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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 1
Internet Search 2.0-Personalizing the Search Experience
The Internet has dramatically expanded the ability of consumers to search for information. In the world of Web 2.0, however, most companies go well beyond simple and generic product information by providing highly personalized information and information search experiences. Consider the following: 12
• BMW was perhaps the first automobile company to take its website to the next level. Not only does it provide detailed information about each make and model, but it also allows consumers to build their own cars from the "ground up," choosing exterior and interior colors, packages, accessories, and so on. Information about options, features, and price is included along the way, as are realistic 360° visuals. According to one BMW representative, its website changes the way consumers search for and purchase their cars, with many coming into the dealership with their BMW already "picked out." Other features of its site include BMW TV, links to BMW brand communities, and a news feed.
• Nike's website has various pages relating to its shoes and apparel. However, it goes well beyond a place to find out information about shoes. For example, Nike+ is an online interactive tool that interfaces with special Nike equipment to allow runners to get real-time feedback while running through an armband or iPod, upload data and track goals, and connect and compete with others. It is so popular that 90 percent of Nike+ runners say they would recommend it to a friend. They have a runner's blog, forums, a news tab, and customized training programs. And this is only for running. They have similarly sophisticated sites for basketball, soccer, and so on.
Note how each site goes beyond generic product information by personalizing information to each customer. In the case of BMW, its search tool allows each customer to "search" for just the right car via its interactive "build your own car feature." In the case of Nike, the interactive tool customizes the information it provides to each user based on personal goals and performance. Personalizing information search is critical to a more positive and engaging information search experience.
What is the difference between generic information and personalized information
The Internet has dramatically expanded the ability of consumers to search for information. In the world of Web 2.0, however, most companies go well beyond simple and generic product information by providing highly personalized information and information search experiences. Consider the following: 12
• BMW was perhaps the first automobile company to take its website to the next level. Not only does it provide detailed information about each make and model, but it also allows consumers to build their own cars from the "ground up," choosing exterior and interior colors, packages, accessories, and so on. Information about options, features, and price is included along the way, as are realistic 360° visuals. According to one BMW representative, its website changes the way consumers search for and purchase their cars, with many coming into the dealership with their BMW already "picked out." Other features of its site include BMW TV, links to BMW brand communities, and a news feed.
• Nike's website has various pages relating to its shoes and apparel. However, it goes well beyond a place to find out information about shoes. For example, Nike+ is an online interactive tool that interfaces with special Nike equipment to allow runners to get real-time feedback while running through an armband or iPod, upload data and track goals, and connect and compete with others. It is so popular that 90 percent of Nike+ runners say they would recommend it to a friend. They have a runner's blog, forums, a news tab, and customized training programs. And this is only for running. They have similarly sophisticated sites for basketball, soccer, and so on.
Note how each site goes beyond generic product information by personalizing information to each customer. In the case of BMW, its search tool allows each customer to "search" for just the right car via its interactive "build your own car feature." In the case of Nike, the interactive tool customizes the information it provides to each user based on personal goals and performance. Personalizing information search is critical to a more positive and engaging information search experience.
What is the difference between generic information and personalized information
Explanation
Verified
Verified
Online retailing means selling of goods ...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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