Drei Paper kann das Institut Marketing Management dieses Jahr an der Academy of Marketing Konferenz in Limerick präsentieren. Die Konferenz zieht international Marketingforscher an und neueste Trends und Forschungsergebnisse werden diskutiert. Keynotes von Google und Ryanair runden die Veranstaltung mit spannendem Praxisinput ab und sind im nachfolgenden Blogeintrag inhaltlich verdichtet.

Ausgewählte Statements

•  “I’m not a stalker, I prefer the term social media analyst”.
• “Customers between 56 and 60 years of age are most likely to spread negative eWOM“.
• “Mobile business usage: b2b less mobile focused but mobile presence remains important e.g. call back function as micromoments”.

Keynotes

Brian McCaffrey von Google erläutert in seinem Vortrag, dass die Barriere zwischen Online und Offline für die Konstruktion der Customer Journey eine Herausforderung bleibt. Kunden zum Login in eine Applikation zu bewegen, kann die Identifikation und damit die Rekonstruktion der Customer Journey wesentlich vereinfachen.

Kenny Jacobs von Ryanair erläutert, dass die Unternehmung nun einen kundenorientierteren Ansatz fährt. Sie haben z.B. das Wording angepasst “from flights to travels, from passengers to customers, from transactions to relationships” und dadurch ihre Profite um ca. 20% (66% brutto, doch der Benzinpreis hat viel davon ausgemacht) steigern können. Ryanair kann sich das leisten, denn Sie haben einen 2,5 fachen Kostenvorteil gegenüber ihrem nächsten Konkurrenten (Easyjet).

Auszüge Konferenzinhalte

Silver Surfer fanden als Zielgruppe ebenfalls Beachtung und wurden beschrieben mit den Dimensionen risikoavers (Verwundbarkeit) aber gleichzeitig geistig jung, da diese das Internet nutzen und dadurch Flexibilität und Adaptionsfähigkeit zeigen. Im United Kingdom sind Personen zwischen 56 und 60 Jahren diejenigen, welche am Häufigsten negative Mund zu Mund (WOM) Propaganda online abgeben.

Vertrauen ist ein prominentes Thema an der Konferenz und Studien aus verschiedenen Kulturkreisen wurden vorgestellt (z.B. Vereinigte Arabische Emirate [Link PDF], Gahna [Link PDF] und United Kingdom [Link PDF]).

Im E-Marketing Track werden Augmented Reality (AR) und deren neue Form der Interaction vorgestellt. Besonders wirksame Einsatzgebiete für AR sind diejenige, welche „self augmentation“ -Personen sehen sich selbst mit Produkten- ermöglichen (z.B. Schönheitschirurgie).

Mobile und Bluetooth Beacons sind ebenfalls ein Thema und vielfältige Anwendungsgebiete (z.B. Indoor Navigation) werden dadurch einfach ermöglicht. Aus Marketingsicht besteht jedoch die Gefahr, dass mit der Verbreitung der Technologie / Werbung Kunden das Bluetooth abstellen und diese Technologie dadurch ihren Nutzen verlieren könnte.

Social Media Coverage

Über die Inhalte der Konferenz wird via Social Media viel diskutiert und gepostet. Unter dem Hashtag #amcon2015 und #amcon15 kann auf Twitter der Dialog nachgelesen werden (Dr. Roger Seiler (@drs_ch), Link zu Tweets Amcon15, Link zu Tweets Amcon2015 und Senem Kavci (@SenemKavci), Link zu Tweets Amcon15, Link zu Tweets Amcon2015).

Abstracts der publizierten Artikel

Changing the warmth and competence dimensions Experimental validation in the context of insurance consultants (Dr. Roger Seiler, Prof. Dr. Jürg Hari und Senem Kavci, Link PDF)

Purpose: The Stereotype Content Model (SCM) postulates that consumers perceive other individuals primarily in terms of their warmth and competence. This also applies to sales agents. Consumers admire brands that are ‘lovable stars’ (highly competent and very warm). Since previous studies were based on explicit measures of existing people and groups, we aimed at experimentally creating the appropriate characters.

Method: Four sets of stimulus material were created using attributes and descriptions from the SCM.

Results: The results of this study fully confirm our approach. The blind perceivers judged the targets on the two dimensions of warmth and competence as intended.

Conclusions: The results confirm that it is possible to apply our model to the domain of insurance agents by using competence and likability as dimensions. Furthermore, it is possible to assess the stereotype in advance. Previous studies relied on ex-post judgments. Finally, likability and competence have a positive effect on trust. Thus both dimensions should be taken into account by management when recruiting or training their company’s representatives.

Discount vs. reward: What has greater effect on altering payment behaviour (Corinne Scherrer, Sandro Graf und Marc Blume; Link PDF)

As attitudes often diverge from the actions taken, behavioural patterns are difficult to predict and starting points for behavioural change are hard to determine. Moreover, when it comes to payment decisions, being low involvement situations in most cases, people are reluctant to changes and prefer their habitualised payment method. Considering economical advantages of new payment methods, such habitualised behaviour or inertia can be disadvantageous.

Therefore, the main focus of this research is to investigate how people change their method of payment in low involvement payment settings and what influences the costumers’ adoption of new payment methods such as contactless payment. Main factors of behavioural change have been identified and a framework for behavioural change has been developed. A large-scale field study has been conducted for the purpose of evaluating different marketing interventions regarding their effect on behavioural change and the use of new payment methods.

Key findings of the study are that treatments such as sales discounts or instant rewards are perceived differently. Whereas sales discounts are likely to have a significantly positive effect on the usage of contactless credit cards, instant rewards have no effect on the usage of con-tactless credit cards but on other contactless payment means instead.

You Remember? A Comparison of Nostalgic Ad-Evoked Responses by Baby-Boomers and Generation Y (Dr. Bettina Beurer-Züllig, Senem Kavci und Melanie Moeckli, Link PDF)

The purpose of this study is to assess emotions and attitudes induced by nostalgic advertisement in the age cohorts baby-boomers and generation Y. The results presented in this working paper are derived from the first explorative study phase. 20 semi-structured interviews incorporating nostalgic advertisements as stimuli were conducted. Interviewees were prompted about their emotions and nostalgic feelings watching the commercials. The findings show, that both groups experience positive emotions and nostalgic thoughts. Baby-boomers report more nostalgic thoughts than generation Y, suggesting that nostalgic ads trigger more personal than historical nostalgia. Persons from generation Y indicate more positive emotions, whereas baby-boomers emphasis the bittersweet character of nostalgia, implying both joy and sadness. This qualitative study serves as a first probe into ad-evoked historical and personal nostalgia and the accompanying emotions. In a second step a quantitative study (scheduled for April 2015) is conducted to elicit on the effects on attitude towards the ad and the advertised brand of both cohorts. No prior empirical study tests the different responses of baby-boomers and generation Y on ad-evoked nostalgia. The study has practical implications for marketers, as nostalgic advertising currently focuses on the large baby-boomer segment, neglecting the effects on other age groups.

Fazit

Themen wie Mobile, Customer Experience, Cross Channel und Vertrauen finden an der Konferenz viel Beachtung. Hauptherausforderungen im Marketing für Forschung und Praxis sind unter anderem Fragmentierung, Consumer Generated Content, Programmatic Advertising und neue Interaktionsformen wie Augmented Reality (AR).