Week 4 - The Consumer and the Communications Proccess
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Week 4 - The Consumer and the Communications Proccess
Week 4 - The Consumer and the Communications Proccess
Curated by Alice Burke
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Preparing for a mobile-led shift in consumer behavior

Preparing for a mobile-led shift in consumer behavior | Week 4 - The Consumer and the Communications Proccess | Scoop.it

Online marketers must evolve or die

 

SUMMARY: It's not enough for digital marketers to embrace new technologies -- they must also adjust to new consumer behaviors and attitudes in areas such as shopping, entertainment, information and communication, writes Mickey Alam Khan. The rise of mobile devices, especially, is giving consumers more power, more freedom and more information, making conventional marketing methods less effective, Khan argues. "The choice for marketers in 2013 is clear: either mobile-first or end up last," he write

Alice Burke's insight:

This article discusses a relevant consumer behaviour issue marketers are facing today; how to use smart phones/tablets to their advantage. The marketing world has changed dramatically since the launch of iPhones and other smart phones. Consumers no longer accept prices and information at face value. They are able to question everything they are being told by marketers and get instant answers by using the internet on their phones. This has made them more demanding, and less tolerable of bad experiences. Tablets and smart phones allow consumers to instantly affect the reputation of a brand, either positively or negatively. The latter a huge issue for marketers. 

Another issue discussed is the impact tablets are having on other forms of media. Rather than having to pay attention to tv, consumers are tuning out TV adverisments by playing/reasearching on their tablests/smart phones. I think this is a very relevant and important issues marketeres need to overcome. This is where the use of "second-screen advertisments" are beneficial for marketers. 

Overall, this article discusses relvant consumer behaviour issues in the current market. However I think it needed to offer some solutions to the changes in these behaviours to benefit marketers.

more...
Kevin Chai's comment, April 8, 2013 2:07 AM
The article seems to imply that the smart phone is moving on to the same level of importance as a computer, and I would say that is completely untrue. The smartphone seems to be taking their place due to convenience in portability and accessibility away from home. Even over lap tops, why would you pull the laptop out of your bag when you can simply pull the smartphone from your pocket? Its that level of convenience which makes the smart phone seem like its on the same level as a computer, however at home doing assignments or business documents, the computer will still take priority.
Roshani Mehta's comment, April 9, 2013 6:17 PM
I think the changes in behavior that come from changes in technology needs to be followed carefully by marketers. Marketers need to keep up and evolve with consumers changing behaviors. To learn how to take advantage of this ever growing usage of smartphones is key to IMC. Marketers do need to take advantage of second screen advertisements as more an more people tune out during television advertising- as such loosing viewers and having ineffective mass media marketing.
Vana Chatikavanij's curator insight, May 9, 2013 3:57 AM

It is important for companies to know the moving trend of their consumers. A growing demand for services that support their devices is another implication for IMC. More communication can be done through things such as smartphone and tablets. It is not only about internet and social net work only, however the actual service which supported devices can be another method used to improve IMC.

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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Week 4 - The Consumer and the Communications Proccess | Scoop.it
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today http://t.co/E3hvi9puYA)

Via Francisco Teixeira
Alice Burke's insight:

This article poses valid points on the topic of how human emotions affect our view of a brand/product and how this influences our purchase decisions. It outlines that emotions and how we feel about a brand are the primary reasons why we prefer one brand to another, and the likability of an ad has an influential impact on whether we will purchase a product. However I feel this article should have explained that the type of product we are seeking to buy has an impact on whether emotional advertising will influence our purchase decisions. For example the intentions for buying a product like perfume are polar opposites to buying a piece of electronic equipment like a cellphone or a computer. An advertisement for perfume needs to tell a story or “narrative”, and pull on the emotional strings of consumers to increase the desirability of their product. An advertisement for technical equipment needs to focus on product attributes. I think that the type of product being advertised has a huge impact on what type of advertising will be most effective, and this should have been discussed in the article. However, the author did discuss some interesting and valid points. The point about brands being similar to a human with real personalities was interesting and the relation to real life relationships. As in real life relationships, some people/personalities are attracted to other personalities for varying emotional reasons and this is compared to brands as well. People will “like” a certain brand just because of the personality being portrayed, and others will not like the brand for the same reasons, dependent on the type of traits they are attracted to (for example, modern vs conservative brands and personalities).

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Courtenay Poihega's curator insight, August 22, 2013 8:25 PM

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.

 

The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 

 

Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Peter Simunovich's curator insight, September 22, 2013 11:25 PM
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.