The Impact of Media on Consumer Perception and Behaviour

Welcome to Topic 6: The Impact of Media on Consumer Perception and Behaviour.

The marketer's role has changed since we started to navigate the constantly developing digital world. Crafting a tangible and unified brand image and pushing that message out to the customer through media channels no longer achieves the results it used to a decade ago. Today’s marketers must be content developers, content curators, content distributors and, most importantly, storytellers. They must understand their traditional and digital consumers' multichannel preferences and behaviours and seek, listen to, and facilitate online conversations to amplify messages that maximise impact.

Modern marketers must understand that each digital communication, media and distribution channel is different and requires a unique strategy. Each channel needs to be leveraged holistically to promote a unified brand image and build brand equity. Digital marketers should analyse website hits and social media conversations using data to continuously optimise initiatives and campaigns to increase brand awareness and knowledge and drive sales directly or indirectly via distribution partners.

In this topic, you will learn about:

• Making promotion and marketing communication decisions
• Technology impact on traditional broadcast media
• Consumer behaviour and engagement with digital media
• Five (5) Ds of digital marketing
• Digital marketing
• Consumer engagement with social media.

These relate to the Subject Learning Outcomes:

1. Explain the basic psychological and sociological principles, theories and models influencing consumer behaviour.
2. Discuss the current trends in consumer behaviour and apply them to the marketing mix.
3. Identify the impact of social and cultural factors on consumer behaviour.

Welcome to your pre-seminar learning tasks for this week. Please ensure you complete these prior to attending your scheduled seminar with your lecturer.

Click on each of the following headings to read more about what is required for each of your pre-seminar learning tasks.

Making promotion and marketing communication decisions

Marketing is about delivering value to customers to satisfy their needs, competitively and profitably. Before developing promotional communication to consumers, a marketer needs to clearly understand what they are selling and who they are selling it to.

Marketing concepts and tools

The traditional marketing concept believes that the key to achieving company goals is to be better than competitors at creating, delivering and communicating value to consumers. It stresses the importance of target markets and customer satisfaction based on the quality of products and services delivered.

The holistic marketing concept embraces relationship marketing, integrated marketing, internal marketing and social responsibility marketing. The Internet and its ability to disseminate information globally has driven the concept of holistic marketing. The Internet has given marketers the ability to target communications more accurately and personalise messaging while allowing far greater consumer control of purchasing and customisation.

Successful businesses today are customer-focused and committed to professional marketing and branding. These goals can be achieved by the effective application of the primary marketing tools. The four (4) primary marketing tools, often denoted as the 4Ps of marketing, define aspects of the marketing mix and consist of:

1. Product
2. Price
3. Promotion
4. Place (distribution).

The 4Ps of marketing can be expressed equally well from the consumer’s viewpoint as the 4Cs:

1. Customer solution
2. Customer cost
3. Convenience
4. Communication (Kotler 2013).

Brand research

Marketers often say that a problem well defined is a problem half solved. Defining the problem can be complicated but is an essential first step. The research design outlines what data to collect (including the how, who, what and when) and whether to access secondary research or conduct primary research. Companies often analyse secondary data first to find general answers to their research problem before collecting more specific primary data.

The extent to which branding has worked in favour of a brand can be examined in terms of behavioural measures and attitudinal measures.

Behavioural measures

Three (3) key behavioural measures include:

1. Penetration
2. Market share
3. Repeat purchase.

Penetration is the proportion of the total population that visit or stay in a hotel at least once during a particular period. It reflects the level of popularity of the brand. High penetration indicates that more people have tried the brand at least once.

Market share reflects the proportion of sales that a brand gains relative to the entire product category. It indicates how successful the brand is compared to competitors with a similar offering.

Repeat purchase occurs when the same brand is purchased by the same customer on more than one (1) occasion and reflects the level of loyalty towards a brand.

Attitudinal measures

Five (5) key attitudinal measures include: 

1. Brand awareness – the proportion of customers who can recall the brand (unprompted and when prompted with cues).
2. Brand attitude – the measure of likeable and positive attitude towards the brand.
3. Brand consideration – the measure of the proportion of people who consider purchasing the brand.
4. Brand rejection – the measure of negative attitudes towards the brand, including a total boycott of the brand.
5. Salience – the proportion of customers who link the brand with most cues associated with the product category.

