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Tag: customer behavior

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At Issue } essential reading

One Café Chain’s Facebook Experiment

Feb 19, 2010

Social media are all the rage in marketing, but should they be? Sure, Facebook is growing fast—it had more than 350 million accounts late last year, 50 million of which were added in the fall alone. But how much do businesses really influence consumers when they launch pages on the site to attract “fans” and to pepper them with messages and offers?

Design Your Customers' Decisions

John Sviokla
Aug 27, 2009

There is a vital lesson buried in the August 19, 2009 Jet Blue announcement that they were suspending sales of the $599.00 "All You Can Jet" promotion they'd debuted only seven days before. Any student of Behavioral Economics could have predicted that an "all you can eat" approach would inspire vastly different behavior than if Jet Blue had charged a lower fixed fee plus $1 per mile. Similarly, over a decade ago when AOL switched to a usage-independent flat price, connection time increased four times more than they anticipated. "All you can eat" is an entirely different price than "very, very cheap."

We're a Nation of Joiners, Spectators and Creators

Aug 25, 2009

Starting with the book "Groundswell" and continuing now for three years running, we've analyzed consumers' participation in social technologies around the world with a tool called the Social Technographics Profile. The profile puts online people into overlapping groups based on their participation (at least once a month) in a ladder of behaviors, from Inactives, a group that doesn't participate in social technologies, to Creators, who pen blogs, publish web pages, upload video and photos and write and post stories.

Shopping Cart Psychology

Aug 21, 2009

Not long ago ConAgra Foods assembled a group of 20 marketers and outside agency folks to figure out why sales of Orville Redenbacher's popcorn had gone stale. They spent nine months studying popcorn eaters, observing families in their homes and instructing them to keep weekly diaries of how they felt about various snacks. "That's when we uncovered the insight," recalls Stan E. Jacot, a ConAgra vice president. It seems that the essence of popcorn is that it is a "facilitator of interaction."

Searching Social For Search

Rob Griffin
Aug 17, 2009

I recently wrote about how, in future, search could greatly benefit on-demand digital television, but the future of search doesn't start there and isn't even that futuristic. I think search is about to undergo a major evolutionary shift that will change the underpinnings of how search works, is used, and is defined.

Seeking

Emily Yoffe
Aug 14, 2009

How the brain hard-wires us to love Google, Twitter, and texting. And why that's dangerous.

Data Visualization: Stories for the Information Age

Maria Popova
Aug 13, 2009

At the intersection of art and algorithm, data visualization schematically abstracts information to bring about a deeper understanding of the data, wrapping it in an element of awe. While the practice of visually representing information is arguably the foundation of all design, a newfound fascination with data visualization has been emerging.

Celebrate the Primacy of the Creative Marketing Heart

Judy Shapiro
Aug 6, 2009

I got a recommendation from someone to read Martin Lindstrom's book, "Buyology: Truth and Lies About Why We Buy." It describes the new neuromarketing sciences exploring how the brain's physical reaction to our thoughts, sensory stimulation or even rituals can evoke brand loyalty or apathy. According to Lindstrom, this new understanding of the biology behind our unconscious mind's ability to make "decisions" faster than our conscious mind represents a "historic meeting between science and marketing. A union of apparent opposites."

Measuring the Results of an Ad, Right Down to the City Block

Aug 6, 2009

The people who buy media have found their jobs more complicated lately, what with all the new ways of measuring response — how many people clicked, clipped a coupon or made a purchase after seeing an ad.

Functional Collective Conscious Coming Into View

Mike Arauz
Aug 5, 2009

The realization of a functional collective conscious is the ultimate outcome of ubiquitous digital communications. Our collective conscious refers to the things we all know, i.e. shared cultural knowledge, beliefs, morals, etc. A functional collective conscious refers to the new wealth of shared knowledge enabled by ubiquitous and instantaneous access to the internet. We are steadily moving towards a reality in which as soon as one person gains a piece of information, every human on Earth gains that piece of information.

Sampling Inspires Repeat Purchases

Aug 4, 2009

It's no secret that sampling programs can get people to try and occasionally purchase products. However, new research suggests that such giveaways can also help drive long-term sales and increase purchases of other items from the product line.

Social Media Changing Customer Expectations

Aug 4, 2009

Meeting radically changing customer expectations is a massive and snowballing challenge for established players in the global communications industry, confirms a new study from the CMO Council and its Customer Experience Board.

Learning from Games: A Language for Designing Emotion

Aug 4, 2009

Emotion is one of the most powerful elements of an experience, and also the most difficult to design. Yet games regularly inspire intense emotions, drawing players into the experience they offer, and making these experiences enjoyable and memorable.

Web Video Taking Cable's Place

Jul 31, 2009

Nearly a fifth of Internet users watch video online almost every day. Women are catching up to men in terms of online video usage. And a growing number of recession-conscious Americans claim they are using the Web as a cable TV substitute.

The Web Is Flat: Why Time Spent Online Is Leveling Off

Jul 28, 2009

Time spent with the internet, as it turns out, doesn't balloon indefinitely. That might sound obvious, but this is the year web surfing leveled off at 12 hours a week after growing from less than six hours a week in 2004, according to Forrester's annual survey of more than 40,000 American consumers' self-reported media habits. The report, released Monday, also indicates relative stabilization in other media channels, most notably newspaper and magazine reading.

