The Consumer and the Communication Process, Week 4
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The Consumer and the Communication Process, Week 4
Consumer behaviour and the communication process.

Curated by Chris Mays
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Marketing just needs to mature | stuff.co.nz

OPINION: Last week the esteemed Harvard Business Review declared marketing "dead". Like rock and roll, radio and Oscar Wilde, I think that the reports are exaggerated - marketing is not dead, it just needs to grow up...

Chris Mays's insight:

This opinionated article refers to need for marketer's to use a more mature approach to communicating with customers now that customers have more knowledge and power at their fingertips due to the internet. The article looks at a company, Patagonia, that tries to communicate a more customer-oriented approach. Instead of screaming out to prospective buyers how good Patagonia and their products and prices are, they are putting themselves in the shoes of consumers and communicating benefits to consumers. This is in line with a TED talk I watched, presented by Simon Sinek. Sinek urges companies to "sell the WHY not the WHAT." Instead of Patagonia telling customers WHAT they are selling, they are connecting with consumers and telling them WHY they should buy their products. It is easy to tell consumers WHAT you are selling, but telling consumers WHY they should buy it and how it will benefit their life is a more mature form of marketing.

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Deelan Patel's comment, April 9, 2013 9:02 AM
i agree with your call there chris, consumers have knowledge and power at their disposal, CUSTOMER IS KING. marketers have to adapt to customers, gone where they days where fancy ads and pictures would do the trick
Sam Russell's comment, April 9, 2013 10:17 AM
This is where experiental marketing is growing. Consumers are getting tired of being told this product is good for this this and this reason so you should buy it, consumers want more involvement, they dont just want the relationship between them and the brand to be the transaction when they buy the product. Facebook is a good example of how marketing has changed and how the brand and consumer can have much more interaction!
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eBay seeks acquisitions to speed impulse buys | stuff.co.nz

eBay seeks acquisitions to speed impulse buys | stuff.co.nz | The Consumer and the Communication Process, Week 4 | Scoop.it

EBay is hunting for acquisitions to speed up its development of image recognition and augmented reality features as the online retailer and auctioneer seeks to capitalize on the potential of mobile phones to help consumers make impulse purchases...

Chris Mays's insight:

We, as consumers make purchase decisions based on a consumer decision making process. This article details how eBay, as a company is looking at new technology that will accelerate the "information search" part of the process, thus increasing impulse buys. eBay aims to close sales while consumers are in the mindset to buy by giving as much information as possible, such as quick and easy access to an item that a consumer has photographed on their smartphone. By giving consumers the idea that the product they're after is readily available and at a good price, this will, in eBay's case, hopefully increase impulse buys and close the sale while the customer is in the mindset that they want to buy the product.

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Sam Russell's comment, April 9, 2013 9:52 AM
Really cool what ebay is trying to do! Business must keep up with technology in order to maintain customers and they and doing juts that! From computerts to laptops, now phones have become the fastest way to access the web as they are always on people and a page can be loaded within seconds of turning the device on! It used to take a bit of effort to take a photo on a camera, then upload it to the computer and from their on to an auction website, but with what ebay is planning it could again all be done in just seconds via taking a photo with your phone and then uploading that.
Chris Mays's comment, April 9, 2013 5:09 PM
This just goes to show how technology is being used to create new and exciting, groundbreaking ways to market products. Not only will the integration of image recognition and augmented reality make it easier for consumers, but it will also increase consumer satisfaction as the process of buying a product will be easier than ever before.
Kiran Ramji's comment, April 9, 2013 6:09 PM
i agree... ebay are swag. having personally used ebay... i feel the longer it takes for you to find the product the less willing you are to purchase it, whereas if it popped up as soon as you finished typing in what youre searching for you'll be more ready and willing to puchase it. swag.