Research also helps marketers to determine the marketing and campaign objectives based on the findings from key target audiences (Keller & Swaminathan 2020).

Collecting online data

The Internet enables marketers to learn from market reality by researching what consumers do online in real-time when they engage with their brand. Google and Facebook analytics, listening tools and keyword searches are examples of tools that provide insightful data about customer preferences and actual behaviours. This market reality data complement the brand’s existing market research including sales data, online surveys and secondary market research. The combination of market research and market reality data supports sound marketing decision-making processes (Dodson 2016). This interplay is summarised in the following figure.

In addition to brand research, marketers may also aim to understand physiological and neurological responses to marketing communications to help choose promotional and communication tools and media channels. These decisions typically centre around content (such as text, images and videos), advertisement, public relations, personal selling, sales promotions and highlighting positive customer reviews and testimonials. The objectives of the research could focus on increasing brand knowledge, highlighting product benefits or aim to directly influence purchase decisions to drive conversion (Schiffman & Wisenblit 2019).

The impact of technology

The world we live in is driven by constant change. Advancements in technology and social, economic and environmental changes have significantly impacted consumer behaviour and customer expectations over the last decade. The world has become more transparent, with information readily available at consumers’ fingertips. Mobile technologies allow consumers to buy and consume products anytime and from anywhere.

The use of technology has added complexity and changed the way organisations do business and how customers interact with businesses. Consumers are increasingly influenced by information from other consumers via review sites, blogs, community forums and social networks and pay less attention to traditional advertisement channels (print, radio and television). Consumers expect companies to deliver value at each customer touchpoint and seek customisation and personalisation with each interaction. Consumers are also more concerned about the environment and favour organisations with sustainability frameworks and policies to help consumers minimise their own impact on the environment (Keller & Swaminathan 2020).

Traditional media (print, radio and television) are still relevant for marketers when aiming to reach a broad target audience. These media are based on one-way communications where the same promotional message is sent to the selected target audiences and the receivers cannot influence the content. Television advertisements and radio broadcasts are expensive (due to production and distribution) and results are not immediately measurable. Therefore, marketers often choose to complement and enhance their traditional advertisement with social media and mobile marketing, such as those outlined in the following table. Many traditional media also have significant digital footprints (websites, social media, online communities) that advertisers can capitalise on (Schiffman & Wisenblit 2019).

	Social media	Mobile advertising
Television	Run commercials on YouTube. Announce social media contests on television.	Produce interesting content in ads that people want to share. Run ads on the social media sites of programs or television stars’ Twitter feeds.
Radio	Remind listeners about social media promotions. Prompt a visit to a social media site with a radio ad.	Run radio spots on music streaming sites. Encourage app downloads with radio spots.
Print	Publish content on social media sites. Encourage sharing of brand news with links to articles.	Use QR codes in magazine ads. Use print to encourage opt-in for SMS campaigns.
Outdoor	Use signage to encourage “check ins” on social media. Create a social brand destination for customers to meet in real life.	Offer games via billboards that drive store visits. Use beacons to reach customers on their phones.

Print, television, radio and email are considered ‘push’ media channels because the communication is one-way from the brand to the customer. In contrast, many digital channels, including social media, content marketing and search, are referred to as ‘pull’ media, where the consumer ‘pulls’ relevant information for their need. This marketing approach is also referred to as inbound marketing.

The following figure demonstrates that marketers cannot simply push messages through these channels but that the information needs to be pulled from the other end by consumers. In other words, consumers need to be able to discover and seek brand information on their own and the brand needs other consumers, partners and peers to push the message on their behalf.

To be successful in today’s competitive marketplace, brands need to apply both push and pull marketing strategies (Greenberg 2013).

Consumer behaviour and engagement with digital media

Marketers seek to influence how consumers behave regarding the brand by building consumer trust and empowerment.

The importance of trust

The new currency of business growth and brand success is trust. Research has identified a strong correlation between a high level of trust and brand value amongst the most valuable brands in the world. The new currency of business growth and brand success is trust. A brand image is something that modern marketers seek, not what they create. Trust evolves as brands build authentic and genuine relationships with their customers based on true brand values.

