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Content Marketing: How We Use Multiple Mobile Devices | Heidi Cohen

4 Types of Content Consumption (Research)

For many today, content consumption is no longer a focused activity. Instead we’re always connected and using multiple screens.

 

Using more than one device at a time, we seamlessly move from one piece of content on one device to another on a different device either sequentially, simultaneously or separately. These evolving content consumption patterns have important implications for marketers.

 

Partnering with Flamingo Research and Ipsos OTX, in February 2013, Microsoftsurveyed global consumers from Sydney, Sao Paulo, Toronto, London, and Chicago, aged 18 to 54, who owned multiple devices including televisions, smartphones, tablets, e-readers, gaming consoles and laptops and used a second screen daily. (Note: Microsoft’s content consumption terms were used in this post. You may also want to check Google’s research on content consumption and content marketing effectiveness.)


Via Russ Merz, Ph.D.
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Jack Tang's comment, April 4, 2013 3:55 AM
This article has discuss the four types of content consumption. we need to use multiple channels to sent information to the customers. By doing this it will be more fast to let customers to get the messages that we try to sent out about our product also at the time it helps customers to do their research according to their needs and wants. The four devices that been used at home are: television, laptop, smartphone and tablet. Television is often the spark for seeking additional content. It's used at home in the evening. Laptop is the offers control to television viewing and answer questions, smartphone provides a polite way to gather information if others are present and tablet is likely to be used at home to enhance viewing. Can be used with others around for information gathering and connecting.
Kevin Chai's comment, April 5, 2013 12:06 AM
Zigging and Zagging is an activity television viewers have used to essentially avoid advertisements and only catch programs. The companies dictating what is aired have developed overlapping advetisement times to force some exposure of adverts to their viewers. This article brings to light how often people switch between different products to avoid the 'boring bits' and we can sort of predict a future strategy from companies to counter zigging and zagging between products.
An, SungBin's comment, April 5, 2013 9:19 AM
we can think by this article that because many people are not use only one device, the companies cannot advertise their brand or product through one channel. they should spent on other channels as well. for me, I use at least 2 device everyday. I use my laptop for watching news, Facebook and Google, and with my smartphone, I play games and contact with my friends. Furthermore, If I am at home I even watch TV and it makes 3 devices and most of my friends are not different so the a lot of people are exposed by many ads from many channel.
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Using Visual Recognition to Tap into the Consumer Mind-set - Forbes

Using Visual Recognition to Tap into the Consumer Mind-set - Forbes | consumer behaviour is good | Scoop.it
Using Visual Recognition to Tap into the Consumer Mind-set
Forbes
... consumer products, financial services and professional services organizations.
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Jack Tang's comment, April 4, 2013 4:14 AM
Marketers were trying to capture the magic moment when a potential consumer is actually looking to interact with the brand. Current the technology of smart phone allows retailers to access the behavior of the customers, third party data and location of the customers. All those bits of information helps to serve those information across by using apps and mobile web.
Kevin Chai's comment, April 5, 2013 12:13 AM
I disagree with the article in that the author feels like they have captured the magic moment where customers are actually looking to interact with the brand. In fact in a round about way, from what I've garnered from the article, marketers are being misguided when trying to recreate the moment where customers wish to interact with the brand. Rather than specifying exactly how to recreate it, they find out every opportunity that they have to expose their brand to the customer and then bombard them with adverts. This is far from recreating the moment and is more like actively scaring consumers away.
An, SungBin's comment, April 5, 2013 9:31 AM
I agree that because of smartphone, companies can show the ads to more relevant people with their product and they don't have to waste their money on the advertising to the mass audience. However, I disagree with the magic moment that potential customer is looking to interact with the brand because even though some of them has interact with the brand, they will ask their friend about that brand and if their friend have bad image toward that brand, they will tell negative things about brands.
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5 Ways Retailers Are Monitoring Your Every Move | POPAI

5 Ways Retailers Are Monitoring Your Every Move | POPAI | consumer behaviour is good | Scoop.it

Shoppers are quickly catching on to the fact that retailers monitor their every move throughout the path to purchase. Whether it begins at home on their computer during the research and price-comparison stage, or in-stores at an interactive display that asks for personal info, there are numerous ways brands and retailers are finding out more and more about shoppers in order to cultivate a better user experience for them. Can you count all of the ways?


Via Russ Merz, Ph.D.
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An, SungBin's comment, April 5, 2013 2:57 AM
I am agree with this article. I didn't know that super mannequin cams are used to see the consumer behavior but it seems it is good idea. and data mining and smartphone tracking is same idea. because these days, most of us using free WIFI with our smartphones. also, those three information will give companies to more accurate consumer behavior.
faisal bin afif's comment, April 7, 2013 4:15 AM
I think this article details what I believe to be the next "in thing" or trend in marketing, which is already starting to happen. That is not a unified approach to marketing using an integrated marketing strategy of "one size fits all" but once marketers have access to this much personal information, even instantaneous facial features of potential consumers they can individualise and customise unique messages direct to that individual consumers by new technology. This can be messages to a smart phone or digital media positioned next to a display stand of the firms merchandise.
Avi Prasad's comment, May 9, 2013 10:07 PM
I agree with Faisal, it the next thing that is slowly being implement in markting, again like i have said in the past, adaption of technology as well watching how consumers interact with a companies product is essential in the success for a company. This directly involes the consumer as they are unaware of this type of marketing will be more conscious of what is being displayed.