Communication Barriers
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Rescooped by Jacques Dupeyroux from IMC!

Complexity and Smart Nudges with Inattentive Consumers

In an experiment on markets for services, we find that consumers are likely to stick to defaults and achieve suboptimal outcomes. We unpack two key psychological reasons why they do this - complexity (in terms of non-linearity, number and bundling of tariffs) and consumer inattention -. The complexity induced by product bundling, non-linearity and number of tariffs has an important role, but this is overstated if the explanatory power of inattention is neglected. We show that a ‘smart nudge’ policy of automatically switching default tariffs can be used to exploit inattention-based consumer inertia to achieve better consumer outcomes.

Via Alessandro Cerboni, Danielle Gillespie
Jacques Dupeyroux's insight:

Some key ideas on consumer inertia and highlighting why it is a key concept to understand in order to successfully overcome certain communication barriers.

Danielle Gillespie's curator insight, August 4, 2014 6:01 AM

Study of consumer inertia and finding ways for marketers to overcome this communication barrier

Elizabeth Cora Hayes's curator insight, August 7, 2014 7:04 AM

This paper explores the communication barrier of CONSUMER INERTIA. This is an important/relevant area of interest for companies and brands because brand inertia will ultimately lead to brand switching.

A new brand however, would want to encourage brand switching to establish its own new loyal customer base. The paper uses three experiments to see why consumers stick to default practices and achieve sub optimal outcomes-  and what we can do to get around this (get consumers actively looking for alternative competitors with better offerings).

Scooped by Jacques Dupeyroux!

Why Your Business should be using a Social Media Dashboard - Peacock Virtual Solutions

Why Your Business should be using a Social Media Dashboard - Peacock Virtual Solutions | Communication Barriers |
Managing the social media accounts of your business can be a time-consuming affair, where a lot of your in-house resources might be wasted in the process..
Jacques Dupeyroux's insight:

Businesses should be using a social media distributive platform to keep up with modernised forms of achieving maximum exposure and customer reach. The ways of distributing advertising is changing and businesses need to adapt to the changing environment.

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Rescooped by Jacques Dupeyroux from Public Relations & Social Marketing Insight!

How much should you invest in social media marketing ?

How much should you invest in social media marketing ? | Communication Barriers |

Perhaps the biggest barrier to an effective social media marketing initiative is both executives trying to sell social media internally and a failure to understand just how important social media marketing is to conversion. I could give you a lot of data about social media, it’s short shelf life, the fact that only 16% of brands facebook posts are read and the fact that engagement is down since facebook evolved to timeline but it’s much more than that.


Marketers need to have a deep understanding of what they are selling (hint: it’s not product features) and understand what makes someone want to purchase their product. In addition they need to know that just because someone purchases their product does not mean they want to have a relationship with the brand.


Silverman Research and Unilever recently surveyed 644 people from more than 30 countries to find out why more companies don’t use social media. Participants highlighted 16 different barriers companies face when incorporating social media, but they considered these four the most significant...

Via Jeff Domansky
Jacques Dupeyroux's insight:

It is crucial for corporate level executives to understand how increasingly important social media outlets for business are with a future trend set to take over advertising and brand equity building.

Jeff Domansky's curator insight, October 29, 2013 2:42 AM

Find out the four biggest barriers to implementing content marketing. Also 3 myths about social media and consumers via Harvard Business Review blog.

malek's curator insight, October 29, 2013 8:39 AM

A prudent conclusion here

"Instead of relentlessly demanding more consumer attention, treat the attention you do win as precious."

Leo Chan's curator insight, May 30, 2014 4:37 AM

Yes, when it come to social media marketing, more isnt better.

In my opinion, the main goal of social media marketing is user engagement. 

The quality of the information is much more important in this case..

Rescooped by Jacques Dupeyroux from Integrated Marketing Communication!

Barriers to Integrated Marketing Communication | eHow

Barriers to Integrated Marketing Communication | eHow | Communication Barriers |
Integrated marketing communication is essential to businesses who are dedicated to reaching their consumers and potential consumers through various forms of media, with a consistent message about their businesses and products. Integrated marketing communication helps businesses reach prospects from various angles in hopes to capture their attention...

Via Wenyu Liang
Jacques Dupeyroux's insight:

Having an in depth understanding of what the common communication barriers are in terms of maximising a brands ability to reach its consumers through strategic integrated marketing communication campaigns is priceless and essential to ensure a company successfully reaches its marketing goals. Some barriers are Noise and Clutter, Consumer apathy, brand parity as well as ideas and strategies which lack in creativity in general. An understanding of these will ensure that when brands are in the IMC planning process they are able to realise each barrier they are faced with and take the most strategic form of action to avoid coming in contact with these barriers to effective communication. 

Wenyu Liang's curator insight, May 6, 2014 10:45 PM

Integrated marketing communication is very useful for business which want to achieve long-run goal. However, there are some barriers in the communication. For example, lack of resources might prevent the development of branding as the business might not have enough money to invest in advertising or lack of people to support the job. The other barriers might be the relationship between upper management staff and lower management staff. As the lower management staff might lack of experience to make a decision, the upper management staff can assist them to do things in the right track. Also, different corporate cultures and restricts creativity are other factors that prevent the performance of adopting IMC. By understanding the barriers that might occur in process of IMC, business should has a plan to figure out the problems when the issue come up. Therefore, business not only need to use variety methods to enhance their brand but also need to predict what issues might happen and how to solve them. 

Cam Huu Ta's curator insight, September 18, 2014 9:14 AM

From this article, we have a lesson that in business campaign, we have many barriers. So... the question posed is that which the reason of this barriers in business. There are some reasons cause communication barriers, including lack of resource, supporting from upper management, culture difference, and creativity .....