Transparency has become a powerful tool for brand communication in achieving trust. Good examples of brands that have embraced authenticity and transparency are Dove, Nike and Airbnb. Authenticity means being real, sharing passion and values, as well as being charitable, responsive, sustainable and personable (Kingsnorth 2019).

Consumer empowerment

Consumers can readily access an incredible amount of information from any device about brands, products and services, including content published by the company and content posted by real users.

The story of the Internet is not a story of brands such as Facebook, Google, Apple, Netflix, eBay, PayPal, Microsoft, TripAdvisor or Amazon. It is the story of the empowered, informed, connected and confident consumer. Notwithstanding, all the previously listed brands have been key enablers for consumer empowerment and how we now consume media and make purchase decisions. Consumers can shop at any time, in any location, on any device and their online behaviour is constantly changing as new platforms and software applications (apps) emerge. As a result, online retailing has grown significantly over the past decade in many product categories.

Customers expect minimal effort, quick results, the best price and a good customer experience in a secure online environment. They not only compare what other people say about a brand, but also prices and may choose to purchase a product or service through a platform that offers the best deal. Consumer reviews help simplify the decision-making process.

Nearly half of online purchasers use a mass online marketplace rather than a niche site, which is an important factor in considering a brand's distribution strategy. Especially weaker or niche brands may significantly benefit from working with a mass marketplace, such as eBay or Amazon, to expose the brand to potential buyers. Well-established and well-known brands may put strategies into place to sell more directly.

As a marketer, it is vital to keep abreast of trends and changes in consumer behaviour and use internal and external real-time data to make informed decisions. Decisions should be based on a deep understanding of the audiences’ needs, wants and motivations, reflecting the differences within key consumer segments (Kingsnorth 2019).

Five Ds of digital marketing

Chaffey & Ellis-Chadwick (2019) refers to the five (5) Ds of digital marketing to manage digital marketing interactions that support the marketing goals. The five (5) Ds stand for:

1. Digital devices
2. Digital platforms
3. Digital media
4. Digital data
5. Digital technology.

Digital devices

When considering digital devices, marketers must understand that consumers interact with businesses using a combination of:

• smartphones
• tablets
• laptops
• desktop computers
• wearables
• interactive televisions
• gaming devices
• virtual assistants such as Amazon Alexa.

A website optimised for a desktop will not necessarily display well on a mobile phone or tablet. Therefore, marketers need to understand trends in consumers' adoption of technology, apps, and device preferences.

Digital platforms

Most interactions on digital devices are through digital platforms, such as web browsers or apps and services by Apple or Microsoft to connect to any major social media platforms, search platforms, meta-search sites or e-Commerce platforms.

The following table provides examples of commonly used platforms.

Digital media

Digital media are essentially the different digital communication channels for reaching and engaging with audiences, including advertising, search engines, email and messaging, and social networks. Digital channels are easily measurable and every visit to a website and application by a customer can be accounted for.

Digital data

Digital data refers to the information businesses can collect about their online audiences and enables visibility of the path to purchase across websites and apps. The right data and technology allow brands to deliver the right message at the right time to the right customer, regardless of the device or channel used. Marketers can track how various web pages, social content, and campaigns are performing in real-time and which advertisement or piece of content achieve engagement and which channel is most effective.

Digital technology

Digital technology refers to marketing technology (MarTech) and tools. The following infographic outlines key digital marketing tools marketers can use to engage with their audiences or gather critical insights on customers and competitors. The sheer number of tools can present a challenge to businesses and the usage is dependent on the digital marketing maturity of a business (Chaffey & Ellis-Chadwick 2019).

Digital marketing

Marketers seek to influence the customer across multiple digital touchpoints, devices and across earned, paid, and owned media (as summarised in the following figure). Digital marketing includes all facets of website planning and user design, including:

• Search engine optimisation and paid searches
• Content marketing
• Social media marketing
• Email marketing
• Social customer relationship management.

Chaffey & Ellis-Chadwick (2019) describe digital marketing as the interaction between the following three (3) types of media:

1. Paid media
   Advertising including paid searches, display ads, affiliate marketing and digital signage.
2. Earned media
   Partner networks including publisher editorial, influencer outreach, word-of-mouth and social networks.
3. Owned media
   Digital properties including websites, blogs, mobile apps and social presence.

