IMC Consumer Behaviour
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IMC Consumer Behaviour
Consumer Behaviour
Curated by Kevin Chai
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Rescooped by Kevin Chai from Digital Storytelling!

SXSW: Forget Stories. Your Brand Needs a Narrative.

SXSW: Forget Stories. Your Brand Needs a Narrative. | IMC Consumer Behaviour |
If you’ve spent any time at all recently reading PR and marketing blogs, you know that storytelling is a top trend, and for good reason.  Building storytelling into the communications mix delivers ...

Via José Carlos
more...'s curator insight, March 18, 2013 8:46 PM

Beyond (or maybe underneath?) stories: narratives!

Scooped by Kevin Chai!

Coke, Nike succeed with new style of brand storytelling online

Coke, Nike succeed with new style of brand storytelling online | IMC Consumer Behaviour |
The focus is not on product but on driving an emotional connection, and social media leads the way...


The days when companies relied on 30-second TV spots and full-page newspaper ads as their main tools for staying top-of-mind are long gone. The proliferation of new media and different ways to access information have changed the marketing mix forever.


Listing communications channels for a marketing initiative used to be like counting the number of houses on a street; now, you’re looking at a whole neighbourhood packed full of high-rises.

Kevin Chai's comment, May 8, 2013 1:36 PM
This article does indeed capture the essence of the modern age, or more specifically why modernized companies such as Coke and NIke are succeeding. In this day and age, consumers are not satisfied with simply accepting basic tv ads, they want to interact with the brands of their choice. The two companies recognized this and use social media to meet those needs. From there, this back and forth communication ties the companies more closely with their consumers.
Jack Tang's comment, May 9, 2013 6:59 AM
I agree with Kevin's point where consumers now would not satisfy by just simply TV ads. Brands needs to come up with same ways that it can interact with their target consumers.
An, SungBin's comment, May 10, 2013 3:28 AM
I agree with Kevin's idea. as mentioned in article, they are shifting fast to offline to online and that is why companies trying to make a new style of ads and brand image to increase their brand images and awareness through out the online. Also, these days, they don't focus on product advertisement but on brand.
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Market Force Study Shows Uptick in Consumers Trying New Retailers

Market Force Study Shows Uptick in Consumers Trying New Retailers | IMC Consumer Behaviour |

Despite cautionary spending last year, retailers may have good reason to be optimistic in 2013 – consumers are trying more fashion retailers for the first time, and most are making purchases during those visits. According to a study by Market Force Information, a worldwide leader in customer intelligence solutions, four in 10 (39%) of consumers surveyed reported trying a new fashion retailer over the past 90 days – a 22% gain from 2011, and a 179% increase from 2010 when just 14% of consumers said they’d tried a new retailer. H&M is the retailer that consumers reported visiting for the first time most often, followed by Kohl’s, Macy’s, Abercrombie & Fitch and Forever 21.
The Market Force study, conducted in February, was designed to uncover consumer shopping trends and behaviors, including how they’ve shifted over the past three years.


Out of the top-ranking retailers in the study, H&M did the best job of attracting new customers for the second time in a row. The Swedish retailer received the highest ranking when the survey votes were indexed to account for number of locations per chain. Kohl’s secured the No. 2 spot, up from its sixth-place finish in Market Force’s previous retail study in late 2011, and Macy’s moved from No. 11 up to third place. Coldwater Creek and White House | Black Market both fell significantly this year from their top-five ranking in 2011. See Graph 1.

Gavin Lionheart's curator insight, April 6, 2013 12:11 PM

This article explains the insight of consumers purchase behaviours to brand switching, in this case the topic is on fashion retailing. Studies according to Market Force Information discovered 10 (39%) of consumers surveyed reported trying new fashion retail, this large change could be based on changing in the behaviour of their fashion. Most people, including me are afraid of change, personally I cant adapt to change I strongly rely on advice from friends and family on my decision making over changing to different brands. This can relate to IMC and all market consumers who are or have had experience with brand switching.

Kasem Tanom's comment, April 6, 2013 12:23 PM
The market is competitive right now with so many brands out there to choose from. Consumers are being forced to choose what brands they think are worth purchasing if it appeals to them. For me I switch brands easy, I dont care about the brand all I care about is the price and quality whether its not too expensive and if the product is of good quality. I would rather buy nike products instead of louis vitton cause to me nike is more appealing as it is good quality and not overpriced
Lance Holland's comment, April 8, 2013 10:00 AM
This article highlights the importance of capitalizing on consumer behaviour marketing communications. There is proof that consumers now, as they always have, can be swayed by convincing and intelligently created marketing schemes to buy new products. The role of marketing has never been more important than it is right now. Understanding why consumers are switching and exactly what messages are most effective is crucial to the success of a brands communications.
Rescooped by Kevin Chai from Just Story It!

SXSW: Confusion between stories and narratives for biz

SXSW: Confusion between stories and narratives for biz | IMC Consumer Behaviour |
If you’ve spent any time at all recently reading PR and marketing blogs, you know that storytelling is a top trend, and for good reason.  Building storytelling into the communications mix delivers ...

