Consumer Behavior Situational Influences Situational influences on consumer behavior outlet selection Shopping is an activity that everyone in the world participates in, but what exactly is it? Is a store necessary for shopping to take place? What motivates someone to shop? References Age, Life Phase and Consumption.
Collecting personal data Studying and triggering the subconscious This report provides a brief snapshot of these five categories.
You can also download additional details and visual examples of these tactics at http: But these examples are only the beginning. Creating immersive environments State-of-the-art animation, high-definition video, and other multimedia applications are spawning a new generation of three-dimensional experiences.
In these immersive virtual environments, through the use of avatars and other first-person simulations, teens are surrounded by powerful images and sounds, plunged into the center of the action. Immersive marketing techniques routinely integrate advertising and other content in such a way as to make the two indistinguishable.
The immersive experience is designed to circumvent the user's conscious process of evaluating a product's attributes, eliciting an automatic response that makes the user more susceptible to promotions.
McDonald's, for example, used virtual reality technology to appeal to young consumers through its ambitious tie-in with the film Avatar: Young people could log on to the McDonald's Avatar site and use a webcam to interact with a variety of augmented reality games.
Infiltrating social networks Online social media like Facebook and YouTube are among the most popular digital media platforms for teens,27 and they provide an easy opportunity for marketers to access and exploit an individual's web of social relationships.
Using a host of new techniques and tools, social media marketers can observe and insert themselves into online social interactions to influence the conversation.
Marketers also frequently tempt young people with a variety of incentives -- contests, prizes, free products -- to participate in viral marketing campaigns by circulating brand-related content, often generated by the users themselves. Social networks add the element of peer influence to what is already a powerful marketing appeal, targeting adolescents at a point in their lives when they look to friends as models of what types of behavior to pursue.
Mountain Dew, for example, launched a viral marketing campaign dubbed "DEWmocracy," using a variety of social network platforms to get young people involved in choosing and promoting a new product.
Fans registered at DEWmocracy. A marketing trade publication reports that soon after the campaign launched, Mountain Dew ranked first on tweens' list of "Newest Beverages" they had tried.
Location-based and mobile marketing Young people in particular rely on mobile devices for a growing number of services: The ubiquity of mobile phones gives marketers the unprecedented ability to follow young people throughout their daily lives, delivering enticing marketing offers that are designed to elicit impulsive behaviors.
New forms of loyalty-based programs reward consumers when they "check in" at a restaurant with their mobile phone. And cravings can now be easily triggered at the exact point when a teen is near a fastfood restaurant, made even more irresistible through a variety of incentives such as coupons, discounts, and free offers.
Mobile marketers offer advertisers an array of ways to target consumers based on where they are and what they're doing at any moment. Brightkite, a startup with offices in California and Finland, promotes these targeting capabilities, among others: Location and place targeting "We can target by precise geography -- people in Tulsa, people within two miles of a KFC, people at Costco.
We know who they are. With this information, you can deliver messages that are time sensitive -- the lunch rush, etc. Diet Coke wanted to target people when the afternoon temperature was over 75 degrees.
Collecting personal data Data collection is at the core of contemporary digital marketing for many of the leading food and beverage companies, from Coca-Cola and PepsiCo to McDonald's and other fast food outlets.
Consumers are tagged with unique identifiers when they go online, and tracked, profiled, and targeted for personalized marketing and advertising as they navigate the Internet. Powerful analytical software mines data from new media applications and analyzes patterns of user behavior to help craft and refine marketing strategies.
Marketers argue that the data they collect are not "personally identifiable," but there is growing evidence from around the world that the distinctions between what is considered personally identifiable such as a person's name and email address and "nonpersonal" information such as cookies and invisible data files are outmoded and need to be revised.
To win contest prizes and rewards, consumers must create an account at MyCokeRewards. We did some online consumer studies with Yahoo! Studying and triggering the subconscious Sincethe advertising industry has expanded its use of the latest techniques developed by neuroscientists conducting brain research.
By harnessing the tools of neuroscience, marketers can fine-tune their strategies to trigger instantaneous responses at a subconscious level, creating more likelihood that consumers -- especially young people -- will engage in impulsive behaviors.
The direct goal of neuromarketing is to circumvent rational decision making, which is especially troubling when used to market unhealthy foods. While advertisers have a long tradition of practices designed to tap into unconscious processes, neuromarketing constitutes a significant leap into disturbing new territory.
PepsiCo's Frito-Lay, for example, used neuromarketing to expand the reach of and increase total sales for its billion-dollar brand, Cheetos.
Though the company wanted to target adults in this instance, they penetrated kids minds to do so.The holiday isn't until Feb.
8, but Pepsi got a head start with a six-minute viral video that's had over 15 million views in a week. Marketing has long been a feature of our daily landscape. But the explosion of digital culture in recent years has dramatically changed the playing field and the rules, especially for children and teenagers, and companies marketing fast food, snack food, and soft drinks are at the forefront of the game.
Nooyi will be replaced by PepsiCo president Ramon Laguarta, who has previously held roles in marketing and led PepsiCo’s European business, as it faces the challenge of shifting consumer tastes. PURE NEW MEDIA is a digital advertising agency which builds up the brand with the dynamics of the online world and aims a continuous stance.
PURE NEW . Free Company Giveaways Can you get free cash or merchandise for forwarding an e-mail message or clicking share links? Sharon Bush is an accomplished philanthropist who has worked for nearly four decades to bring resources to impoverished women, children and families around the.