Chapter 15

Chapter 15 - CHAPTER CHAPTER 15 INFORMATION SEARCH 15-1...

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Unformatted text preview: CHAPTER CHAPTER 15 INFORMATION SEARCH 15-1 Consumer Behavior In The News… Consumer Paid Search Dominates…or Does it? SEO or search engine optimization deals with SEO getting the highest ranked result in an organic (unpaid) way. (unpaid) What percentage of search referrals made by What Google are “sponsored” or paid? Google 10% 25% 75% Source: “Referral to Retail Sites by Engine,” Advertising Age Search Marketing Fact Pack, November 3, 2008, p. 27. 15-2 Consumer Behavior In The News… Consumer Paid Search Dominates…or Does it? What percentage of search referrals made by What Google are “sponsored” or paid? Google 10% 25%: If you said 25% you are correct! 75% Clearly organic or unpaid search strategies are Clearly critical, and SEO plays an important part here. critical, Source: “Referral to Retail Sites by Engine,” Advertising Age Search Marketing Fact Pack, November 3, 2008, p. 27. 15-3 Nature of Information Search Nature Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. Internal Search Internal Search of long-term memory to determine if a satisfactory solution is known. External Search External If a resolution is not reached through internal search, then the search process is focused on relevant external information. 15-4 Types of Information Sought Types Consumer decisions require information about: Appropriate evaluative criteria The existence of various alternatives Performance of each alternative on each evaluative Performance criterion criterion 15-5 Types of Information Sought Types Information Search 15-6 Types of Information Sought Types 15-7 Types of Information Sought Types Awareness Versus Evoked Sets for Various Products 15-8 Sources of Information Sources Five primary sources of information available to consumers: Memory of past searches, personal experiences, and lowMemory of involvement learning Personal sources, such as friends, family, and others. Independent sources, such as magazines, consumer such groups, and government agencies groups, Marketing sources, such as sales personnel, websites, such and advertising and Experiential sources, such as inspection or product trial 15-9 Sources of Information Sources 15-10 Sources of Information Sources Information Search on the Internet Estimated Number of Internet Users Region of the World Asia Pacific Europe North America 0 100 200 300 400 500 600 15-11 Estimated Number of Users Source: World Internet Usage Statistics News and World Populaton Stats (Bogota, Columbia, Miniwatts Marketing Group, March, 2008). Sources of Information Sources Demographics of U.S. Demographics Adult Internet Users Adult 15-12 Sources of Information Sources Top 10 Activities of Adult Internet Users 15-13 Sources of Information Sources The Nature of Search Using Online Search Engines 15-14 Sources of Information Sources Information Search on the Internet Information The Internet influences search. Provides increased speed and efficiency to vast information. More efficient search and better decisions can result. However, information overload can also occur. 15-15 Sources of Information Sources Information Search on the Internet There are numerous shopping services on the Internet that can: search out the lowest prices for specific items search out online retailers of specific merchandise suggest specific brands based on your prior purchases and pre-specified criteria These services use bots or shopping bots, which are bots shopping software “robots” that do the shopping/searching for users. 15-16 Sources of Information Sources Information Search on the Internet Three major strategic issues marketers face regarding the Three Internet’s role in information search and decision making: Internet’s 1. How can they drive their information to consumers? 2. How can they drive consumers to their information? 3. How (if at all) can online selling be utilized or How integrated with existing channels (Chapter 17)? integrated 15-17 Sources of Information Sources Driving Information to Consumers Banner ads Permission-based e-mail Widgets 15-18 Sources of Information Sources Driving Consumers to a Firm’s Information Driving Offline Media such as print and TV. Behavioral targeting involves tracking consumer click Behavioral patterns on a website and using that information to decide on banner ad placement. Search engine optimization Search (SEO) - techniques to ensure (SEO) that a company's web pages are accessible to search engines and improving the chances they are found. 15-19 Sources of Information Sources Driving Consumers to a Firm’s Information Driving Website design is also critical. Ongoing and repeat traffic requires relevant and frequently updated content. Consumers need ongoing incentives to return such as: •product-related news features •user-related discussion forums •updates on new products Firms use various incentive Firms techniques to encourage repeat traffic techniques 15-20 Applications in Consumer Behavior Applications The Ford ad shows how mobile marketing efforts are used as an outlet to build awareness and excitement. 15-21 Amount of External Information Search Various measures of external information search: Various 1. 2. 3. 4. Number of stores visited Number Number of alternatives considered Number Number of personal sources used, and Number Overall or combination measures Overall 15-22 Costs vs. Benefits of External Search Costs Market Characteristics Product Characteristics Consumer Characteristics Situation Characteristics 15-23 Costs vs. Benefits of External Search Costs Factor Affecting External Search: Part I Influencing Factor I. Market characteristics A. Number of alternatives B. Price range C. Store concentration D. Information availability Increase in Factor Causes Search Increase Increase Increase Increase 1. Advertising 2. Point-of-purchase 3. Web sites 5. Packaging 6. Experienced customers 7. Independent sources II. Product characteristics A. B. C. Price Increase Differentiation Increase Positive products 4. Sales personnel 15-24 Costs vs. Benefits of External Search Costs Factor Affecting External Search: Part II Influencing Factor III. Consumer characteristics A. Learning and experience B. Shopping orientation C. Social status D. Age and household life cycle E. Product involvement F. Perceived risk IV. Situation characteristics A. Time availability B. Purchase for self C. Pleasant surroundings D. Social surroundings E. Physical/mental energy Increase in Factor Causes Search to: Decrease Mixed Increase Mixed Mixed Increase Increase Decrease Increase Mixed Increase 15-25 Marketing Strategies Base on Information Search Patterns Information Sound marketing strategies take into account the nature of Sound information search prior to purchase. information Two dimensions of search are particularly appropriate: 1. 2. The type of decision influences the level of search, and The nature of the evoked set influences the direction of the search 15-26 Marketing Strategies Based on Information Search Patterns Information 15-27 Marketing Strategies Based on Information Search Patterns Information Six marketing strategies based on search patterns: Six 1. 1. 2. 3. 4. 5. 6. Maintenance Strategy Maintenance Disrupt Strategy Disrupt Capture Strategy Capture Intercept Strategy Intercept Preference Strategy Preference Acceptance Strategy Acceptance 15-28 ...
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This note was uploaded on 02/08/2011 for the course MKT 374 taught by Professor Watson during the Spring '10 term at Rutgers.

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