Influence of marketing campaigns on consumers’ behaviour

XXIX Международный конкурс научно-исследовательских и творческих работ учащихся
Старт в науке

Личный портфель

Influence of marketing campaigns on consumers’ behaviour

Шевцова Е.И. 1
1Школа 1529 имени А. С. Грибоедова
Маркова Г.П. 1
1Школа 1529 имени А. С. Грибоедова
Автор работы награжден дипломом победителя II степени
Диплом школьникаСвидетельство руководителя
Текст работы размещён без изображений и формул.
Полная версия работы доступна во вкладке "Файлы работы" в формате PDF

INTRODUCTION

This research work is dedicated to: the influence of marketing campaigns on consumers' behaviour

The subject: methods and strategies used by marketing companies to make an impact on customers' decision of purchasing different goods and products.

ThetasksIsetformyselfintheresearchare:

  1. Todeterminethemainstrategiesandmethodsusedinmarketing

  2. Tomakecomparisonbetweenmarketingstrategiesandmethodsusedforadvertisingindifferent countries

  3. Todistinguishthemostsuccessfulmarketingstrategyanddefineits influence

Tosolvethesetasks,Iusedthefollowing methods:

  • syntacticandsemanticanalysis;

  • observation;

  • description;

  • comparison;

  • illustrativemethod;

  • computertrackingprocedure.

The hypothesis of the work is that marketing campaigns have a great impact on consumers’ buying decisions

Theresearchwasconductedinthreeinterrelated stages:

  1. Analysisofliteratureontheproblematthefirst stage;

  2. Thetheoreticalbasisofthestudywithexamplesandquotesillustratedtheinfluenceof marketing campaigns on consumers;

  3. Generalizationoftheresearchresultsanddrawingfinal conclusions.

Thepracticalsignificanceoftheresearchliesinthepossibilityofapplyingitsresultsinpractice by students who consider getting education in the spheres of marketing and finances in future. It can also help solve the problem of receiving school education for children whose families are constantly moving from one country to another.

    1. Mainpart

      1. Definitionoftheconcept“Marketing”

Marketing is the promotion of products. The primary goals of marketing are to understand what consumers want, how to satisfy their needs, and sell them a product to generate a profit.

There are over two thousand definitions of marketing. American economist and marketer Philip Kotlerwrites in his book "Fundamentals ofMarketing": "Marketingis ahuman activitydesigned to satisfy needs and wants through exchange."

TheAmericanMarketingAssociationdefinesitas:"Marketingistheprocessofplanningand executing, pricing, promoting, and selling ideas, goods, and services through exchanges that satisfy the goals of individuals and organizations."

Marketing is a basic business function, a collection of manyprocesses. At the same time, it is an academic discipline taught in universities and business schools. It encompasses many concepts, tools, and methods.

Different specialists are involved in different marketing processes, from contextualists to copywriters. But marketersareultimatelyresponsiblefor everything. Small companies mayhave a single marketer who manages contractors and does some of the work themselves. Large companies may have a staff of marketers, led by a marketing director.

Objectivesofmarketing

Withoutmarketing,acompanyrisksgoingunnoticed.Eventhebestproductwon'tgenerate profit if no one knows about it. Marketing solves this problem:

  1. Ithelps attractnewcustomers

  2. Itbuildstrustand loyalty

  3. Itincreasessales

  4. Itmakesthebrandrecognizable

  5. Itretainscustomers andreduceschurn

Marketing doesn't have a single objective. The primary goal of marketing is to ensure a company's profit and competitive advantage.To achieve this, specialists solve several problems simultaneously.

      1. Historyofmarketing

Historically, the concept of marketing revolved around presenting a product or service to potential buyers in a way that aligns with their needs or desires. However, the emergence of modern marketing tools and methodologies, coupled with a growing understanding of human psychology, has enabled businesses to not onlyrespond to consumer needs but also anticipate andevenshapethem.Theinfluenceofpersuasiveadvertising,viralmarketingcampaigns,and strategically placed products has repeatedly manifested itself in changing market trends.

