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Independent agencies , such as federal and state agencies, consumer groups, and the like , provide yet another influencing force. Marketing sources typically found on websites, review sites, consumer blogs, traditional advertising , other marketing sources, or even sales associates provid e impactful sources of information. Magazines such as Consumer Reports, which has been used by consumers for many years, are now found digitally online , making the comparative shopping experience even easier and faster. In today’s technology -oriented soc iety, online information is no longer an extra but , instead , is expected by consumers. No matter the size of the company, a website is mandatory to conduct everyday business. Ease of use and speed at which information can be acquired are absolute requireme nts. Anything short of an efficient website will deter potential customers and sales. Online information also can boost offline sales.

Through the accumulation of comprehensive and influencing online information, customers may be inclined to visit their lo cal brick -and -mortar store. Consumers perceive online information as credible and valuable and, in many cases , as more valuable than commer cials viewed on television that are sometimes viewed as manipulative. Finally, a well -established website can reduce the necessity of additional salesperson expenditures. The hiring of salespeople is an expensive venture. W hile personalized face -to-face discussions have significant value, the website can provide a solid introduction or closing to a salesperson’s efforts. To maintain frequent and ongoing traffic, websites need to contain relevant and frequently updated content. This could include product -related news features, updates on products and services, and positive reviews. Websites that encourage consumer engage ment through clicking, responses, and other activities also promote additional interest. Website functionality was documented as one of the most important factors in securing consumer sales. The top component of website functionality is detailed product in formation. Other factors that contribute to website functionality are solid search capabilities, liv e help options, better navigation, MAR 3211, Consumer Behavior 3 UNIT x STUDY GUIDE Title accessible contact information, efficient check -out/purchasing process, offe rings that meet individual needs, and increas ingly better access via other digital modes (mobile and social media). Fast and efficient are key components . Online privacy is an ongoing concern to consumers as well. W ebsites that provide opt -out options and a statement to consumers regarding the compan y’s use of their private information will also increase trust and reduce privacy concerns, which ultimately could increase sales and brand equity with the company. Companies also typically offer opt -in e -mail updates, which are only partially effective as consumers tend to opt out to avoid a volume of e -mails. Important concepts within the online search functions include behavioral targeting and search engine optimization (SEO). Behavioral targeting tracks consumers ’ click patterns on websites that ultima tely determine where and when banner advertisements will appear on th e consumers ’ computer s. This suggests that consumers will be exposed to products and services that they are actually interested in versus those that they have no interest in viewing or bu ying. This, of course, implies that the consumer’s browsing activity does reflect not only their interests but also their buying interests. An example of this might be if you began looking at yachts online. Understanding that you cannot afford to buy a yac ht, you now would be bombarded with banner advertisements on yachts. The disconnect here is between desires or wants versus needs and actual buying potential. Another online search function of SEO involves techniques that ensure a company’s webpages are not only accessible to the consumer but also increase the probability that the consumer will actually find these webpages. This technique suggests that as the consumer searches for a specific product or service, a list of webpages with the key search words will be listed. Studies have shown that customers tend to only look at the first page of webpages; thus, it is important for companies to be prioritized on that first page. Obviously, the top five sites on the list are incredibly valuable because this represents a significant amount of traf fic driven to the website pages of these companies. Companies need to put important category -defining keywords in their URLs in order to obtain these prestigious positions. Google’s AdWords is a common method used by many companies. This provides companies with the ability to pay for sponsored listings for specific search terms. The use of mobile devices, particularly cell phones, has increased significantly over the years. When asked, most people have stated that if they forgot their cell phone s at home, they would return home to retrieve it. With this in mind, information searches using mobile devices have also increased. The fact that our cell phones are conveniently located in our pockets at all times inherently leads to an increase in information sear ches on cell phones. Look at these categories of cell phone information -users below.  Mobirati : These are y ounger consumers who grew up with cell phones, and they use cell phones for all decision -making.  Mobile professionals : These consumers use their cell phones for professional business use as valuable and efficient information sources.  Social connectors : These consumers use their cell phones for social connectivity as their means of communication.  Pragmatic : These are typically o lder consumers who learne d to use cell phones beyond a communication tool ; they use cell phones functionally, but this group represents the higher -income group.  Basic planners : These are older consumers who are not really interested in mobility. They use cell phones for basic call ing or emergencies. Understandably, some consumers fall into several categories and others in to a single category. W hatever the case, a company needs to understand exactly how its target market will search for information and utilize that method. For inst ance, if a company’s target market is elderly folks 85 years or older, spending money on Google AdW ords to reposition the webpage based on web searches is not necessarily an effective method. Conversely, if a company’s target market is 18 - to 25 -year -olds, this might be an effective strategy. Consumers are also increasingly using applications (apps) on their mobile devices for their shopping needs.