Via Dr. Karen Dietz
Jack Tang's comment, May 9, 2013 7:10 AM
I agree with Kevin that narrative is different with stores. Narrative is more affective way for company to understand the process of what they did wrong or right. In the other side, stories are just to tell and it is not really interactive to the company.
An, SungBin's comment, May 10, 2013 3:43 AM
I agree with the article, any company can have their own stories. However, it is hard to get attention by the customers in these days. and I think the narrative has more powerful influences then a just stories. of course, it depends how you narrate the stories to customers, it might get worse.
Dr. Karen Dietz's comment, May 10, 2013 4:31 PM
All of these comments are very interesting and I think some additional points need to be made. First, not all narratives re stories. A report or an essay or a testimonial are all types of narratives and are definitely not stories. A report can have stories within it, but is still a type of narrative. If people understood the DYNAMICS of storytelling they would know that stories continually evolve and are all about engagement. Storytelling is NOT about telling, it's about the co-created experience that happens when people are experiencing the telling and listening at the same time. Stories by their nature are interactive. Can narrative evolve? Sure. But the points made at the conference is setting up a false dichotomy between narratives and stories, which when put into practice, is less relevant. The most important piece to pay attention to is the engagement and evolving nature of stories. Saying stories end and narratives don't is silly and not true.
Rescooped by Kevin Chai from MarketingHits!

Screen Time: Cross-Platform Consumer Behavior [Infographic]

Screen Time: Cross-Platform Consumer Behavior [Infographic] | IMC Consumer Behaviour |

This week’s infographic feature comes from Google, The New Multi-Screen World: Understanding Cross-Platform Consumer Behavior.To clarify, sequential screening means moving from one device to another to complete a single goal, simultaneous refers to...

Via Brian Yanish -
Kevin Chai's comment, April 4, 2013 6:33 AM
The article is absolutely correct in that advertising as a whole is mostly through screens, a fact that is almost common sense with little value. The follow up statement that purchases are multi-screen however is a point that I had never thought about, and again it is very true in that online shopping commonly happens through sequential screening. While this fact is very interesting, the article does not make any mention of how to utilize that, and so we are given information, but it is information that is difficult to take advantage of.
Jack Tang's comment, April 5, 2013 8:13 AM
I agreed with the points that the author has point out in this article. People use multiple screens to help them to search for information and to make final decisions. 90% of all media actions are screen based and 38% are on smart phones. However, personally I don't really like to use online sources to help me making decision because so many people knows and have a very good skills with Photoshop, therefore the picture that you see online or in the magazine could be a very different picture with the actual product.
An, SungBin's comment, April 5, 2013 3:06 PM
I think those graph is very reasonable. we do look more screens than paper these days. but the rate of 38% of the smartphone will increase as time goes by. also, we do use more than one device, for me and my friends, we use at least 2 device everyday. Furthermore, we do not watch TV much anymore, we look at the news, drama with our Tablets, laptop or smartphones. even though many people are watching TV, that percentage is decreasing. lastly, when I am shopping, I buy through internet by almost 90%. because in internet I can find more clothes than shops and I can save my time and I can look at those clothes without walking around. so, by developing the technology, those trends are changing.
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Consumer Using Phones to Bank, but Not Buy

Consumer Using Phones to Bank, but Not Buy | IMC Consumer Behaviour |

Americans are increasingly using their phones to avoid a trip to the bank, but they still have little interest in having mobile devices replace their wallets.



The cellphone users tapping into banking services increased 33% during 2012, according to a Federal Reserve survey released Wednesday. Nearly half of those with smart phones accessed a banking app or mobile website in the past year, the survey of 2,600 consumers found.


“It is the future,” technology analyst Jeff Kagan said. “Five years ago we didn’t have iPhones… soon we may be using our phones for nearly all banking and monetary needs.”


The Fed survey found Americans are increasingly checking balances, paying bills and depositing checks on their phones, but they’re reluctant to use their iPhones, Galaxies and other gadgets to pay at retailers and restaurants.

Only 6% of smart phone owners used their device to make a purchase in the past 12 months, and less than a quarter say that they’re even interested in such services, the Fed said.

Gavin Lionheart's curator insight, April 6, 2013 12:11 PM

Needless to say smartphones are becomming a rapidly popular to everyday use. Advantages of smartphones can somewhat save you time doing daily or weekly chores, as for example this article talks about saving time by using a smartphone than making a trip to the bank. Personally I find using smartphones very useful in relating to this situation, I use my banking app frequently to pay for certain things that the app can supply me with. I guess in some cases, for workers such as bank workers will have less occupants visiting. It's all up to the phone user how they use the phone and how they decide to maintain its benefits and flaws.

Lance Holland's comment, April 8, 2013 9:54 AM
This article highlights a changing direction in consumer behaviour. because of technology, consumers are able to electronically access their bank accounts and similar services, completely removing the need to physically walk into the bank and manage finances. This shift demonstrates the growing medium of smartphones, and this is important for marketers to recognise that physical advertisements may not be as effective at reaching consumers, especially if those consumers do not visit particular stores (physically) very often. Internet has shown a new platform to market and advertise in, and smartphones will be the upcoming medium to communicate to consumers on
Kasem Tanom's comment, April 8, 2013 10:26 AM
I agree smartphones are convienient in everyday use. I too do online banking using my smartphone. As lance said marketers need to recognise the changes occurring in marketing and take into account that physical advertisements may not be as effective as online marketing.