Benefits, challenges and opportunities of digital marketing

With traditional customer loyalty fading away and real-time information at customers’ fingertips, it is critical that brands have their ‘digital ducks in a row’ to influence relevant touchpoints and be competitive. Digital channels are conversational channels. Therefore, listening to the customers is important. Once a brand knows what customers are doing online, their digital activities and campaigns become more effective.

Consumers cannot be separated into digital customers and non-digital customers, as everyone is somewhere on the digital scale, and traditional media will continue to play a role in the overall marketing mix. Technology will continue to develop at a fast pace, and consumers will continue to adopt new technologies quicker than businesses. Technology creates significant market opportunities for companies committed to digital transformation and digital marketing (Chaffey & Ellis-Chadwick 2019).

The following table summarises the major benefits, challenges and opportunities of digital marketing.

RACE framework

Greenberg (2013) suggests a framework of four (4) fundamental steps for strategic digital marketing success as also outlined in the following figure:

1. Create stories for your brand
2. Feed and curate digital channels
3. Determine ROI of strategies
4. Test, measure, and refine

Chaffey & Ellis-Chadwick (2019) is the author of the RACE framework that helps marketers become more effective in their digital marketing performance by planning and managing their digital marketing activities in a more structured way throughout the customer lifecycle. As summarised in the following figure, the RACE framework consists of four (4) steps:

1. Reach
   Reach is about building brand awareness on and offline to drive web traffic on the brand site.
   Build awareness on other sites and in offline media and drive to web presences.
   KPIs:
   • Unique visitors and fans
   • Audience share
   • Revenue or goal value per visit
2. Act
   Act represents interacting and engaging the audience with the brand site and other online presence and generating leads for sales.
   Engage audience with brand on its website or other online presence
   KPIs:
   • Bounce rate
   • Pages per visit
   • Lead conversion
3. Convert
   Converting leads into followers and sales, both on and offline.
   Achieve conversion to marketing goals such as fans, leads or sales on web presences and offline.
   KPIs:
   • Conversion rates
   • Sales
   • Revenue and margin
4. Engage
   Engage involves building long-term customer relationships.
   Build customer and fan relationships through time to achieve retention goals.
   KPIs:
   • Active hurdle rates
   • Fan engagement
   • Repeat conversion

Web design

No matter which digital media marketers choose for push and pull marketing, an effective website is the most critical aspect of any company’s online success. The central hub is to engage customers, increase brand awareness, drive revenue, and build customer loyalty. Creating a well-designed website with purpose and expert content is important to deliver an exceptional online user experience. The most important part of a website is high-quality content (text, images and video). A website should be easily searchable, inform the audience, deliver great customer service and value, establish trust in the brand and, of course, generate leads and sales.

Web design is about how the brand communicates with the user. The dominance of mobile access to websites is also an important consideration in web design. User experience (UX) designers have a wealth of data on how consumers interact with content.

Jakob Nielsen, an expert in UX design, found that website visitors interact with web content differently to other mediums and follow an ‘F pattern’, based on two (2) horizontal movements and one (1) vertical movement. Web visitors pay most attention to the top-left of the screen, glimpse briefly over the page like a billboard and hardly ever read text.

Savvy web developers use fully responsive web design (RWD) that can adjust depending on the device consumers use to access the website. There is also the opportunity to provide customers with dynamic web content based on their interests, preferences, and behaviour. The dynamic content can even be tailored to the phase of the customer journey. Research found that dynamic personalised content sparks increased engagement between a brand and a customer. It stimulates dialogue and increases the response rate. However, is difficult to manage without the right technology solution (Chaffey & Ellis-Chadwick 2019).

Search engine optimisation and paid searches

Search engines, such as Google, Bing, Baidu and Yahoo use advanced formulas and algorithms to determine the order in which to rank website listings on the search engine results page. Search engine optimisation (SEO) is the process of designing a website and its content (text, images and video) so that the site organically ranks high on search engines for all the products and services that a brand offers and wants to be known for. It is important to appear in the top search results as this is where the customer will pay attention and click for more information.

SEO has become a business prerequisite because search engines are where most consumers start their planning and research process. SEO activities and key ranking factors are driven by content, technical SEO and links. SEO relies on a good content strategy, optimised for the target audience. For an SEO strategy to be successful, a website needs to have compelling, appealing, engaging, broad, relevant, valuable, fresh and keyword dense content that loads quickly on all reputable search sites.

