Content: All
Region: United States
Year: 2010

Understand Consumer Behavior

It’s an adage as old as the advertising industry itself: know your customer. Digital media gives marketing professionals extraordinary new tools for acquiring detailed information about and reaching consumers. But the proliferation of new media also raises our curiosity. What are consumers’ general media habits like? How do they toggle between online and offline? Is your customer more impulsive or thoughtful?

Here at Think Insights with Google, we're curious about all these human behaviors too. Lucky for you, we've done all the heavy lifting. You can find something about your consumer here, across virtually every media platform and most major industries. So go ahead, get to know your customer.

Studies

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Videos

  • Relevant Moments Play Video

    Relevant Moments

    Interview

    Relevant Moments

    Kara Segreto, Head of Marketing for Prudential Retirement Services, discusses the proliferation of marketing touch points. She argues that reaching customers at moments in which your brand may be highly relevant to their lives is more efficient than flooding them ...

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  • Use All Channels Play Video

    Use All Channels

    Interview

    Use All Channels

    Tom Kelly, VP of Corporate Internet Marketing at New York Life, points out that as customers are more digitally-savvy, his company must make itself accessible through multiple channels. With insurance, normal contact points are only a few per year, so ...

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  • Insight & Revelation Play Video

    Insight & Revelation

    Case Study

    Insight & Revelation

    Rob Brosnan, Senior Director of Strategic Marketing at Seton Hall University, explains that, before digital channels, his organization relied on live events to gain feedback. Now, customer response is more forthcoming. With social, he found that questions such as "what ...

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  • Paradigms of Listening Play Video

    Paradigms of Listening

    Interview

    Paradigms of Listening

    Todd Watson, eRelationship Manager at IBM, advises marketers to constantly monitor the marketplace. Be selective and try to follow thought leaders and evangelists. Listen closely to your own customers.

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  • Connecting Core Values to Consumers Play Video

    Connecting Core Values to Consumers

    Interview

    Connecting Core Values to Consumers

    Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, shares how brands are beginning to realize that being meaningful in people's lives means supporting things that people care about, often ...

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  • Customers Need Answers Play Video

    Customers Need Answers

    Interview

    Customers Need Answers

    Joshua Palau, VP Search Engine Marketing at Razorfish, explains that health marketing should provide useful information. For example, if a person performs a search as the result of a diagnosis, the first thing they receive should not be a sales ...

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  • Vocabulary for Health Play Video

    Vocabulary for Health

    Interview

    Vocabulary for Health

    Robert Brown, CMO of Eli Lilly and Co., says that health advertising is helpful because sometimes people don't have the vocabulary to communicate what is going on with their health. Advertising can help focus awareness and expedite the conversation between ...

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  • Consumer Testimonials Play Video

    Consumer Testimonials

    Interview

    Consumer Testimonials

    Liz Cahill, VP of Marketing for Lee Jeans, discusses a recent trend that uses consumer testimonials. Marketers have to be careful not to cross the line into overproduced and inauthentic. Consumers will know if actors are being used.

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  • Consumers Lead Digital Play Video

    Consumers Lead Digital

    Interview

    Consumers Lead Digital

    Barry Wacksman, Chief Growth Officer of R/GA, believes that with the exception of Apple, most marketers are being led by the consumer. This is the opposite of the analog age, when advertisers effectively used television to drive consumption.

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  • Kindness & Empathy Play Video

    Kindness & Empathy

    Case Study

    Kindness & Empathy

    John Gerzema, , Chief Insights Officer at Young & Rubicam, describes the most surprising recent change in consumer behavior as a shift toward kindness and empathy. Consumers want companies to understand them. Bank of America's "Keep the Change" and Hyundai's ...

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  • Personalization & Choice Play Video

    Personalization & Choice

    Interview

    Personalization & Choice

    Thomas O'Toole, CMO of UAL Corporation, explains that digital innovation allows a brand to offer a wide range of choices to all customers while giving each customer personalized attention.

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  • Travel Customization Play Video

    Travel Customization

    Interview

    Travel Customization

    Thomas O'Toole, CMO of UAL Corporation, discusses the marketing opportunities available to travel marketers between the time a trip is booked and the time the trip is taken. Customization of the travel experience is facilitated by digital, and marketers have ...

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