Consumer Behavior Consumer Embrace Social Networking

Network - Digital age, user engagement, access to information - Channels - Scenario - Modes, as well as interactions with brands - businesses, media of buying behavior - Channels - Scenario - Modes, and formation of opinions among users - Generation of communication - Experience sharing Media - channel - scene - way, are undergoing profound changes in all. All of these changes are at the root of the industry's need to re-understand and establish new behavioral patterns of consumption. Commercial activities of branded businesses have also been branded with the times under the tide of increasing informationization. The era of mass communication has brought together the digital and micro-public tastes, and commercial activities are bound to meet more challenges of replacement.

Understanding the new communication / marketing ecology and building behavioral consumption models that match user behavior are the keys to increasing the cost-effectiveness of business marketing campaigns. The established broadcast marketing system at Mass Media, Mass Market and its corresponding AIDMA user behavior consumption model have long since failed to keep pace with consumers. The AISAS user behavior consumption model based on 1.0 phase network digital environment cognition has also failed to keep up with the pace of consumers under 2.0, social networking, mobile internet and full digitalization, because at this stage, not only the media and information are more The fragmentation and the media itself are also generalizing and annihilating. The consumer's attention has undergone a new wide range of diversion, diffusion, perception-contact-interaction-decision-making-buying-experience-sharing and more open and complicated. Linear models are no longer able to keep pace with the users' nonlinear behavior. Technological innovations have been able to establish closer two-way interactions between brand owners and users, and effectively connect to rather than unidirectionally and unidirectionally acquire traditional processes. All of this means that the industry needs to re-understand the ecological changes and establish a new non-linear, multi-point bidirectional user behavior consumption model to guide the decision-making business decisions.

In the first AIDMA (Attention -Interest -Desire - Memory-Action) mode, consumers pay attention to the product, generate interest, generate the purchase desire, and leave a memory to make the purchase. The whole process mainly consists of traditional advertisements, activities, promotions, etc. Driven by marketing, and broadcast advertising is AIDMA's core driver. Brand Planning, Mass Media, Audience, Mass Media, Mass Market, Media Planning and Purchasing are keywords for marketers at this stage. Coverage, ratings, Reach, etc. are key to the effectiveness of marketing at this stage. The most important thing to be done by the brand business is to get rid of your own success.

In the second phase of the consumer behavior model AISAS (Attention -Interest-Search - Action -Share), consumers passively accept the product information, marketing and promotion, and gradually began to take the initiative to obtain, cognition, AISAS emphasizes that consumers are paying attention Product search, information search after the product has generated interest, and post-purchase information sharing. AISAS takes information and information sharing as two important aspects to consider, and these two links are inseparable from consumers' applications to the Internet. The Internet provides the conditions for consumers to take the initiative to information, giving consumers the opportunity to obtain detailed professional information from a variety of sources for relatively "understandable" consumption. However, under the AISAS model, despite the search and SEO & SEM, the core driving force of marketing is still advertising. The keywords of marketing are still brand Display, impression, but more clicks, actions, Landing page conversion, etc. In some performance dimensions, the relationship between branded merchant and user started to interact, but it was based on the simple fragmented feedback of the link rather than the multi-point, two-way system interaction based on the connection. Brand Businesses Unpredictable to Consumers Real-time, agile, marketing decisions rely heavily on non-real-time, sample-style slicing surveys, and users often fail to perceive brands in time where they will appear to be concerned about relevant spending information The existence of business and consumer information. AISAS model at its root, or to generate Attention advertising, linear one-way marketing communication process and behavior of the consumer process, more than non-linear, mesh, multipoint bi-directional, Perceptive Connection based SICAS process, and brands in the Share stage Influence is far from enough, but in fact Share, experience sharing is becoming the real source of consumption.

With the increasing penetration of the Internet, Internet users and non-Internet users are increasingly becoming the same set. Traditional media such as newspapers and magazines, especially television, used to have unmatched Internet coverage, but the situation is changing. Internet users, especially mobile Internet users, will soon surpass their TV users, and the Internet users owe (Own) , Sharing a huge advantage, making it a more efficient and influential source of information, consumption, influence, such influence even spread beyond the Internet. The Internet is becoming the largest and most efficient host ecosystem. Marketers need to think about how to follow such a timely change of migration and move the home of business marketing to the Internet instead of seeking a combination of traditional media and the Internet. During such a shift, one thing to consider is how to transform the Mass Media broadcast advertising system into an interactive system based on real-time awareness, multipoint bidirectional, and conversational connectivity.

The transition from advertising, marketing to conversations, that is, from AIDMA, AISAS to SICAS (Sense-Interest & Interactive-Connect & Communication-Action-Share).

In the digital era, Web2.0 and the mobile Internet have created a brand new communication and marketing ecosystem unmatched by traditional media and even the traditional Internet media. Real-time dialogue based on user relationship networks, location-based services, users and friends, users and enterprises, Users can not only information through the social network, through the contacts distributed across the network, but also can be used as the source of consumption and the main body of the information to share and experience with more friends. Enterprises can also perceive users through the technical means in the whole network to respond to the demand. The acquisition of consumer information is no longer a proactive search, but a process of relationship matching - interest coupling - that should be needed. The meaning of communication is even changing. It is not about advertising what you want to tell others. Instead, you're responding, igniting the needs that people already have in the heart, expressing themselves verbally and at the fingertips. The consumption trajectory and behavior model corresponding to the new ecology - the SICAS model is being produced.

The core driver of SICAS stage business marketing activities is based on the dialogue of the connection, not broadcast advertising marketing. Dialogue, micro-public, niche markets, coupling, on demand, relationships, perception networks are the keywords of marketing. How to perceive, discover, follow and respond to people in a fast-moving and fragmented environment in real time can understand and dialogue with them and become the key to improve the marketing cost efficiency of brand businesses. Based on the perceived responsiveness of LBS location service anytime, anywhere, based on the social network's communication ability, based on the heavy Ad Network's coverage-perception-interaction-connection ability, based on open platform business collaboration data to establish the ability of interactive connection, Based on the ability to seamlessly connect distributed e-commerce and marketing processes, business leaders' quick, real-time understanding of the digital process and their ability to make informed decisions and become Brand business must have eight core competencies.