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Zapping In: Insights into consumer behaviour–analogue past, digital present, cyber future
Conference presentation

Zapping In: Insights into consumer behaviour–analogue past, digital present, cyber future

Rod McCulloch
2012 University Research Conference Program Book, pp.23-24
USC Research Conference, 2012 (Sunshine Coast, Australia, 09-Jul-2012–13-Jul-2012)
University of the Sunshine Coast
2012
url
https://www.usc.edu.au/View
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Abstract

Marketing consumer behaviour
Advertising is a multi-billion dollar business and is very much a global industry. The objective of advertising has always been to promote the brand, product or service and to elicit buy-in to this promotion. As consumers we are bombarded with advertising messages, literally thousands every day and we have access to more information than ever before to guide our purchase decision-making. Not surprisingly we tend to spend our life 'zapping out', avoiding advertising and the world of digital-ware. A research study undertaken internationally with leading consumer insight planners as an integral part of the development of a book on understanding the digital consumer suggests that the big shift is not thinking about advertising as such, but rather thinking about content that consumers can propagate through their own networks. It is argued that no more should we talk in traditional terms about 'What is the proposition, what is the message?' but rather 'How can we inspire behaviour change through this thing we are going to do-this piece of content, this activity, this activation?'-a shift from message-based communication to behaviour change activity through content. While much has been written on consumer understanding and persuasion in traditional media environments, little has been documented on the effects of the use of online and social media. As this research study identifies, today it's not simply about bombarding people with messages, it's about understanding how consumers behave and interact in the digital space. It's about constructing a two-way communication process, a conversation between the consumer and the marketer. As one senior insight planner noted, "Now it's about producing content that's bloody interesting, bloody entertaining, or bloody useful. It's about convincing people to zap in, to connect and join the conversation."

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