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Listening to consumers offline and online
Facebook, Twitter, Orkut along with other online social media have attracted both consumers and marketers. Conventional consumer decision-making needs to address contemporary developments within the environment while retaining its inherent strengths.
Parle, for instance, came to realize that Hippo, among its snack offerings,[link widoczny dla zalogowanych], was not available in certain stores through social media. Adidas had created awareness and, perhaps, enhanced consumers' intention to purchase the company through its Facebook page. Based on a Google study, 64 per cent of shoppers were inclined to purchase a brandname whether it responded to their queries on Twitter.
There might be several other aspects of online interfaces which may be helpful for marketers, but in a fundamental level, there's a need for brands to possess a framework that can integrate their offline and online ways of address consumer decision-making.
The framework should give a brand the scope to take into account its own context (its origin,[link widoczny dla zalogowanych], associations,[link widoczny dla zalogowanych], premium image, competitive offerings and so on). This is often called the brand context. For example, Lipton Iced tea, positioned to youngsters as a health drink, has a different context from conventional tea for example Red Label that has been in the market for several decades. The LG and Samsung brands in a number of durables categories possess a different context as compared to Onida which had a strong, premium edge in its initial days (during the Eighties when colour televisions were becoming very popular).
The framework for brand contexts
Broadly, the proposed framework for brands outlines four possibilities associated with the brand context,[link widoczny dla zalogowanych], to mix the online and offline strategies.
Brands that have a history of marketing activities and have been a successful part of the environment (both FMCG and durables categories) regarding their performance
Brands that still have a very good image but have declined in terms of their performance
Brands that are a new comer to the environment
Brands associated with the service sector (Based on the latest IAMAI market study, 80 percent of e-commerce in India is assigned to booking travel tickets.)
A mix of several aspects in regards to the brand context and also the offline/online strategies will encourage the marketer to customise the strategy for that respective offering,[link widoczny dla zalogowanych].
Diversity of brand contexts
There can be several perspectives on how the synergy discussed earlier could be captured in the marketing context. It created awareness by positioning itself on the of online booking Such travel portals have to recognise that basic travel happens more on a commodity plane and holiday travel is a high-involvement category that needs both online fulfilment and offline coordination with a number of agencies/suppliers to ensure positive consumer experience and trust. Once this occurs,[link widoczny dla zalogowanych], consumer experience will spread by person to person in social networking.
The decision-making flow in this case is identifying a necessity (with the appropriate segment of consumers), creating awareness both through offline and online media, possess the consumers compare the options through online media (comparison within the consideration set), make them experience the positives of the holiday package (requires several offline coordination points having a number of agencies) after which have these consumers share these experiences on Facebook along with other consumers.
Online buying has evolved with the times; earlier, security and payment issues were more a barrier for consumers interested in online transactions. Online interaction for customising the requirements,[link widoczny dla zalogowanych], delivering on the stated needs and creating awareness about the positive experience (both through the brand and the consumers) are steps towards brand-building. This really is not the same as the brand-building associated with a make of chocolate for example KitKat that could also employ contemporary media to construct brands. (It used a mobile phone-based contest in the UK).
Online aspects coupled with conventional brand-building strategies will also be relevant to low-involvement offerings. A biscuit such as McVitie's, an offering with health-based ingredients, despite its international heritage, can displace a loyal consumer if it is not available in outlets where the loyal consumer shops. In this instance,[link widoczny dla zalogowanych], the requirement for a proper snack was already addressed through the purchase of the brand through the consumer. But because of the low-involvement level within the category and awareness on physical fitness on online portals (from where the customer learns concerning the things that get into any adverse health snack which isn't fried), the consumer may try out an aggressive offering for example Nutrichoice from Britannia. The trigger in this context is the online availability concerning the material on fitness (and interestingly not any make of biscuit) and the brand image of a well known brand name (Britannia in this case) that's been built up over decades of conventional advertising.
A brand must also be responsive to the behaviour of shoppers at the point of purchase or consumption,[link widoczny dla zalogowanych]. An ardent reader who is in the habit of buying books frequently could possibly get into this ritual of and buying which may be difficult to change,[link widoczny dla zalogowanych].
This combination from the conventional store and the online store using the advances produced in mobile technology poses new challenges related to consumer decision-making. Brands for example Titan eyewear or Tanishq may soon get the customer to see several types of self images online, as the consumers browse through the gathering in the retail outlet (during purchase) or spark off a trail of fantasy much before they step into the store.
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