Online consumer behavior modeling

How to attract and win over the consumer in the highly competitive Internet marketplace? What would the best marketer of the world do? What would Sun Tzu do?  What would Alexander the Great do?  Well, the answer is not so simple, since online consumer behavior has become an emerging research area as well as a key factor for many companies. Digital ecosystems are evolving so rapidly and it seems that even the greatest strategists might face difficulties in consumer behavior modeling and optimizing consumer interactivity with the brand. But how do we, marketers, approach the construct "online consumer behavior"...

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5+1 Successful Commercials of 2013!

The most successful commercials that really went viral so far in 2013! 5. GEICO - Hump Day 4. H&M - David Beckham Short Film 3. GoPro - Fireman Saves Kitten 2. MGM - Telekinetic Coffee Shop Surprise 1. Evian - Baby and Me   Lucky Star: Sony Playstation Instructional Video ...

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A Facebook for my Brand : Fan Pages and KPI's

Facebook fan pages can be regarded  as a virtual brand community. They are specialized, non geographically bound communities and they are based on a structured set of social relations among admirers of a brand. Therefore the theoretic explanations for a brand community are also suitable for explaining the fan page phenomenon. Social identity and  symbolic interactionism theories show that interaction with members of a reference group can lead to a strong feeling of belonging to this group (in this case the brand community) which in turn can lead to stronger buying behavior and positive brand attitude. But how can we be sure...

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Facebook Likes and Human Behavior

Earlier in 2013, the Psychometrics Centre of the University of Cambridge conducted an impressive research about how private attributes are predictable from digital records of human behavior, like Facebook likes. Digitally mediated behaviors like Facebook likes can easily be recorded and analyzed, fueling the emergence of computational social science and new services such as personalized search engines and targeted online marketing. However, the widespread availability of extensive records of individual behavior, together with the desire to learn more about customers and citizens, presents serious challenges related to privacy...

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Neuromarketing research for the win - pt1

Marketing research methods continuously develop and over the last decade technology offered solutions to improve this area. Traditional marketing research methods fail at some point in certain cases, and since emotions are mediators of how consumers process marketing messages, understanding of cognitive responses to advertisements have always been a challenge in methodology. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his unconscious processes and has application in marketing, explaining consumer's preferences, motivations and expectations, predicting his behavior and evaluating successes...

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