(PDF) The Strategic Importance of Consumer Insight

CONSUMER INSIGHT REPORT
FOR
SYDNEY, AUSTRALIA
April 28, 2018

EXECUTIVE SUMMARY
For as far back a couple of years, Australian marketers have seen a thriving of social media.
Individuals have been building a worldwide correspondence platform on the Internet through
various social media applications. Consistently a lot of uncommon substance is produced on
social systems, particularly on miniaturized scale or micro-blogging services. The inexorably
prominent utilization of small-scale blog for lightweight correspondence raises its potential for
filling in as another correspondence medium. Instagram, a standout amongst the most prevalent
miniaturized scale blog and images service, asserted that there are more than 140 million posts
for each day. It is a transformation of how content is produced and circulated by making,
sharing, and finding messages without controlling.
This article investigates marketing's way to deal with the present circumstance of intelligence
and commitment as vital integrated communication. Particularly alluded to as Integrated
Marketing Communication (IMC), this new area constitutes a visionary reaction to the present
commercial center, privileging the shopper as the support for all marketing arrangements,
system, and execution. This outside-in approach adjusts marketing and marketing
communication for the express reason for exploring change and uncertainty keeping in mind the
end goal to manufacture solid communication designs. The researcher conducted a survey and
the results are for La Maison Epicure, a French restaurant based on Sydney.
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Evaluation of Findings
As makers or producers, private undertakings generally embrace social media for their marketing
methodology to popularize their items or services, to talk as well as to tune in to the genuine
voice of the clients in their own words. Albeit a great many people are wavered to answer a
study about item or service inclination, they express their considerations in the social system and
employ colossal impact in forming the suppositions of different consumers. Miniaturized scale
blog is a rich asset for hearing this valuable data. Contrasted with customary site or blog, the
small-scale blog is a social systems administration application that develops gigantic client
assessments (Magrath & McCormick, 2013).
The critical finding in the survey that is directly related to the pitch project is the increase in
overall brand attitude after seeing the restaurant’s Instagram profile. The other finding relates to
the critical finding because they focus on the same restaurant in Sydney, Australia. As a skillful
researcher, I would estimate the number of foodies in greater Sydney region by utilizing
specialized data collection point on the internet, such as Google Analytics. Indeed, social media
envy exists, it contains numerous client assessment articulations either positive or negative to a
wide range of subjects in the Sydney marketplace. Users are often driven to give their true
feeling about a post or a product. Thus, envy and total immersion positively affect brand attitude.
This disturbs women and they can be envious (Laura, Victoria, Melih, & Ilan, 2014).
People immerse while viewing images on social media, e.g., Instagram. The influences are
different on various consumer segments. The nature and role of envy and immersion in social
media marketing is that it can raise or lessen attitudes towards a brand. Therefore, it’s necessary
to consider other marketing communication strategies for different consumer segments. Some
consumers rarely use social media and marketers ought to use TV or radio to communicate
(advertise). Immersion has more significance on brand attitude because it involves or engages the
potential customer. Communication/advertising tactics that will be good for the pitch project is
designing a TV commercial which conveys a specific marketing message to potential customers
in Sydney, especially women and other foodies. Overall, marketing communication research is
essential to campaign developments so as to better understand a particular segment of
consumers.
The extent and quickness of the impact of microblog challenges specialists and professionals
with a need to comprehend the science behind it and devise applications for marketing
correspondences (Philip & Inga, 2015).
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The examination of expansive scale social information, which affirms the corporate point of
view from shopper conclusions, is extremely fundamental for supporting best level
administration to take care of this present reality issue. These buyer voices can impact mark
observation, mark loyalty, and mark promotion. With social media observation and opinion
examination, companies will have the capacity to take advantage of purchaser bits of knowledge
to enhance their nature of an item, give better service or even recognize new business
opportunity, and different exercises as needs be (Pitt, Singh, & Ang, 2018).
In the cell phone marketplace, the headway of innovation is ceaselessly outperforming each other
and refreshed variants are hitting the market at lightning speeds. As indicated by a well-known
phone manufacturer, the normal timeframe of realistic usability for cell phones has been
diminishing from 3 years in 2008 to around 6-9 months in 2012. The makers have a ‘too brief’
period to examine the marketplace by the conventional way. Alluding to Lucia, Salvador &
Philip (2017), each model of cell phones has restricted time to demonstrate their item idea. We
require an elective method to recover fundamental data to enhance a cutting-edge item.
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Increase
38%
Decrease
15%
Stay the same
23%
No plans to utilize
24%
Adoption of Instagram in Marketing Communication
Figure 1: Instagram in Marketing Communications (Mart & Gergely, 2017)
Recommendation and Justification
Consumer understanding or insights is the investigation of the restaurant in Sydney of who the
consumer is and what they think or feel. It might be the transformation from guide marketing to
database marketing to client relationship administration or client encounter administration. The
undertaking can use this comprehension to help from changing their marketing techniques to
enhancing their activity and connections. Great consumer understanding is the establishment of
good client relationship administration. In this manner, ventures will have the capacity to
position themselves as they need it to be to meet clients or partners require.
Knowledge isn't cognizant practices or considerations of consumers yet most are influenced by
different outside variables from the condition of economy and society to the way a brand is
showcased. The undertaking can gather this data from dissensions or compliments or on the
other hand through solicitations for additional data. A few assignments can accomplish from
advertising research while some need mining from the client database, criticism from deals and
client service staffs (Michael et al, 2016). Applications for mining huge volumes of literary
information for marketing knowledge can be sorted into 3 kinds as:
 Early cautioning - illuminating supporters when an uncommon yet basic, or even deadly,
condition happens.
 Buzz following - following patterns in themes of discourse and comprehension of the
new themes
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References
Laura L. P., Victoria B. J., Melih M., & Ilan A., 2014. Franchising and value signaling. Journal of Services
Marketing, 28(2), pp. 105-115.
Lucia P., Salvador B. & Philip J. K., 2017. Measuring integrated marketing communication by taking a
broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, 14(3), pp. 692-
718.
Magrath V. & McCormick H., 2013. Marketing design elements of mobile fashion retail apps. Journal of
Fashion Marketing and Management: An International Journal, pp. 115-134.
Manfred B. & Stefanie S., 2017. Integrated marketing communication – from an instrumental to a
customer-centric perspective. European Journal of Marketing, 11(5), pp. 464-489.
Mart O. & Gergely N., 2017. Just doing it: theorising integrated marketing communications (IMC)
practices. European Journal of Marketing, 66(5), pp. 490-510.
Michael J. V., Fatemeh H. H., Riza C., Carl B. D. & Vanya L. M., 2016. Exploring the integration of social
media within integrated marketing communication frameworks: Perspectives of services marketers.
Marketing Intelligence & Planning, 10(3), pp. 19-40.
Philip J. K. & Inga B., 2015. Integrated marketing communication: making it work at a strategic level.
Journal of Business Strategy, 9(2), pp. 34-39.
Pitt J, Singh C., & Ang L., 2018. MKTG204 Investigating the Effects of Instagram profile with branded
information on Consumer Responses, Assesment Task 2b, Session 1, Consumer Insight Survey Results,
North Ryde: Macquarie University.
Robert L. H & Timothy M. R., 2011. Mixed methods designs in marketing research. Qualitative Market
Research: An International Journal, 12(3), pp. 7-26.
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Appendix
As indicated in the image below, there is high traffic on Instagram compared to the other social
media platforms. This is good news for a fashion blogger or a foodie in Sydney, Australia.
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