Consumer Behavior Report: Facebook's Marketing and Sensory Strategies

This report provides an in-depth analysis of consumer behavior within the context of Facebook's marketing strategies. It begins by introducing the importance of understanding consumer behavior for businesses, highlighting key applications such as marketing strategy and public policy. The report then focuses on Facebook, examining how the company utilizes segmentation, targeting, and positioning to understand its diverse user base and design services accordingly. The report details specific marketing tactics employed by Facebook, including feature company culture, creating shareable visuals, using branded images, and employing targeted advertising campaigns. Furthermore, the report explores the concept of sensory marketing, explaining how businesses can engage consumers' five senses to create stronger emotional connections. The report discusses the impact of sight, hearing, smell, taste, and touch on consumer behavior, providing examples of how Facebook can apply these principles to enhance its marketing efforts and product design. The report concludes by summarizing the key findings, emphasizing the importance of innovation and understanding consumer needs for long-term success in the market.

Consumer
behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
A..................................................................................................................................................1
B...................................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The study of consumer behaviour helps to firms and organisation to improve their
marketing strategies in order to attain their goals and objectives. There are four main applications
which are included in consumer behaviour and it important for organisation needs to study them.
These are; marketing strategy, public policy, social marketing and studying consumer behaviour
(Akehurst, Afonso and Martins Gonçalves, 2012). In present report Facebook which is a profit
organisation and online social media and networking services. An owner of this company Mark
Zuckerberg is adopting different marketing strategies through which they can target the
customers and study their behaviour towards the services which are provided by them. Apart
from that impact of marketing on consumer behaviour has been discussed. Furthermore,
demonstrating how product has been designed and used to appeal a range of sense.
TASK
A.
It is often said that age is just a number where many brands are continuing to target their
customers which is based on their needs and applying various approaches to offer services
accordingly. The popular brands are not missing opportunities because in society there are five
generations who are living together. So, it is providing them chance to fulfil their customer needs
by attracting them in innovating way. Facebook Inc. segmentation, targeting and positioning
which comprises a set of activities in order to identify the specific groups among the large
number of population as potential customers. As there are many use of this company who are
active Facebook and connecting with each other. Different strategies have been adopted by
owner of Facebook through which he can design his services in best manner and these can be
used as a range of sense (Heinonen, 2011). The company is targeting users according to the
requirements of their and using high standard of channel for delivering its services. An expertise
of this company are continuously engaging with users and improving their overall experience all
time so that they can access with different services which are offered by Facebook. Nowadays, it
become essential for organisation to design and provide the products and services according to
customer needs in order to capture large market share. Below mention are different ways which
is using by Facebook company and successfully implementing in their tactics and how these are
incorporating with their social media marketing.
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Feature company culture – This brand is to be considered as excellent way where it is
giving a sense of to potential customers and employees for their business. As they are sharing
pictures with their employees so that they can enjoy their work (Yang, 2012). Through this they
are giving high quality of services to customers and getting positive reviews which is a great
impact on them.
Create visuals people want to share – In order to understand the audience, they are
creating their own content and sharing with them also. Through this they are encouraging their
fans so that they can share thank-you post with them. As it is also helping them in designing their
products according to their yearnings.
Standing out with branded images – Quote graphics are effectively using by this
company for increasing their promotion and become the leader in market. It gives an opportunity
to customers to quote their graphics in different manner so that they can also attract many more
users on Facebook on their particular page.
Apart from that advertisement techniques are using by company in order to attract large
number of customers. Some of them are listed as below:
Getting creative with life events targeting – Creating different types of ads and
campaign programme which are based on selling to people experiencing. Facebook has pretty
much every convincible in targeting their customers (Ruiz-Mafe, Martí-Parreño and Sanz-Blas,
2014). With the help of life events they are targeting those customers also who are living in rural
area.
Expanding to a Lookalike audience – Lookalike audiences are a logical concept. It
allows organisation to expand their business beyond the reach but still they are targeting people
with highly specific profiles and creating audience of their own. Facebook is going to become
top most brand in world in order to target different country also.
Targeting through mobile websites visitors with ads – It doesn’t matter if website is
responding 100%; when people are visiting through mobile devices. They are attracting new
audience through Facebook by new campaign and giving new and innovative ads for targeting
mobile users in order to attain their desired action.
However, these all will profitable for organisation in understanding the five sense of
consumer behaviour and design the products accordingly
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B.
The concept of sensory marketing is based on where most of the firm are likely to form,
discover and memorising the mind of customer when all five sense are involved in them. With
the help of this brand can establish a stronger and longer-lasting emotional connection with their
customers (Hultén, 2011). This concept explains that “marketing that engages with consumer’s
sense and affecting their behaviours also”. These five sense which are included in marketing i.e.
Sight, Touch, Hearings (Sound), Taste and Smell. Their impact has been explained in context of
marketing (Does Your Marketing Make Sense?, 2015).