SEO is the most wide-ranging digital channel – a channel that is constantly changing and critical to get right. The complexity of search engine algorithms requires deep specialised knowledge and skills. Therefore, it is advisable that companies either employ or contract search engine specialists or agencies.

To appear in the top search results is not an easy undertaking and often requires businesses to invest in SEO and pay-per-click (PPC) advertisement, such as Google paid search campaigns. Paid search is a highly targeted and measurable form of advertisement and complements organic search efforts. As with all channels, digital marketers need to carefully evaluate the advertising costs in relation to conversion rates, purchase value and customer lifetime value (Chaffey & Ellis-Chadwick 2019).

Online ads

Marketers create online ads to advertise their unique products and services to key target customers to increase brand awareness and sales. Banners are the most common form of display advertisement. They come in standardised sizes and can be static, animated or rich media ads that show up on relevant websites and social media channels across desktop or mobile devices. These online ads may include copy (text), logo, images, maps, animations or video and can take the form of pop-up banners, wallpaper ads, expanding ads, floating ads or map adverts.

Native advertisement

Native advertisement is a form of paid advertisement that blends with the editorial content of online publications. It is difficult to identify this content as an advertisement. Unlike display ads, it follows the natural flow of the user experience and is unobtrusive. It can often be found in social media feeds, as text or image links and come in the form of online advertorials, sponsored content and posts. The idea is that the native ad does not look like an ad, presenting a solution to ad blocking (Chaffey & Ellis-Chadwick 2019).

Video marketing

Video marketing is undeniably an important component of a content marketing strategy to maximise reach, amplify the message and increase engagement in social and digital channels. Videos are an excellent marketing tool to showcase the product or service in authentic ways while entertaining and educating potential customers and increasing conversion rates. The video format should adapt to various digital channels, including the website and social media. Types include:

• brand videos
• product demo videos
• event videos
• interview videos
• virtual reality videos
• live videos
• customer testimonial videos.

Content marketing

Content marketing has become a marketing discipline. It is recommended that brands focus on a holistic, strategic approach to content marketing to address customer needs and motivations throughout the entire customer journey. Different forms of content will support different objectives. The different content formats are outlined in the following figure.

Building human connections

Public relations (PR) is about crafting news and messages to build human connections and trust with the public, media and stakeholders. Online PR is a very cost-effective tool that helps improve results from many other digital marketing communications techniques, particularly social media, SEO, partnership marketing, viral marketing, and word-of-mouth marketing. It is an important component of a marketing and communications strategy of a business to build brand awareness and trust via online communications channels (Chaffey & Ellis-Chadwick 2019).

Influencers influence the opinions and purchasing behaviours of their followers (target audiences). Not all influencers are equal. Some influencers are celebrities, brand advocates, politicians, thought leaders, industry or academic experts with strong credibility, while others may be socially savvy experts. Research found that influencer marketing (IM) is one of the most promising and still under-utilised disciplines in the digital marketing mix of brands. It can help brands reach new target audiences that cannot be reached as effectively through other ways of marketing and communication (Chaffey & Ellis-Chadwick 2019).

The following figure, designed by Smart Insights, describes the RACE Planning System for Digital Marketing and brings together everything we have discussed in a simple infographic.

Consumer engagement with social media

Social media marketing (SMM) can be defined as “a form of Internet marketing utilising social networking sites as [a] marketing tool, thereby gaining traffic, brand exposure, and interaction with customers through social media” (Dodson 2016, p. 153).

Social media has fundamentally changed the way consumers make purchase decisions. Social media is viral and has the potential of spreading brand awareness quickly through real-time customer reviews. There is no doubt that SMM should be part of every marketing strategy. A balanced mix of owned, earned and paid social media drives traffic to a brand’s website. Earned media is often triggered through unique stories and exceptional personalised customer experiences. The leading social media channels include:

• Facebook
• Instagram
• Twitter
• Snapchat
• TikTok
• Pinterest
• LinkedIn
• WeChat (Dodson 2016).

The social media plan is a summary of everything you plan to do and hope to achieve on social media channels and will guide the channels and all actions. Every post, reply, like, share and comment should serve a purpose, provide value and relevancy to the selected key target audience. The SMM goals should align with the overall business and marketing strategy.

