Five things you need to know about how people make decisions

To engage today’s consumers, we must embrace unfamiliar ways of understanding and communicating with them. Jon Wright, regional director of analytics and insight at MEC Asia-Pacific, tells us five things about reaching consumers.

Jon Wright, MEC

The digital era has brought about two major changes. First, consumer behaviour is more irrational than we used to think. Second, changes in the immediacy of media, use of the internet and the availability of data mean we can get closer to consumer decisions than ever before…

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To engage today’s consumers, we must embrace unfamiliar ways of understanding and communicating with them. Jon Wright, regional director of analytics and insight at MEC Asia-Pacific, tells us five things about reaching consumers.

Jon Wright, MEC

The digital era has brought about two major changes. First, consumer behaviour is more irrational than we used to think. Second, changes in the immediacy of media, use of the internet and the availability of data mean we can get closer to consumer decisions than ever before… Leer más “Five things you need to know about how people make decisions”

3 ways to get started with branded location based content

People are broadcasting their whereabouts thru a variety of location-based platforms. With the emergence of any new consumer behavior brands quickly follow and seek news ways to engage. We are seeing brands and media companies tagging locations within Foursquare and serving up nuggets of information for their followers.

If you are thinking about integrating location-based interactions into a customer engagement strategy here are three options for getting started.


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People are broadcasting their whereabouts thru a variety of location-based platforms. With the emergence of any new consumer behavior brands quickly follow and seek news ways to engage. We are seeing brands and media companies tagging locations within Foursquare and serving up nuggets of information for their followers.

If you are thinking about integrating location-based interactions into a customer engagement strategy here are three options for getting started. Leer más “3 ways to get started with branded location based content”

Understanding the New Breed of Reflexive Consumer

García Ruiz, P.; Rodríguez Lluesma, Carlos
Publisher: Routledge
Original document: Reflexive consumers: A relational approach to consumption as a social practice
Year: 2010

When the strength of your company’s brand is the key factor in its market position, understanding the way consumers think and behave is absolutely crucial. But such a task is easier said than done. For well over a century, economists and other social scientists have endeavored to explain, with varying degrees of success, what it is that actually makes consumers tick.

Classical economists were among the first to do so, arguing that our only real motivation as consumers is to maximize utility. Their model, however, fails to account for the meaning that we bestow on our relationship with the goods we buy. It may help explain why we buy a car, but sheds no light whatsoever on why we prefer a BMW over an Audi, or a Renault over a Peugeot.


García Ruiz, P.; Rodríguez Lluesma, Carlos
Publisher: Routledge
Original document: Reflexive consumers: A relational approach to consumption as a social practice
Year: 2010
When the strength of your company’s brand is the key factor in its market position, understanding the way consumers think and behave is absolutely crucial. But such a task is easier said than done. For well over a century, economists and other social scientists have endeavored to explain, with varying degrees of success, what it is that actually makes consumers tick.

Classical economists were among the first to do so, arguing that our only real motivation as consumers is to maximize utility. Their model, however, fails to account for the meaning that we bestow on our relationship with the goods we buy. It may help explain why we buy a car, but sheds no light whatsoever on why we prefer a BMW over an Audi, or a Renault over a Peugeot. Leer más “Understanding the New Breed of Reflexive Consumer”

Revisiting the media consumption diary

Almost three years ago, I started thinking about a media consumption diary while researching and analyzing advertising trends. When I finally got around to tracking my behavior, I found it difficult to keep track of time even while recording items up to several times a day.

Flash forward to last week, when I was speaking at a conference about social business and the need to compartmentalize data. Today, a site like Daytum provides a tool for tracking consumption with wonderful visuals to help make sense of the information.


The Economist
Image via Wikipedia

Almost three years ago, I started thinking about a media consumption diary while researching and analyzing advertising trends. When I finally got around to tracking my behavior, I found it difficult to keep track of time even while recording items up to several times a day.

Flash forward to last week, when I was speaking at a conference about social business and the need to compartmentalize data. Today, a site like Daytum provides a tool for tracking consumption with wonderful visuals to help make sense of the information. Leer más “Revisiting the media consumption diary”

The Levy flight


Clay Shirky taught me this very cool mathematical concept that shows up in nature, and now in marketing and social media.

Levy-flight-100000 An animal that forages will hang out in a small area, looking for nuts or berries, then will realize it has used up all the likely sources in this spot. It will then head off in a random direction, walk many paces, and start foraging again. When you plot the Levy flight, it looks like this:

Someone discovers your site. They poke and prod and join and return and return again. Then they feel as though there’s no more benefit and they move on, surfing until they find another place to forage.

Someone finds your restaurant. They love it. They return with friends. They hang out and become regulars for a while. Then they get bored and start browsing again.

Adding the Levy flight to your understanding is a much more nuanced representation of consumer behavior than solely thinking about the ideas of brand loyalty or random web surfing.

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