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Group Assignment 3 - Inspirational Group
Transcript of Group Assignment 3 - Inspirational Group
Motivation Customer Initiated Communication Model NRMAit! Mums the word! Duncan's model provides organisations with an opportunity to understand and engage their consumers.
The rise of the internet and social networks force organisations to consider customer initiated communication as a part of the marketing mix. The rise of social networking
and increased internet usage
by consumers is here and now! In 5 years an increase of 11% in internet usage in Australia but more importantly there has been a doubling of heavy internet usage
8 out of 10 people have some form of internet use within an average week.
Of those users, 85% are accessing social networking sites like facebook
Facebook is estimated to account for 81% of time of social networking in Australia.
Globally, Facebook claims over 750 million users with approximately 50% logging in each day.
Consumers encouraged to engage with NRMA for all their motoring and service advice.
Paul Ibsen comments that it communicates the benefits of membership and creates engaging content. Ragu Case Study
Fan base of 550,051 users.
Driving consumer advocacy of the site.
Unilever able to monitor, measure and evaluate content. .
. A five step model that explains processes that people take when faced with purchasing decisions, combining stages in the process with corresponding psycological concepts. Information Search
Perception Alternative Evaluation
Attitude Formation Purchase Decision
Integration Post-purchase Evaulation
Understanding consumer attitudes allows stronger IMC to influence consumers.
Customer satisfaction and loyalty are key goals for marketers to achieve.
Lexus position themselves as excelling in service and support to reinforce customer satisfaction. Purchase decision can be as simple as point of sale or packaging.
Commonwealth Bank successfully used promotional offers to drive 3,000 plus new accounts in 56 hours.
The IMC run prior to the promotional offer assisted in the consumer decision making process.
Dove highlights the difference between reality and the fictional and emphasis reality as the desired state.
Self esteem and recognition of false representation of beauty was a motivation to associate with the brand.
Consumers can search their own memories or look to other sources.
Marketers should attempt to design IMC with positive perceptions and associations with their product.
The digital age is encouraging marketers to explore and implement new marketing tools for effective IMC.