Social technographic profiling is an incredibly influential methodology for creating social media personas based on key target market technology behaviours. These technographic personas can help guide a brand with channel selection and channel strategies. Millennials trust user-generated content (UGC) more than brand content. Therefore, careful content curation in social media channels and on review sites can be a highly effective digital marketing strategy (Chaffey & Ellis-Chadwick  2019).

Social media marketing plan

When developing a social media plan, Dodson (2016) recommends the following four (4) - stage process:

1. Goals
   • Business
   • Customer
   • Product
   • Marketing
2. Channels
   • Facebook
   • LinkedIn
   • Twitter
   • Google+
   • YouTube
3. Implement
   • Listening
   • Properties
   • Publishing
   • Events
   • Groups
   • Jobs
   • Advertising
4. Analyse
   • Measure
   • Analyse
   • Optimise.

Social media platforms

Aside from brand-generated and user-generated content, Meta has the most robust set of ads targeting options of any social network. Marketers can choose from dynamic ads, video ads, live video, re-marketing ads, offer specific ads, promoted posts, and running competitions to complement Facebook posts created by the brand and its customers. Facebook messenger can be used to enhance communications.

Instagram is a social network focused on visuals (images and videos), creativity and design. This platform is also owned by Meta, which means that ads can be placed on Facebook and Instagram simultaneously. Instagram stories capture moments of a day and, given they disappear after 24 hours, can be used to share less-polished behind the scenes content, such as interviews with staff members. Video is one of the fastest growing online formats and can inspire an emotional connection, especially those based on stories, humour or adventure.

YouTube is not only a video sharing and advertising platform but also the second most popular search engine worldwide behind Google. Before commencing any social media marketing, it is important to listen to social conversations about the brand, the industry and its competitors. Listening provides insights into specific interests, behaviours, characteristics and the tone of voice of the community. Both positive and negative comments can present an opportunity for reach and engagement (Chaffey & Ellis-Chadwick 2019).

Storytelling

Storytelling is an important aspect of a social media marketing strategy and should always be authentic and genuine. Stories have the power to create deeper emotional connections with customers and encourage customers to be a part of the brand's story.

Stories can be created about the products and services offered, unique product features, staff and their own personal stories, the history of the company and much more. Engineering virality is about creating content that is so remarkable that people want to share it with like-minded individuals. Jonah Berger, a professor at Wharton School of Business, offers insights into how, and why ideas are spread. His research has found that social influence and word-of-mouth transmission are essential to drive virality. Berger recommends six (6) key ingredients for viral content, referred to as six (6) key STEPPS:

1. Social currency
2. Triggers
3. Emotion
4. Public
5. Practical value
6. Stories.

These ingredients can be used independently or together depending on the product, service, campaign or idea (Berger 2013).

Analytics

Analytics can help brands understand the most popular content themes and formats and the best time of day to reach audiences to achieve maximum traction for posts or ads. Each social media platform has its own set of analytics, YouTube Analytics, Facebook or Instagram Insights, that should be analysed on a regular basis in addition to Google Analytics.

Metrics vary depending on the social media goal. For example, awareness metrics may focus on followers, reach and impressions, while engagement metrics include likes, comments and shares, and are ideally analysed in relation to the number of followers. Conversion metrics, such as click through rates (CTR), provide insights into what actions customers take because of a post or an ad. A high conversion rate indicates that the content is valuable and relevant. Consumer metrics reflect how customers feel about a brand and include customer satisfaction ratings or customer loyalty ratings, such as the Net Promoter Score (NPS) (Chaffey & Ellis-Chadwick 2019).

Welcome to your seminar for this topic. Your lecturer will start a video stream during your scheduled class time. You can access your scheduled class by clicking on ‘Live Sessions’ found within your navigation bar and locating the relevant day/class or by clicking on the following link and then clicking 'Join' to enter the class.

Click here to access your seminar.

The following learning tasks will be completed during the seminar with your lecturer. Should you be unable to attend, you will be able to watch the recording, which can be found via the following link or by navigating to the class through ‘Live Sessions’ via your navigation bar.

Click here to access the recording. (Please note: this will be available shortly after the live session has ended.)