Put Out the Welcome Mat

Mark Wilmot
Jul 28, 2009

Marketers are finally beginning to understand that, like any intimate relationship, a dialogue works better than "talking at" someone. When a marketer has a deep understanding of people's habits and needs, it's a pretty intimate thing. Who else knows about the double fudge ice cream buried in the grocery cart under the reduced calorie, low-fat frozen dinners?

How User Behavior Influences Search Results

Jul 17, 2009

If you wanted to research something—the musician Johnny Cash, for example—would you go to a search engine or a library? There are many studies on search usage. It’s safe to say that at least 50% of people now turn to search engines for information. That number increases for certain types of searches, such as shopping or health information. If you are young and grew up in the technology age, the likelihood increases. So our young person may try Google and type in “Johnny Cash” at first. But I doubt it.

Casting a Digital Shadow; Your Reputation Precedes You

Jul 17, 2009

While speaking at the intimate and immensely valuable Zappos Insights event (Zappos Live), I shared thoughts of how the culture of any company or brand is as strong as the individual personification of it. Everything starts and fortifies with you. Your actions and words online are indeed extensions to how people interpret, perceive, and react to the brand your represent. Concurrently, you also represent your personal brand – the digital identity that’s established through the collection of digital shadows you cast across the social web.

Re-framing the Problem: Social Interaction Design

Jul 17, 2009

This post is about social interaction design. I’ve been gestating around the concept of “frames” for the past couple weeks. Frames of meaning, frames of experience, and frames as a concept for a user-centric description of social interactions.

Study Sheds Light On Grocery Behavior Shifts

Jul 17, 2009

A new study offers insights on changing grocery shopping behaviors as a result of the recession, including which food and beverage categories are proving most and least susceptible to brand abandonment and which consumer segments have been most and least affected.

Behold The Digital Tribe

Laura McFarlane
Jul 17, 2009

There is no centralized location in the digital world. Increasingly, digital content spans platforms and devices seamlessly, connecting users with information and with each other. In doing so, it democratizes and levels the traditional playing field for the persistently connected audience, becoming a global platform capable of providing ubiquitous access to content and experiences. For brands, it represents a new priority, influencing the digital tribe.

Facebook.com Is Not Important

Jul 15, 2009

We need to be careful when we talk about digital media, that we don't get the tools mixed up with the behaviors. Obsessing over the significance of one site over another, or arguing the importance of participating on a site while not even considering what you're going to do when you get there or if it's even the right place, is a waste of time.

I Want My Cyborg Life

Jul 15, 2009

For the last few years, I've been spoiled. I've been surrounded by people who, when asked a question, immediately bring out a digital device and look it up. The conferences that I've attended have backchannels as a given. Tweeting, blogging, Wikipedia-ing... these are all just what we do. It's not all there - it's still broken. My cohort is still always in search of a power plug and there's a lag between the time a question is asked and the point at which the iPhone's slow browser is loaded, the query is entered, and the answer is given. Still, we're getting there. Or so I thought.

Personal Transformations in the Internet Age

Marina Gorbis
Jul 15, 2009

l find many things remarkable about psychiatrist George Vaillant's longitudinal studies of 268 Harvard men, not least of which is their time span -- 72 years! To see someone transformed from a teenager to an old man is usually the stuff of fiction, not academic research. It turns out though that real lives are not that different from fiction, what with so many unpredictable twists and turns. What struck me most was the depth of personal transformations many of Vaillant's subjects' lives take.

Tracking Makes Life Easier for Consumers

Jul 14, 2009

It would be like having the same conversation -- over and over and over again. That's how one digital ad executive describes a world where no one is allowed to collect information online, a scenario the industry is hurriedly -- and worriedly -- trying to keep from happening.

What Your Favorite Social Network Says About You

Jul 9, 2009

Do you Twitter? Then you are more interested in sex than the average Facebook, MySpace or LinkedIn user. Like LinkedIn? You're more likely to watch soap operas. Favor MySpace? You're probably not into exercise. Which social network you favor says a lot about you -- and you might be surprised just what it says. A new study by Anderson Analytics is helping identify users' likely interests, buying habits, media consumption and more for marketers. The survey studied the demographics and psychographics of both social networkers and non-users and found that "there are definite data-driven segments in the social-networking-site market, both for non-users and users," said Tom Anderson, founder and managing partner.

It Must Be Difficult to Grasp

Jul 9, 2009

I was once asked by an executive, with regards to branding, value, expectations, etc.: "So let me get this straight. People are exposed to my business -- my brand -- by experiencing something or someone. And then they think about what it is they’ve sensed and decide if what I offer -- our unique value proposition -- is something that interests them?"

The Male Version of Customer Loyalty

Jul 6, 2009

A paper recently published in the Journal of Marketing reassesses the conventional wisdom that women are more loyal customers than men. In fact, the study finds, women are more loyal than men to individual service providers, like hairdressers. But men exhibit more loyalty to groups and companies, like barbershops.

Is Your Company Thinking that Social Media is a Job?

Jul 6, 2009

I'm asking because technically, it really isn't. Let's take a step back and think about the strong word in the term social media. We've had all kind of media for ages - print, then the novelty of radio, then video that supposedly killed the radio stars (they also said that sound in movies would never take off, oh my), then the Web.

Demographics, Psychographics… Autographics?

Justine Foo
Jun 26, 2009

I’ve recently delved into Habit, by Neale Martin. Every once in a while you come across the right book at the right time - a perfect confluence of ideas. Just the right perspective for a problem you’re working on.

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