Nevertheless,nomatterhowpowerfulmarketingstrategiesmaybe,consumerchoicesare influenced by many factors.Personal experience, social norms, cultural background and

economic factors all play a role in the decision-making process and make the relationship betweenmarketingstrategiesandconsumerchoicesnotjustacause-and-effectrelationshipbuta complex interaction of various factors.

Theevolutionofmarketing

The evolution of marketing and its influence on the consumer choice of the marketing path as an influential tool for the formation of consumer choice can be traced before ancient civilizations, where merchants used elementary strategies to distinguish their products from competitors' goods. Over time, with the emergence of mass production and broader markets, the need to differentiate products and attract specific consumer segments has become paramount.

At the end of the 19th and early 20th centuries, the glossary of the printed advertising and the birth of brands was brought to marketing a more complex level. Advertising not only provided information about the goods, but also began to build the narration around them, which were aimed at calling emotions, aspirations and sense of identity from consumers. Such marketing efforts turned products from simple goods to lifestyle symbols, status and personal values. The classic example can be found in the automobile industry, where cars were sold not just as a means of movement, but also as symbols of freedom, luxury or harsh individualism.

Television and radio flourishingin themiddleofthe20th centuryhas furtherexpanded thescope and the influence of marketing. These funds allowed the companies to create powerful audiovisual stories covering a wider audience and leaving indelible impressions. The convincing force ofjingles, memorablephrases and exciting visual effects played akeyrolein theformation of consumer choice in various sectors.

The second half of the 20th century, with the invention of the Internet, marked the paradigm shift. Digital marketing, with its ability to involve consumers in an interactive process, opened unprecedented opportunities and problems. The Internet democratized information by providing consumers the opportunity to easily explore, compare and criticize products. Consequently, marketing strategies evolved to purely convincing and attractive information. This digital eraalso opened the ability to personalize. Having at its disposal huge amounts of data, companies now can adapt marketing messages to individual consumer preferences, their behavior and history. Such targeted marketing, with effective implementation, can potentially cause a deeper response from consumers, which will lead to higher conversion and loyalty indicators to the brand.

The evolution of marketing strategies over the centuries reflects continuous adaptation to changing consumer conditions and technological advances. Each era brought with them unique challenges and opportunities, but the main goal remained unchanged: influence the choice of consumers in the competitive market. Today, when marketing enters a new phase, formable by artificial intelligence, augmented realityand ahyperstituted global audience, an understanding of its historical trajectory becomes even more important for future success

    1. Methodsinmarketing

Marketing methods are structured approaches to promoting products and services aimed at attractingandretainingcustomers.Thekeygoalofthesemethodsistocreateastrongconnection between the brand and the consumer, based on the value proposition. Unlike disjointed tactical efforts, effective marketing strategies are built around long-term business goals.

According to a McKinsey study, companies with an integrated marketing approach are 58%more likely to exceed growth targets. This is because a well-thought-out marketing strategy allows to:

  1. Identifyandattractthetargetaudiencecost-effectively

  2. Buildlastingcustomerloyaltytothebrand

  3. Differentiatetheproduct fromcompetitive offerings

  4. Ensureasteadyflowof conversionsand sales

  5. Scalingthebusinesswith apredictableROI

Traditionalmethod

Despite rapid digitalization, traditional marketing methods remain effective when used correctly. According to Marketing Sherpa, 82% of consumers still trust print advertising when making purchasing decisions. Classic marketing tools are especially effective for local businesses and when targeting older audiences.

  1. DirectMarketing:Personalizedoffersthroughmailings,catalogs,orphonecalls.Modern implementations incorporate personalization based on big data.

  2. Print Advertising: Placement in specialized publications with a high level of audience trust. Effective for the B2B segment and premium goods.