In-seminar learning tasks

The in-seminar learning tasks identified below will be completed during the scheduled seminar. Your lecturer will guide you through these tasks. Click on each of the following headings to read more about the requirements for each of your in-seminar learning tasks.

Welcome to your post-seminar learning tasks for this week. Please ensure you complete these after attending your scheduled seminar with your lecturer. Your lecturer will advise you if any of these are to be completed during your consultation session. Click on each of the following headings to read more about what is required for each of your post-seminar learning tasks.

Each week you will have a consultation session, which will be facilitated by your lecturer. You can join in and work with your peers on activities relating to this subject. These session times and activities will be communicated to you by your lecturer each week. Your lecturer will start a video stream during your scheduled class time. You can access your scheduled class by clicking on ‘Live Sessions’ found within your navigation bar and locating the relevant day/class or by clicking on the following link and then clicking 'Join' to enter the class.

Click here to access your consultation session.

Should you be unable to attend, you will be able to watch the recording, which can be found via the following link or by navigating to the class through ‘Live Sessions’ via your navigation bar.

Click here to access the recording. (Please note: this will be available shortly after the live session has ended.)

Read the following web articles:

• Duggal, R 2018, The one marketing truism you cannot ignore: Perception is reality, Forbes
• Clootrack 2021, What is customer perception?, Clootrack
• WebFX 2022, Traditional media vs. new media: Which methods belong in your marketing plan?, WebFX

References

• AJ+ 2015, How commercials get us to buy crap we don’t need, streaming video, YouTube, https://www.youtube.com/watch?v=Urny4oFBbto
• Bain & Company 2021, How Covid-19 has changed consumer behavior, streaming video, YouTube, https://www.youtube.com/watch?v=7e3blZ1Z45w
• Berger, J 2013, Contagious: Why things catch on, Simon & Schuster.
• Carson, M 2018, Digital marketing and its impact on consumer perception, streaming video, YouTube, https://www.youtube.com/watch?v=iF_u5uB1LIY
• Chaffey, D & Ellis-Chadwick, F 2019, Digital marketing: Strategy, implementation and practice, 7th edn., Pearson Education.
• Chaffey, D 2022, Introducing the RACE framework: A practical framework to improve your digital marketing, Smart Insights, https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
• Chaffey, D 2020, Essential digital marketing tools [infographic], Smart Insights,  https://www.smartinsights.com/digital-marketing-platforms/essential-digital-marketing-tools-infographic/
• Dodson, I 2016, The art of digital marketing: The definitive guide to creating strategic, targeted and measurable online campaigns, John Wiley & Sons Inc.
• Envato 2020, Marketing trends, streaming video, YouTube, https://www.youtube.com/watch?v=huU_0WYO5Z8&t=307s
• Existential Guide 2019, The psychology behind good advertising, streaming video, YouTube, https://www.youtube.com/watch?v=icwWpAHReWg
• Greenberg, E & Kates, A 2013, Strategic digital marketing: Top digital experts share the formula for tangible returns on your marketing investment, McGraw-Hill Education.
• Javornik, A 2016, ‘Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour’, Journal of Retailing and Consumer Services, 30:252-261
• Keller, KL & Swaminathan, V 2020, Building, measuring, and managing brand equity, global edition, 5th edn., Pearson.
• Kingsnorth, S 2019, Digital marketing strategy: An integrated approach to online marketing, 2nd edn., Kogan Page Limited.
• Marketing 91 2017, Role of advertising in consumer behavior, streaming video, YouTube, https://www.youtube.com/watch?v=AHP3tRYmnxE
• Muhammad, SS, Dey, BL, Kamal, MM & Alwi, SFS 2021, ‘Consumer engagement with social media platforms: A study of the influence of attitudinal components on cutting edge technology adaptation behaviour’, Computers in Human Behavior, 121(2):1-27.
• Public Sphere 2010, Media effects, streaming video, YouTube, https://www.youtube.com/watch?v=qvgURfZMGoQ
• Schiffman, LG & Wisenblit, JL 2019, Consumer behavior, 12th edn., Pearson Education Ltd.
• SciShow Psych 2017, How ads (and people) persuade you, streaming video, YouTube, https://www.youtube.com/watch?v=HzevRHUEnVI
• Solomon, MR 2020, Consumer behavior: Buying, having, and being, 13th edn., Pearson Education Ltd.