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Listening to consumers online and offline,[link widoczny dla zalogowanych]
Facebook, Twitter, Orkut and other online social networking 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 example, found realize that Hippo, one of its snack offerings, wasn't available in certain stores through social media. Adidas had created awareness and, perhaps, enhanced consumers' intention to buy the company through its Facebook page. Based on a Google study, 64 per cent of shoppers were inclined to buy a brandname if it responded to their queries on Twitter.
There might be several other facets of online interfaces which may be useful for marketers, but at a fundamental level,[link widoczny dla zalogowanych], there is a need for brands to have a framework that can integrate their offline and online strategies to address consumer decision-making.
The framework should provide a brand the scope to take into account its context (its origin, associations, premium image,[link widoczny dla zalogowanych], competitive offerings and so forth). This can be known as the brand context. For example, Lipton Iced tea, positioned to youngsters like a health drink,[link widoczny dla zalogowanych], includes a different context from conventional tea such as Red Label that's been in the market for several decades. The LG and Samsung brands in a number of durables categories have a different context when compared with Onida which had a powerful,[link widoczny dla zalogowanych], premium edge in its initial days (throughout the Eighties when colour televisions were becoming very popular).
The framework for brand contexts
Broadly,[link widoczny dla zalogowanych], the proposed framework for brands outlines four possibilities associated with the brand context, to combine the online and offline strategies.
Brands which have a history of marketing activities and have been a successful area of the environment (both FMCG and durables categories) regarding their performance
Brands that also have a very good image but have declined when it comes to their performance
Brands that are a new comer to environmental surroundings
Brands linked to the service sector (Based on the latest IAMAI market study,[link widoczny dla zalogowanych], 80 percent of e-commerce in India is assigned to booking travel tickets.)
A mix of several aspects concerning the brand context and also the offline/online strategies will encourage the marketer to customise the strategy for the respective offering.
Diversity of brand name contexts
There might be several perspectives how the synergy discussed earlier could be captured in the marketing context. It created awareness by positioning itself about the of online booking Such travel portals need to recognise that basic travel happens more about a commodity plane and holiday travel is a high-involvement category that needs both online fulfilment and offline coordination having a quantity of agencies/suppliers to make sure positive consumer experience and trust. Once this occurs,[link widoczny dla zalogowanych], consumer experience will spread by word of mouth in social networking.
The decision-making flow in this instance is identifying a necessity (using the appropriate segment of consumers), creating awareness both through offline and online media, possess the consumers compare the choices through online media (comparison within the consideration set), make sure they are go through the positives of the holiday package (requires several offline coordination points with a variety of agencies) after which have these consumers share these experiences on Facebook or Twitter 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, delivering on the stated needs and creating awareness about the positive experience (both by 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 such as KitKat that may also employ contemporary media to build brands. (It used a mobile phone-based contest in the UK).
Online aspects combined with conventional brand-building strategies will also be highly relevant to low-involvement offerings. A biscuit such as McVitie's, an offering with health-based ingredients, even with its international heritage, can displace a loyal consumer if it is not obtainable in outlets in which the loyal consumer shops. In this case, the requirement for a healthy snack was already addressed through the acquisition of the brand by the consumer. But given the low-involvement level in the category and awareness on physical fitness on online portals (from where the consumer learns concerning the things that get into a health snack which is not fried), the customer may check out a competitive offering such as Nutrichoice from Britannia. The trigger within this context may be the online availability concerning the material on fitness (and interestingly not any make of biscuit) and the brand image of a popular brand name (Britannia in this case) that's been developed over decades of conventional advertising.
A brand also needs to be sensitive to the behaviour of consumers in the point of purchase or consumption. An ardent reader who's in the habit of buying books frequently can get into this ritual of and purchasing which would be a challenge to alter,[link widoczny dla zalogowanych].
This combination from the conventional retail store and also the online shop using the advances made in mobile technology poses new challenges related to consumer decision-making. Brands for example Titan eyewear or Tanishq may soon start getting the consumer to view several types of self images online,[link widoczny dla zalogowanych], while the consumers search through the collection in the retail store (during purchase) or spark off a trail of fantasy much before they step into the shop.
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