Consumers pull up apps before, during, and after shopping in a brick and mortar store. Generally, this decrea ses the control and effectiveness of the in -store salesperson. In order for consumers to use these apps, it needs to be easy, efficient, and information -laden. Without this, the consumer will quickly move on to the next app. MAR 3211, Consumer Behavior 4 UNIT x STUDY GUIDE Title Broadly speaking, there are m ultiple marketing strategies that can be employed with respect to consumer information gathering. These strategies are focused on the needs of the consumer and have been listed below. Take a look at this TED Talk by Johanna Blakley who discusses the impact of social media with respect to dismantling common stereotypes in the media (TED, 2012) . Throughout this course, we have discussed the importance of understanding audiences, including the st ereotypes that Johanna discusses in this talk. Click the link below to access the video. TED. (20 12, December 19 ). TEDTalks: Johanna Blakley —Social media and the end of gender [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=48598 Click here to access the transcript for the video above. Understanding how consumers search for information is important to market ers today as it represents yet another method for the marketer to understand the target market. Today’s consumers are the most empowered in history because they have quick and easy access to more information about products and services than ever before. Ca therine Roe, head of consumer -packaged goods at Google, also presented a TED Talk about consumer behaviors that you may find interesting (TEDx Talks, 2012) . It is available in the Suggested Readings section of this unit. In t he video, she explains the sign ificance of consumers now The illustration shows information -gathering strategies. Maintenance strategy: The company’s products are already purchased habitually by the customer; thus, the strategy is just to maintain his or her buying.

Disrupt strategy: The customer repeatedly purchases competitors’ products; thus, the company desires to disrupt this behavior by enticing the customer to buy its products. . Capture strategy: The customer makes purchasing decisions based on only a few criteria such as price and availability.

Intercept strategy: The customer does not usually consider this brand; thus, the company needs to attract the attention of the consumer.

Preference strategy: The company needs to more strongly influence the consumer.

Acceptance strategy: The company needs to ensure that their product is preferred over other products. MAR 3211, Consumer Behavior 5 UNIT x STUDY GUIDE Title receiving their information through smartphones and tablets versus tel evisions and desktop computers (TEDx Talks, 2012). Reference s TED. (20 12, December 19 ). TEDTalks: Johanna Blakley —Social media and the end of gender [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=48598 TED x Talks . (2012 , May 25 ). Consumer behaviors: Catherine Roe at TEDxUChicago 2012 [Video fil e]. Retrieved from https://www.youtube.com/watch?v=2N6spwyBuvE Suggested Reading In order t o access the following resource, click the link below. In this video, Catherine Roe, head of consumer -packaged goods at Google, explains the significance of consumers now receiving their information through smartphones and tablets versus televisions and desktop computers. TED x Talks . (2012 , May 25 ). Consumer behaviors: Catherine Roe at TEDxUChicago 2012 [Video file]. Retrieved from https://www.youtube.com/watch?v=2N6spwyBuvE Click here to access the trans cript for the video above.