  3. OutdoorAdvertising:Billboards,signs,transitadvertising.Today,itiscomplementedby interactive elements and QR codes for connecting with digital channels.

  4. Event Marketing: Organizing events, exhibitions, and presentations.Creates an emotional connection with the brand and networking opportunities.

  5. PR and media relations: building a media presence through press releases, interviews, andexpert commentary. Enhances brand reputation and trust.

Comparativeanalysisoftheeffectivenessoftraditionalmarketingmethods:

Traditional marketing methods require modern adaptation for maximum effectiveness. For example, incorporating QR codes into print advertising creates a bridge between offline and online interactions, while big data analysis helps to more precisely target even traditional channels like outdoor advertising.

Keytrendsin theevolutionoftraditionalmarketingmethods:

    1. Integrationwithdigitaltechnologiestoexpandengagement opportunities

    2. Increasingpersonalizationthroughdataanalytics

    3. Focusonsustainabilityandeco-friendliness(e.g.,usingrecycledmaterialsinprinted materials)

    4. Creatingimmersiveexperiencesthrough augmentedrealityintraditionalchannels

    5. Developmentoflocalmarketingtailoredtothespecificneedsofspecificcommunities.

Digitalmethod

Digital marketing offers unprecedented opportunities for precise targeting, measuring results,and scaling campaigns. According to eMarketer, global digital marketing spending exceeded traditional advertising for the first time in 2019 and continues to grow annually by 15-17%.

  1. Content Marketing: the creation and distribution of valuable, relevant content to attract and retain a clearly defined audience. According to research by the Content Marketing Institute, companies with a documented content strategy are 64% more effective in achievingmarketing goals.

  2. SEO Optimization: a set of measures to improve website visibility in search engines. It ensures stable organic traffic with high conversion rates at a relatively low cost of customer acquisition.

  3. Email Marketing: personalized communications viaemail. Accordingto Campaign Monitor, the average ROI of email marketing is 4200%—$42 for every dollar invested.

  4. SMM (Social Media Marketing): promotion through social platforms with a focus on building a brand community and engaging audiences.

  5. Search engine advertising (PPC): a pay-per-click model that allows for quick targetedtraffic from search engines with precise targeting of search queries.

Additionaleffectivedigitalmethods include:

  1. InfluencerMarketing:collaboratingwithopinion leaderstoreachtheir audience

  2. Remarketing:targetedadsforuserswhohavepreviouslyinteractedwiththe brand

  3. Affiliate Marketing: attracting customers through a network of partners with pay-per-conversion rates

  4. MobileMarketing:specializedstrategiesformobile users

Contextual Advertising: placing ads on thematic resources with pay-per-action rates. Each of these methods has itsown application specifics and optimal use cases. It is important to notethat maximum effectiveness is achieved by integrating various digital channels into a unifiedstrategy.

https://loyaltylion.com/blog/how-the-ecommerce-customer-journey-changed-in-2022

    1. Examplesofthemostpopularmarketingcampaigns Outstanding campaigns in Russia

  1. AspontaneouscampaignwithW......andD....

W..... launched its first outdoor advertising campaign featuringmale names and the slogan "Pay for her basket on W...." The campaign quickly became viral, and other brands began to "respond" to the marketplace on their own banners. Y... T.. encouraged her to take a vacation, M...encouraged her to listen to music on streaming, S.. B... encouraged her to start her own business, and the manufacturer of S.... C.... pelmeni suggested that she eat before making decisions. The names on the billboards varied, but D...was the most frequently mentioned.

The madness was brought to an end byW..... The marketers launched a new bannerfeaturingDmitryM.andthecaption "Ipaidforherbasketon W.....Thank youall!" The positive singer perfectly concluded the battle of brands.

https://vc.ru/marketing/1974965-kofermaniya-platnaya-voda-i-marketingovye-oshibki https://media.paper-planes.ru/post/primery-uspeshnyh-marketingovyh-strategiy

  1. MarketingofC......

С....... is a trendsetter in the development of gastronomic culture: more than 40 restaurants with delivery options in Moscow and the Moscow Region.

