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IMC Milestone2
IMC Milestone 2
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Content Marketing Research | online consumer behavior changes

Content Marketing Research | online consumer behavior changes | IMC Milestone2 |
As you begin planning your strategies for next year, recent content marketing research points up 5 ways you should adapt for 2013. Here are the essentials.


In the next few weeks, companies will be working on their marketing plans for 2013 and, for many of them, content marketing will play a part in those plans. If you are involved in planning those content marketing efforts, you will likely need to consider a few important changes in online consumer behavior.


Research agency InSites Consulting, data and sampling partner SSI, and translation agency No Problem! recently conducted a global consumer survey to better understand the consumer. Based on this research, we were able to draw five key conclusions that content marketers should take into account as they start to plan for 2013....

Via Jeff Domansky
An, SungBin's comment, April 5, 2013 9:07 AM
I am agree with that research, before we buy the certain product of certain brand, we ask to our friends first. The advantages or disadvantages of that product and by my experience, they can influence us very easily if I don't have my best brand or company. therefore, it is important to give a positive brand image to people who has a big influence to other people. like, many brands sponsor someone to use their product to show people that his famous man uses our brand. For example, Nike sponsors Tiger Woods and Crestiano Ronaldo to upgrade their brand image.
Jack Tang's comment, April 6, 2013 3:25 AM
The point that this article has point out is that when we go to any shop to do our shopping we will think about our experience with that shop first. I totally agree with the author as according to my past experiences, if the shop give me or my friends bad image about the customer services or the product, we will never return to that shop again and we will tell other friends to not go to that shop as well.
Kevin Chai's comment, April 8, 2013 3:04 AM
I agree with all of the statements except for number 4, that "Fans are not seen as a credible source." For some reason brand users and fans are kept as a different category despite the overlap. Brand fans can also be people on contact lists, and in fact that survey has many overlapping categories. While the other 4 points I believe have merit, that point is simply not detailed enough to be taken seriously.
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Teen Girls Most Likely to Rely on Mobile for Internet - eMarketer

Teen Girls Most Likely to Rely on Mobile for Internet - eMarketer | IMC Milestone2 |

Girls, low-income teens more likely to access internet via mobile

Teen digital mavens have been quick to adapt their web habits to mobile  devices, and now some are even using their phones as their primary internet  access point.


According to a September 2012 study of teens and technology conducted by  the Pew Internet &  American Life Project, 95% of youths aged 12 to 17 had access to the  internet, 74% had mobile access to the internet (i.e., via phone or tablet), and  25% accessed the internet primarily through a mobile device.



Kevin Chai's comment, April 5, 2013 12:21 AM
The article seems very narrow in its assumptions especially when focused on 'low income teens'. Low income teens may be more likely to access the internet via smart phone, but this may simply be due to the fact that higher income teens have access to the internet via PCs or laptops. the same could be said of females more likely to use the mobile for internet than males, as it could be simply that males are more likely to be using home computers for internet rather than their smart phone.
Jack Tang's comment, April 5, 2013 4:04 AM
I agree with Kevin's point. Low income teens most of them don't have the money to buy other electrical devices to go online. One smart phone that they buy may cost two month or more for them to cover the spent. For high class teens they have other devices like laptop, tables and xbox to go online and view the items that they want to look at.
Jieyi Situ's comment, April 9, 2013 12:04 PM
It seems that people cannot live without a cellphone or a smartphone nowadays. As technology develops, smartphones are being more and more common in our lives, and low-aging trends apparent. As people comment above, teens from lower income families are more likely use a smartphone instead of using a computer or laptop. I think it is a very good challenge for companies to make strategies to meet those teens needs, because teens is a big part of the target markets as well.
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Preparing for a mobile-led shift in consumer behavior

Preparing for a mobile-led shift in consumer behavior | IMC Milestone2 |

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 curator insight, April 9, 2013 3:32 AM

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.

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.