Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)
•Download as PPTX, PDF•
17 likes•3,300 views
DIGITAL CONSUMER BEHAVIOR Basic Knowledge and Case Studies of new emerging behaviors in digital space Bangkok University (Thailand) : MK 314 Section 3711 FIRST VERSION : NOV 2013 EDITED VERSION : JUL 2014
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)
Similar to Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market) (20)
Recently uploaded
Recently uploaded (20)
Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)
- 1. DIGITAL CONSUMER BEHAVIOR AGENDA : ONLINE CONSUMER BEHAVIOR Bangkok University : MK 314 Section 3711 GUEST SPEAKER - KITTIPAT MAHAPUNT CLASS : FIRST VERSION : NOV 2013 EDITED VERSION : MAR 2014 Basic Knowledge and Case Studies of new emerging behaviors in digital space For education purpose only
- 3. BRAND’S WORLD CONSUMER’S WORLD The rise of consumer power changes the way we communicate to the world
- 4. WHO IS LOOK UP FOR TRANSIT MEDIA?
- 6. SHOWROOMING BEHAVIOR Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item
- 7. PERCEPTION GAP FEEL CONTROL LESS POWER CONTROLLED SINGLE MESSAGE UNPREDICTABLE MESSAGE CLOUD SELECTIVE DISTORTION
- 8. PERCEPTION GAP BRAND CONSUMER Product Price Place Promotion Service Excellence Experiences Customer Service CRM
- 10. BRAND CONSUMER THE BLIND SPOT
- 11. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 12. BRAND CONSUMER THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT BRAND BADGE CREATE CREATE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS HOW TO DEAL HOW TO DEAL
- 13. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 14. MARKETING TERM FOMO - NOMOPHOBIA - PHUBBING MULTI-SCREEN BEHAVIOR REAL-TIME MARKETING BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 15. กลัวตกข่าว ไลค์ไม่คิด เมนต์ไม่ยั้ง มีหลายใจ ใช้หลายจอ “ “[ FEAR OF MISSING OUT ] FOMO MARKETING ERA BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 16. MyLife.com เผย 56%ของผู้คนมีความ กลัวที่จะตกข่าว จากเหตุการณ์ข่าวสารและการ อัพเดทสถานะที่สาคัญหากพวกเขาไม่คอยเช็ก Social Networks 26%กล่าวว่าพวก เขาพร้อมที่จะเลิกนิสัยที่ติดอยู่บาง อย่างเช่น การสูบ บุหรี่หรือติดโทรทัศน์ เพื่อแลกกับการใช้ Social Networks BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 17. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT สิ่งแรกที่เด็กส่วนใหญ่ ร้อยละ 51.1 ทาหลังตื่นนอน คือ การ เช็กโทรศัพท์มือถือ เช่นเดียวกับสิ่ง สุดท้ายที่เด็กร้อยละ 35 ทา ก่อนนอน 51% สานักงานส่งเสริมสังคมแห่งการเรียนรู้และคุณภาพเยาวชน (สสค.)
- 18. “NOMOPHOBIA” This term for “no mobile phobia” refers to the fear people feel when separated from their mobile device. High-tech devices in general are becoming as integral to people as food and clothing (a macro trend we’ve termed Eat, Pray, Tech). With the mobile in particular, our attachments are deepening as the smartphone evolves into an indispensible Everything Hub and as it becomes more closely linked to our identity (see Mobile ID). Increasingly, going without this appendage will provoke real anxiety. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 19. รู้สึกทนไม่ได้ถ้าอยู่คนเดียวโดยไม่ มีโทรศัพท์ เด็กไทยใช้เวลาอยู่กับโซเชียล มีเดียนานถึง 8 ชั่วโมง 42.5% สานักงานส่งเสริมสังคมแห่งการเรียนรู้และคุณภาพเยาวชน(สสค.) BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 21. MULTI-SCREEN BEHAVIOR BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 22. 97% of women who were watching the Oscars did so while using social media! BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 24. David Meerman Scott REAL-TIME MARKETING BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 27. Semi Final 9 July 2014 7 1- 66m Generated 200 million posts, shares, comments and likes People involved
- 29. RIGHT-TIME MARKETINGREAL-TIME MARKETING IT’S NOT CONCEPT OF TALKING DURING EVENT AND FESTIVE Think Carefully before post FIRST ROW IN SPOTLIGHT RELEVANCY, NOT SPAMMING
- 30. UTILIZE 1st WAVE OPPORTUNITY CREATE 2nd WAVE
- 31. UTILIZE 1st WAVE OPPORTUNITY CREATE 2nd WAVE BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT
- 32. Remember, we are playing around their relax zone WHAT BRAND WANTS WHAT USERS WANT DIGITAL SWEET SPOT
- 33. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 34. BRAND CONSUMER
- 36. BRAND CONSUMER From Loser to God • ป๊ อดเรื่องจีบหญิง • เกรียนคีย์บอร์ด • User Generated Content • Brand as a Hero • The marriage of Facebook and Youtube • Blurred Line between Online and Offline BRAND SOCIAL CIRCLE CONSUMER CO-CREATION
- 37. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 42. BELGIUM Case Study KBC: The gap in the market BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING
- 43. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 45. Consumer Voice Competitor Assault Catastrophe on failed service
- 46. PASSIVE / ACTIVE
- 50. CASE STUDIES Seen P&G's Thank You Mom? Find out the hidden truth. (Greenpeace)
- 51. PASSIVE / ACTIVE
- 53. BRAND SOCIAL CIRCLE CONSUMER SPREADING we’re not just sharing the object, we’re also sharing in the emotional response it creates. THE ENERGY EXCHANGE The Engagement Project: Connecting with Your Consumer in the Participation Age
- 54. BRAND CONSUMER BRANDED CONTENT The storytelling is moving from Brand Center to Consumer Center BRAND SOCIAL CIRCLE CONSUMER SPREADING
- 57. “การจะมีความสุขกับสื่อบันเทิงก็คือ ในขณะหนึ่งเราต้อง ลืมความเป็นจริงไปเสียก่อน” Marco Tempest BRAND SOCIAL CIRCLE CONSUMER SPREADING
- 58. SRICHAND POWDER : FACEBOOK LOVE OPERA BRAND SOCIAL CIRCLE CONSUMER SPREADING
- 59. SHARABLE CONTENT You cannot see from anywhere else – Fresh, Incredible, Authentic Content Format they love to see – เจ๋ง, ขา, อา, ซึ้ง, เซ็กซ์, ดราม่า, ความทรงจา Virgin Airlines GMM Z TRUEMOVE ALOEDENTTNT Belgium Media to help BUZZ BRAND SOCIAL CIRCLE CONSUMER SPREADING
- 60. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 61. Theory of Reasoned Action :Ajzen and Fishbein (1975 & 1980) Only 14% trust advertisements 90% of consumers trust peer recommendations BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
- 62. 80% of global consumers research electronics / computer / music / movies products online before buying in stores 60% of global consumers research clothes, shoes, toys, health&beauty products online before buying in stores BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
- 63. • 65% of people say they used their mobile device to find a business • 65% of consumers read between 2-10 reviews • 68% of women consult online reviews, along with 66% of men • 58% of consumers trust a business that has positive online reviews • 72% of consumers trust online reviews as much as personal recommendations • 70% of people have used the internet to find a local business in the last 12 months • 27% of consumers regularly use online reviews to determine which local business to use • 16% of consumers said they used the internet every week to find local businesses • 15% of consumers said they had not used the internet to find a local business BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
- 66. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE IMPLICATION UNDERSTAND BEHAVIORAL ECOSYSTEM FINDING RIGHT INFLUENTIAL PEOPLE
- 67. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE McKinsey consumer decision journey
- 68. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE ASK / SEARCH / SURF
- 69. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE DIGITAL BEHAVIOR IS NOT LINEAR
- 73. PEOPLE LOVES CONTENT OF INFLUENCERS, NOT INFLUENCERS THEMSELVES BRAND SOCIAL CIRCLE CONSUMER INFLUENCE
- 74. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age
- 76. INTERNET BROUGHT NO BOUNDARY OF CULTURAL TRANMISSION BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT CULTURAL TRANSMISSION, ALSO KNOWN AS CULTURAL LEARNING, IS THE PROCESS AND METHOD OF PASSING ON SOCIALLY LEARNED INFORMATION. WITHIN A SPECIES, CULTURAL TRANSMISSION IS GREATLY INFLUENCED BY HOW ADULTS SOCIALIZE WITH EACH OTHER AND WITH THEIR YOUNG.
- 78. http://faceblog.in.th/2014/02/chadchart-meme-explained/ BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT
- 80. PRODUCT FORMAT BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT PRODUCT USAGE ADVANTAGE OF CONSUMPTION MOMENT
- 81. BRAND CONSUMER SOCIAL CIRCLE BRAND BADGE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS
- 82. BRAND CONSUMER THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT BRAND BADGE CREATE CREATE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS HOW TO DEAL HOW TO DEAL
- 83. THANK YOU
Editor's Notes
- ยุคที่นักการตลาดปวดหัวที่สุด
- ติดมือถือ , ใช้หลายจอ, ต้องตอนนี้
- http://www.rsunews.net/index.php/news/detail/7941
- http://mashable.com/2013/10/15/apps-morning-commute/ http://www.mediabistro.com/alltwitter/smartphones_b39001
- http://www.business2community.com/marketing/can-real-time-marketing-help-reach-audience-0806700#!zvKGC https://twitter.com/TheEllenShow/status/440322224407314432/
- The shock result attracted 35.6 million tweets, comfortably beating the previous record of 24.9 million during the Super Bowl earlier this year.
- http://faceblog.in.th/2014/02/chadchart-meme-explained/