Someelements ofthemarketingstrategyof"C....":

Personalized audience engagement. For example, in 2023, the "C......" team developed a solution to build a unified communication strategy across CRM and performance channels. The idea is to set up communication chains considering which advertising campaigns brought the guest and what actions they took afterward.

Ulyana T.,DirectorofLoyaltyandCRMatC.....:

"With the CDP platform's tools, we decided to use the ad campaign label as a segmentation condition and run specific scenarios in the CRM for such users: on-site and web-pushcampaigns, as well as cascades of familiar direct communication channels: email, app-push, while monitoring revenue from each guest in real time."

Examplesofpop-ups:

For example, after a guest made a purchase on our website from an advertising campaign, they received an email asking for feedback and were redirected to a website page with a pop-up NPS survey. Additionally, we created several segments based on customer activity (frequency and accumulated purchase amount over a period) and set up performance-based remarketing campaigns aimed at re-engaging the audience and increasing their purchase frequency.

Emailsenttotheguestaftermakingapurchase:

Use of creative tools. For instance, in 2021, to promote the takeawayorderingservice through its own mobile app, "K....." created a series of branded prints with the slogan "Time to not wait, but...".

Creative campaign for the sub-brand "K..... Bez Tarelok" (2021). They filmed in the interiors of the first "K..... Bez Tarelok" at Usachevsky Market, developed the brand's website, and created copy lines consisting of two parts: static and dynamic.

OutstandingcampaignsinChina

  1. MarketingofW..C..

W..C.. isn’tjustanapp—it’sChina’sdigitalgateway.

With over 1.26 billion active users, W..C.. is where Chinese consumers connect, shop, and engage with brands daily. If you’re looking to enter the Chinese market, understanding how to market on W..C.. is no longer optional—it’s essential.

Designing a W...C... Mini program that offers something useful or entertaining to your target audience is a marketing tactic that is used by most of the brands that are present on W...C.... A W...C... marketing strategy that involves a Mini Program is tailored to your audience’s preferences and needs. This can drastically increase engagement and turn your potential customers into loyal ones, fostering a community atmosphere and encouraging purchases.

  1. L...teamsupwithH....bikeforcitywide“golden-ride”

From February 21 to March 6, L... collaborated with H... B... for a limited “Golden Ride” initiative to generate excitement for the launch of its C...L... flagship in Shanghai. Gold-painted shared bicycles were placed throughout the city and could be booked via the H.. app. Riders who completed a three-kilometer journey received a digital badge, which could be exchanged for a L... lookbook and a free coffee. What could have been an ordinary commute turned into a mini urban treasure hunt, integrating the brand into playful,everyday experiences.

The brilliance of this concept was in its choice of medium. By utilizing shared bicycles—one of the most accessible and visible forms of transportation in the city—L... enhanced the store opening in a manner that resonated with Shanghai’s rich cycling culture. The new C... L..., featuring a unique gold-ceramic-tiled façade, extended this theme to the bikes themselves, effectively transforming a static landmark into a dynamic one.

The experience—from reserving a bike online to locating it on the street, completing the ride,and receiving a tangible reward—reflected the exploratory and social tendencies of Gen Z users. Through these small rituals of searching and discovering, the activation turned the store opening into an immersive and shareable event.

Outstandingcampaignsinthe USA

    1. C.....-C.......:EmotionalPositioningandPersonalization

C....-C.....'s marketing strategy demonstrates its ability to maintain leadership over the decades. Attheheartofthisapproachisthecreationofanemotionalconnectionthroughassociationswith moments of happiness and togetherness. The company sells not just a beverage, but emotionsand experiences. The Share a C.... campaign became an example of personalization: names on bottlestransformeda standardproductintoapersonalgift.Thissparkeda wave ofuser-generated content on social media. The global consistency combined with local adaptation is a strong point of the strategy. C.....C.... maintains a unified brand philosophy across all countries while adapting campaigns to the cultural nuances of each region. Sponsorship of major events ensures the brand's constant presence.

