Types of search

Routine Depletion
Consumers continually recognize problems and opportunities, so internal and external
problems problems searches for information to solve these problems are ongoing processes.
SESSION 9
• Search of long-term memory to • With problem recognition: Involves
INFORMATION SEARCH determine if: independent sources, personal sources,
• a satisfactory solution is known marketer-based information, and
• what are characteristics/ types of product experience
potential solutions • No problem recognition: Ongoing search
• appropriate ways to compare the is done to acquire information for later
possible solutions. use and because the process is
Occasional Unexpected pleasurable
problems problems
Internal Search External Search

A set of guides or decision constraints that limit and guide external search (e.g. price
range, a set of manufacturers, “must have” performance criteria…)

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Types of information sources Types of information sought

Internal information is the primary source

used most of the time (nominal & limited Consumer decisions require information about:
decision making).
However, note that information in long-term
memory was initially obtained from external Appropriate evaluative criteria for product • What features do I want in a laptop?
sources. category • What are the characteristics of a good laptop?

è Marketing efforts are to be put on affecting

the internal information of the consumers. The existence of various alternatives • Products and brands
Marketing-based messages are only one of
five potential information sources. • price, memory, processor, weight, screen clarity, and
But, marketing activities influence all five Performance of each alternative brand on
software package for each brand you are
sources. each evaluative criterion
considering.

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 Consideration set Internet search
(Internal Search) (One source for External Search)

Internet is a Major Search Avenue

• Online information is expected by consumers

• Online information boosts offline sales.
• Online sources are viewed as valuable.
• Online sources reduce salesperson’s role.
Traditional media can be effective at guiding
consumers’ information search activities to
company websites.

Economic considerations are a major motivator of

online search.
Information overload is a challenge.

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Type of Internet source Type of source - Internet search

The Nature of Search Using Online Search Engines

Three major strategic issues marketers face regarding the

Internet Search Activities Internet’s role in information search and decision making:

1. How can they drive their information to consumers?

2. How can they drive consumers to their information?
3. How (if at all) can online selling be utilized or integrated
with existing channels (Chapter 17)?

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 Internet search Internet search
Permission-
Pushing: Driving Information to Consumers based emails

Banner Ads

Social Media

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Internet Search Internet Search

Pulling: Driving Consumers to a Firm’s Information

Pulling: Driving Consumers to a Firm’s Information

Behavioral targeting involves TV & Print Ad can be an avenue for

tracking consumer click patterns
on a website and using that
information to decide on
banner ad placement.
calling attention to a website. Search engine optimization (SEO) techniques to
ensure that a company's web pages are accessible
to search engines and improving the chances they
are found

SEO relates to what is termed “organic” or natural

search results.

Paid or sponsored listings are also available

through programs such as Google Adwords, where
companies pay for “sponsored” listings for specific
search term.

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 Internet Search Internet Search

Pulling: Driving Consumers to a Firm’s Information Pulling: Driving Consumers to a Firm’s Information

Website Design & Contents

Ongoing and repeat traffic requires relevant and
Paid or sponsored listings frequently updated content.
Consumers need ongoing incentives to return such
as:
• product-related news features
• user-related discussion forums
• updates on new products
“organic” or natural search A good traffic to a website can be an indicator for
Google to evaluate it as a reliable source for its user
and in turns assists the organic search.

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Marketing Strategies

Sound marketing strategies take into account the nature of information search prior to purchase.
Two dimensions of search particularly affect:
• The type of decision à level of search
• Whether your brand is in the consideration (evoked) set à direction of search

Mobile Search

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 Marketing strategies Marketing strategies

Maintenance Capture Preference

• Aim: keep the habit • Evaluate few alternatives based on • Detail and consistent information/
• Reinforcement ads limited criteria: ex: price, availability variety of sources
• Product quality improvement, • Marketing: price and distribution, target • Product improvement
distribution at channels consumers search

Disrupt Intercept Acceptance A banner ad of Sunplay Aqua White Gel 50 SPF

• Aim: break the habit • Immediate intercept while consumers • Marketing: attention, and motivate them appears when the consumers search for ”the top Intercept Strategy
• attention-attracting, compare ad search for their familiar brands to learn about/try the brand – then lead suncream suitable for Asian”.
• free sample, coupon, rebates, tie-in • Marketing: Promotion discount, point- to “Preference”
sales, point-of purchase display of-purchase • Advance product, heavy ad.

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Marketing strategies Marketing strategies

R&B Bubble Tea communicates its hot Eri International gives out 50% discount for the
40% sales on Shopee Food regularly first treatment to encourage customer to try
where information about other brands its beauty service. The average price for its
are also available and can be easily services is quite expensive. Periodic
compared. treatments in a year cost around 500 million
VND and the beauty procedures are very
Capture Strategy complicated.
Acceptance Strategy

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 Marketing strategies Marketing strategies

OMO use traditional push marketing on TV to

kept its current customers informed about its
excellent product performance.

Maintenance Strategy

Toyota Vietnam website provides all information about the product features and
comparisons between different product lines. It has a team of full-service consultants
who are ready to respond to their customers 24/7.
Preference Strategy

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Marketing strategies

Intercept Strategy
When first introduced to Vietnam, BE used the bright
color of yellow, catchy slogan “Be là tới”, and
multiple superior sales promotions for users.

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