it. We are reminiscing some of our past
habits and are craving experiences that can’t happen currently.
Going back into a restaurant, shopping in a supermarket,
outdoor sport activity or even just sitting by the bar for a drink.
Everybody wants to resume a few of their past habits but with
caution.
The good news for industries who are heavily dependent on
human interaction or social gatherings is that the consumer is
still craving for these experiences. There is an opportunity that
exists. However, in the new normal, it will depend on how you
regain the trust of these people and make them feel confident
to step back into a currently risky environment. Restricting
number of people at a point of time, increasing hygiene
requirements, placing tables at a 6ft distance are a few
initiatives that can help regain that trust.
4. The perfect time to experiment &
innovate Consumers are vulnerable at this point. Things
have shifted for consumers mentally, physically and also
attitudinally. They are more open to trying out new products,
services and experiences (senior citizens adopting video
conferencing is a perfect example) that may not have
happened earlier. This is the perfect time to experiment and
innovate. The more number of innovations, chances are, a few
might stick.
5. Brand messaging needs to be tailored as
per the reward . These loops are going to change
gradually. Using this to your advantage might help you strike
the right chord with the consumer. A few years ago, P&G
rescued their brand “Febreze” from dying too soon. Their
initial message was centered around the functional benefits of
cleaning. While sanitization and killing bacteria are true
rewards that consumers look for, it wasn’t the core reward
they were seeking. The company discovered that it was actually
‘odor’ and changing their message to highlight just this, did the
magic. Today, the brand has a complete product portfolio of
fresheners and cleaners that continue to promote this
messaging.
In today’s crisis, one sees these rewards linked to COVID.
Many have adopted cleaners and sanitizers for improved
hygiene. However, this reward will change. If brands discover
the true rewards and adopt messaging accordingly, the loop
could continue. Else chances are, consumers might reduce
consumption once the virus scare is off.
7. 6. Encouraging “feel good” behaviour to
create relationships There are some positives that
have come out of this lockdown. People are spending more
time with families. Many have taken to board games,
“Tambola” over WhatsApp, routines with grandparents, and
art & craft with kids. Some have reinitiated old hobbies like
painting and cooking. We’ve also gone back to consuming
some old goodies and snacks that were forgotten in the past.
While many of these will be forgotten once again after we
resume our past routines, companies can remind consumers
about these “feel good” moments to create brand relationships.
Disclaimer: A Priori does not provide fairness opinions or valuations of market transactions, and these materials should not be relied upon or construed as such. Further, the financial
evaluations, projected market and financial information, and conclusions contained in these materials are based upon standard valuation methodologies, are not definitive forecasts, and are
not guaranteed by A Priori. A Priori has used public and / or confidential data provided to A Priori by the Client. A Priori has not independently verified the data and the assumptions used in
these analytics, and any inaccuracy or incompleteness of the said data or any changes in the said data or operating assumptions will clearly impact the analyses and conclusions.
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Aditi Gupta
16 years+ experience in
Product Marketing in
CPG. International
experience. Graphic
Design experience &
education.
Atishi Pradhan
25 years+ experience
in Advertising as Global
Planning Director,
JWT. Worked across
multiple industries.
Faculty at IIM
Ahmedabad.
MBA from IIM
Ahmedabad
Raja Balasubramanian
20 years+ experience in
Marketing. Last role as VP
Marketing, MasterCard,
South Asia. Experience in
Media, Banking, Tech,
consumer industries
MBA from IIM
Ahmedabad
Niloy Mukherjee
25 years+
experience in Sales
& Marketing.
Previously, VP Sales
& Marketing, Dell.
Led Pricing Line for
McKinsey Asia. MBA
from IIM Ahmedabad
Shubhajit Sen
25 years+ experience.
Previously, MD Grohe
India, CMO,
Micromax; VP &
Global Leader at GSK
Consumer. MBA from
IIM Ahmedabad
Srinivas Murthy
20 years+
experience.
Previously, VP
Marketing Snapdeal
and Marketing
Director, Coca Cola,
India. MBA from IIM
Calcutta
Samrat Das Gupta
19 years+ experience
in Marketing services.
Former head of
Experiential Marketing,
Cheil India
Apoorva Mathur
7 years+ experience in
FMCG and dev sector.
Previous role at TGB.
MBA from Hong Kong
University.
Devapriya Khanna
20 years+ experience
Senior leadership
experience in CPG as
Director Marketing,
Carlsberg and Head of
Marketing at Oriflame.
MBA from IMI with
specialisation in MarCom
Sahil Aggarwal
3 years+ experience in
major e-commerce
player. Engineer from
TIE