14 Aug Assignment: Digital Consumer BehaviorIn this week’s Discussion, you profiled you

Assignment: Digital Consumer BehaviorIn this week’s Discussion, you profiled yourself as a digital consumer byanalyzing your own online purchasing habits. With this insight in mind, canyour particular habits be generalized to a larger population? As a marketer, howdo you learn about the research and purchasing behaviors of your digitalconsumers? When you market a particular product or service, it is likely thatyour target audience is a particular type of consumer (market segment)? As amarketer, it is important to think about the consumer first, as your ultimate goalis to sell products and services to consumers. Only then can a marketer begin todevelop the most effective marketing strategy, using the appropriate channels toreach the intended audience.For this Application Assignment, you analyze the purchase behavior of digitalconsumers, and how it influences marketing decisions.•To prepareReview Developing a Fine­grained Look at How Digital ConsumersBehave, provided in this week’s Learning Resources.••Review We’re All Connected: The Power of the Social Media Ecosystem,provided in this week’s Learning Resources.•View the Consumer Barometer video. Think about the process Jacquesgoes through to develop his digital marketing strategy and the information thatinforms his decisions.•Explore the Browse, Graph, and Data Map areas of the ConsumerBarometer.•◦Review You’ve Got Mobile Ads! Young Consumers’ Responses to MobileAds with Different Types of Interactivity, provided in this week’s LearningResources.•◦Review Embedded With Adidas’ Social Media Team at the World Cup inRio: Striving to be the Most Talked­about Brand at the Tournament, provided inthis week’s Learning Resources.Based on the Learning Resources, consider the following:How did Jacques use the Consumer Barometer tools to help gaininsights into the research and purchase behavior of his customers?How did the number of consumers who research Jacques’sproducts online compare to the number of consumers who actually purchase hisproducts online? How did this information influence Jacques’s digital marketingstrategy?◦What digital marketing channels did Jacques begin using as aresult of his market research? How did using the Consumer Barometer influenceJacques’s decision to use these channels?◦What insights did you gain about consumers’ purchase behavior byexploring the Consumer Barometer tools?◦What insights did you gain about how consumers research aproduct or service prior to making a purchase?Submit a 2­ to 3­page analysis of digital consumer behavior and how it influencesmarketing decisions, including the following:How can marketers gain insights into the research and purchase behaviorsof consumers?•

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