{"id":603,"date":"2011-03-23T11:15:42","date_gmt":"2011-03-23T09:15:42","guid":{"rendered":"http:\/\/www.imunteanu.com\/?p=603"},"modified":"2019-07-28T19:15:45","modified_gmt":"2019-07-28T19:15:45","slug":"marketing-online-si-psihologia-consumatorului","status":"publish","type":"post","link":"https:\/\/imunteanu.com\/ro\/marketing-online-si-psihologia-consumatorului\/","title":{"rendered":"Marketing Online si Psihologia Consumatorului"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>This article has no English translation.\u00a0<\/strong><\/p><\/blockquote>\n\n\n<p>Marketingul si comportamentul consumatorului sunt intr-un \u201cping-pong\u201d permanent. Modul in care indivizii se comporta in fiecare etapa a procesului de cumparare si motivele pentru care reactioneaza in diverse feluri au dat batai de cap deopotriva economistilor, antropologilor, psihologilor, sociologilor si oamenilor de marketing.<!--more--><\/p>\n<p><a title=\"John B. Watson\" href=\"http:\/\/en.wikipedia.org\/wiki\/John_B._Watson\" target=\"_blank\" rel=\"noopener noreferrer\">John B. Watson<\/a> sugereaza pentru prima data ca anunturile Johnson &amp; Johnson sa se bazeze pe anxietatea si pe starea de nesiguranta a mamelor. Aceasta tehnica prin care se identifica impactul emotional al reclamelor care determina o actiune a reprezentat un moment important in psihologia consumatorului.<\/p>\n<p>Pe aceasta baza, marketing poate proiecta si implementa strategii de comunicare care vizeaza grupuri specifice de consumatori bazat pe profilurile lor psihologice, sau mai bine spus, bazat pe profile lor psiho-socio-demografice.<\/p>\n<p>Vizitatorii, vizitele, cei care dau click, cei care vad reclamele si fac afisarile pe siteuri nu sunt doar numere in <a href=\"https:\/\/accounts.google.com\/signin\/v2\/identifier?service=analytics&amp;passive=1209600&amp;continue=https%3A%2F%2Fanalytics.google.com%2Fanalytics%2Fweb%2F%23&amp;followup=https%3A%2F%2Fanalytics.google.com%2Fanalytics%2Fweb%2F&amp;flowName=GlifWebSignIn&amp;flowEntry=ServiceLogin\">Google Analytics<\/a> sau in <a href=\"http:\/\/www.trafic.ro\">Trafic.ro<\/a>. Consumatorii care folosesc internetul nu se opresc acolo, acestia au o viata offline si ceea ce fac influenteaza felul in care navigeaza si interactioneaza cu mesajele pe internet.<\/p>\n<p>Putem fi pacaliti cand construim profilul de audienta sa ne limitam la actiunile pe care utilizatorul le face online, si de aici sa tragem concluzii precum: intra pe retele sociale, mai mult pe reteaua x, intra pe siteurile de stiri, cauta pe Google. Lucruri adevarate, insa acestea nu ne spun mai nimic despre segmental vizitat si nu ne ajuta in constructia comunicarii si cu siguranta nici nu atrag atentia acestui segment.<\/p>\n<p>Oricat ne-ar placea sa marcam drept speciali consumatorii online, acestia nu reprezinta doar impulsuri electrice transmise prin mouse sau tastatura, acestia sunt oameni care au experiente de tot felul inainte si dupa ce apasa pe mouse si pe taste.<\/p>\n<p>O tanara mama care a iesit la cumparaturi in supermarket la ora 19:00 si se intalneste cu o prietena din copilarie va intra, cand ajunge acasa la ora 21:00 si va adauga prietena in grupul de prieteni de pe <a title=\"reteaua sociala favorita linkedin\" href=\"http:\/\/www.imunteanu.com\/linkedin-ads-in-romania.html\" target=\"_blank\" rel=\"noopener noreferrer\">reteaua sociala favorita<\/a>, va da click pe linkul de pe wall-ul prietenei si va aceesa o stire despre domeniul financiar pentru ca rezoneaza cu domeniul ei de activitate.<\/p>\n<p>Asta este doar unul dintre scenariile posibile care trebuie luate in considerare, pentru ca, in scenariu de mai sus exprimat un mesaj de forma \u201cRegaseste-ti prietenii din copilarie care lucreaza in acelasi domeniu cu tine\u201d reprezinta un mesaj care ar atrage atentia.<\/p>\n<p>Ca sa recapitulam:<br>\n&#8211; Marketingul si psihologia consumatorului sunt intr-un permanent \u201cping pong\u201d<br>\n&#8211; Consumatorii online sunt mai mult decat clickuri, vizite, afisari<br>\n&#8211; Sa nu analizam doar activitatea online a segmentului de audienta dorit<br>\n&#8211; Actiunile pe care le facem in viata de zi cu zi ne definesc actiunile online<br>\n&#8211; Constructia de scenarii ne ajuta sa intelegem unde si ce mesaje sa folosim<\/p>\n<p>Trimiteti pe email scenariul sau scenariile pe care il imaginati voi ca sunt potrivite pentru segmentul vostru de audienta. Cel mai bun scenariu va fi publicat si comentat pe iMunteanu.com.<\/p>","protected":false},"excerpt":{"rendered":"<p>This article has no English translation.\u00a0 Marketingul si comportamentul consumatorului sunt intr-un \u201cping-pong\u201d permanent. Modul in care indivizii se comporta in fiecare etapa a procesului de cumparare si motivele pentru care reactioneaza in diverse feluri au dat batai de cap [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128],"tags":[260,261,170,262],"class_list":["post-603","post","type-post","status-publish","format-standard","hentry","category-best-of-online-marketing","tag-comportamentul-consumatorului","tag-consumatori","tag-marketing-online","tag-psihologia-consumatorului"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Online si Psihologia Consumatorului - (ro) iMunteanu.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/imunteanu.com\/ro\/marketing-online-si-psihologia-consumatorului\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Online si Psihologia Consumatorului - (ro) iMunteanu.com\" \/>\n<meta property=\"og:description\" content=\"This article has no English translation.\u00a0 Marketingul si comportamentul consumatorului sunt intr-un \u201cping-pong\u201d permanent. 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