Figure 1: Sensory Marketing
(Source: Does Your Marketing Make Sense? 2015)
Sight – This considered most visual aspects of marketing campaign of company. There is
basic visual consideration which has to be identified by the organisation in order to understand
the behaviour towards using the services of Facebook. This function is transforming light
patterns into information, owing to which people are capable of observing forms, dimensions,
colours between the objects. There are various roles where products are appearance is
performing. The impact of slight is that if company doesn’t find visual elements which
represents the range of promises and will not inspire the customers to use their services.
Hearings – Sometimes the use of common sounds will help in triggering out the mind of
customers in order to produce a specific visual. It can influence the mood of customers and sway
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their buying habits. To use this as advertising, then these are associated with music where
company can convey good message. Along with this it is also a good way where consumer can
remember the information which are given by organisation (Shabgou and Daryani, 2014). For
example, if Facebook will use this kind of strategy, then it can become easy to convey important
information to customers whenever they pass because it helps to customers to remember through
music. So, it gives a positive impact on consumer behaviour at the time of using their services.
Smell – Smell triggers certain parts to brain where they are responsible for generating
emotions and memories towards the services which are offering by firm. The impact of this on
consumer behaviour is definitely certified which is providing positive impact on the evaluation
of product.
Taste – An organisation has to better understand the mechanism of taste and explore the
existing relation between taste and colours. This sense is considered most important and
developed among all sense. It is responsibility of organisation to properly identify the taste and
preferences of customer regarding the services which are offering by them. While not doing so, it
can influence the preference and acceptance of new taste and will give negative impact on their
reaction. It includes lifestyle, aspirations, perception of body, childhood influence and many
more (Bayarri and et. al., 2011). So, Facebook company need to understand for examine the
culture of different people and provide services accordingly.
Touch – “Touch and see for yourself”. It is most common phrase which are using during
in-person sales demonstration. As it contributes positive consumer response for any products
which are acceptable by them but within quality range. While touching the product it gives
positive impact on consumer behaviour and attitudes as well as it will also increase their
intention to purchase products. By using touch, customers can get more information and came to
know about their characteristics which includes texture, weight, hardness and many more. Along
with this it also encourages the customers to purchase the product if they are satisfied with their
characteristics and give advantage to organisation (Bruwer, Saliba and Miller, 2011). Apart from
that it also consolidating to companies in identifying and image of brand with the help of
psychological and physical interaction with customers.
From above impact of sensory marketing on consumer behaviour is having both positive
and negative impact towards the purchase of products and services which are provided by them.
The positive impact is that customer become more aware about the services and gain useful
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information before using them. But negative impact is that if customers are not happy with the
services or products of organisation, then it impacts on their sales and profits during the year.
CONCLUSION
After summing up report it can be concluded that Facebook is designing their services
according to the requirements of users so that they can retain them for a long period of time.
Apart from that, it is essential for entity to innovate their services time-to-time which help them
in to retain in market for a long period of time and capture large market share to beat their
competitors. Furthermore, impact of sensory market is useful for companies to understand
consumer behaviour and launch new products accordingly.
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REFERENCES
Books and journals
Akehurst, G., Afonso, C. and Martins Gonçalves, H., 2012. Re-examining green purchase
behaviour and the green consumer profile: new evidences. Management Decision. 50(5).
pp.972-988.
Bayarri, S. and et. al., 2011. Impact of sensory differences on consumer acceptability of yoghurt
and yoghurt-like products. International Dairy Journal. 21(2). pp.111-118.
Bruwer, J., Saliba, A. and Miller, B., 2011. Consumer behaviour and sensory preference
differences: implications for wine product marketing. Journal of Consumer
Marketing. 28(1). pp.5-18.
Heinonen, K., 2011. Consumer activity in social media: Managerial approaches to consumers'
social media behavior. Journal of Consumer Behaviour. 10(6). pp.356-364.
Hultén, B., 2011. Sensory marketing: the multi-sensory brand-experience concept. European
Business Review. 23(3). pp.256-273.
Krishna, A. ed., 2011. Sensory marketing: Research on the sensuality of products. Routledge.
Ruiz-Mafe, C., Martí-Parreño, J. and Sanz-Blas, S., 2014. Key drivers of consumer loyalty to
Facebook fan pages. Online Information Review. 38(3). pp.362-380.
Shabgou, M. and Daryani, S. M., 2014. Towards the sensory marketing: stimulating the five
senses (sight, hearing, smell, touch and taste) and its impact on consumer
behavior. Indian J. Fundam. Appl. 4. pp.573-581.
Yang, T., 2012. The decision behavior of Facebook users. Journal of Computer Information
Systems. 52(3). pp.50-59.
Online
Does Your Marketing Make Sense?. 2015. [Online]. Available through:
<http://www.twochicago.com/blog/index.php/2015/02/17/does-your-marketing-make-
sense/>. [Accessed on 21st October, 2017].
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