    1. Analyticalpart

      1. Typesofdigitalmarketing

Thepiechartpresentsthetypesofdigitalmarketingcampaignswhichinfluence consumers

Picture1

      1. Otherfactorsinfluencingconsumers’decision

Thepictureillustratesfactorsapartfrommarketingcampaignsthatinfluenceadecisionofa consumer.

Picture2

Thegraph presentsthemodel ofaconsumerbehaviorwhenmakingapurchase

Table1

The line graph compares eight most effective tactics in marketing. Notably, the email marketing takes the lead in this respect, whereas the least effective tactic is testing and optimization.Asforthesocialmediamarketing,itseffectivenessisaccountedfor26%. Similarly, the webinars or virtual events tactic is reported to have the same share of usefulness.

Table2

Thegraphshowstheimpactofemailmarketingonpurchasedecisionoffivedifferent age groups of consumers

Table3

      1. Resultsofthesurvey

Thegraphshowstheresultsofthesurveyon howeffectiveistheinfluencermarketing on the customers’ behaviour to purchase goods.

Table4

CONCLUSION

In conclusion, it became evident that the main goals of the research: to determine the main strategies and methods used in marketing as well as make comparisons between marketing strategies and methods used for advertising in different countries and distinguishing the most successful marketing strategy were reached. I managed to investigate the subject by picking up the most reliable, up-to date and fascinating informational resources.

While I was working on the paper, I realized how important was to carefully examine the most influential marketing strategies, which are likely to prevents customers from unnecessary consumption. Moreover, companies need marketing strategy tools to achieve its goals: increasing market share, occupying a niche, or meeting revenue targets.

Despite a lot of differences in promotion of the products in countries such as Russia, China, and the USA, all of the countries succeeded in promotion of their goods, which, eventually led to highmarketabilityandcompetitiveness.Thegivenexamplesofmarketingcampaignsandoverall its increase all over the world, highlights the importance of a unique and high-tech approach.

The analytical part of my research consists of different diagrams, tables, pie charts and theresults of the survey. I have picked a lot of materials such as books, articles and the information from different websites. The statistics review factors that impact the decision of consumers, the model of customers’ behavior when purchasing goods, and the most effective tactics in marketing. Furthermore, I have examined the marketers’ opinion on the effectiveness of influencer marketing. It becomes evident that digital types of marketing strategies and methods will remain being by far the most impactful.

The practical significance of my inquiry lies in enhancing the marketing literacy of both my peersandtheirparents.Asmembersofaconsumer-drivensociety,developingthisunderstanding is essential to fostering mindful consumption, enabling us to resist impulsive spending and make more strategic, well-informed purchasing decisions.

LITERATURE

Textbooks:

  1. Ciadlini,RobertB.Influence:ThePsychologyofPersuasion.NewYork:William Morrow, 1984. 320 p.

  1. Moore,GeoffreyA.CrossingtheChasm. NewYork: HarperBusiness, 1991.256 p.

  1. Godin,Seth.PermissionMarketing.NewYork:Simon&Schuster,1999.272p.

  1. Ellis,Sean,andMorganBrown.HackingGrowth.NewYork:CrownBusiness,2017. 320 p.

  1. Ries,jackTrout.The22ImmutableLawsofMarketing.NewYork:HarperBusiness, 1993. 160 p

Websites:

  1. https://www.marketingforward.com

  1. https://www.consumerinsight.com

  1. https://www.campaignblueprint.io

  1. https://www.marketingcornerstone.org

  1. https://www.theroiroom.com

  1. https://www.brandpulse-analytics.com

Просмотров работы: 5