Research: SOCIAL MARKETING 

I found an article concerning marketing tools for companies which allow predicting consumer behavior using social analytics. Indeed a system tracks social conversations online around a product at different stages in its lifecycle. By gathering data on what consumers are saying on social media, blogs, forums, articles and customers reviews, the software can score how consumers feel at each stage of the product’s introduction to the market. The goal is to track online consumer behavior from the point of product awareness to the point of sale. Based on the information found, companies can be rehabilitated if the consumer is not satisfied.

http://www.thehubcomms.com/marketing-tools-sdls-customer-commitment-framework-predicts-consumer-behavior-using-social-analytics/article/323884/

It is a part of social marketing. Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole. The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue.

 

Companies have to considering the social marketing approach to add value on their projects.

The social marketing approach:

-          Does company really understand it target audience and see things from their perspective? 

-          Is it clear about what she would like it target audience to do? 

-          For it target audience, do the benefits of doing what company would like them to do outweigh the costs or barriers to doing it? 

-          Is it using a combination of activities in order to encourage people to achieve the desired action?

It is very important for a company to answer on these questions and it is the case for Sokos. 

Why customers choose another department store or another shop and no Sokos?

The process of selecting a store is for a customer:

-          The characteristic of the customer (economic and social)

-          The strategy distributor (price and publicity)

-          General attitude towards the footfall

-          Emphasis on attributes shops

-          Perception attribute stores

-          Attitudes towards stores

-          Store choice

-          Stimuli commercial store (promotion, POS, ambiance, highlighted)

-          Choice of product and brand

The department store Sokos had to take care about all these points. Also on Internet, customers can find good and bad remarks about the brand, or the department store or a product also. So, the image is very important and precious. 

/ Claire Serris