The invention of social media had one of the biggest impacts on how people live today. Not only communication has changed, even more it influences the whole perception and creation of reality.
Throughout history, developments in communication and technology have gone collateral. Technological advances, such as the internet, social media and mobile devices, have changed human behavior and communication. Back in 1980, Toffler describes in his book "The third wave" how society had progressed through three historic waves. The first one started from a hunter-gatherer structure to transform to an agriculture society. Second, the industrial age with its technological advances, starting to provide mass distribution of consumption, media, education and entertainment. The third wave is the so called "Information Age", when knowledge began to become more valuable over material items, and it has just begun. New inventions, like virtual reality, voice recognition, and connected mobility are going to permeate society in the future. Entrepreneurs need to make use of these trends to thrive in an omni-connected, always-online and non-real world.
The online marketing, digital branding and social media communication strategy represented in this paper, is created for a car brand. In this essay, the company BMW is going to be used as a substitute, to show how the strategy can be adapted to a specific brand.
Table of Contents
I. Introduction
II. Theoretical Background
1. The creation of reality in todays world
2. The evolution of the second screen
3. The impact of the subconscious mind on decision making
III. Online Marketing, Digital Branding and Social Media Communication Strategy
4. Market trends
4.1 Automotive technology advances
4.2 Mobile marketing
4.3 Video marketing
4.4 The role of mobile apps
5. Online Marketing, Digital Branding and Social Media Communication Strategy for BMW
5.1 Introduction
5.2 Target group
5.3 Communication Strategy
5.3.1 Objective
5.3.2 The Communication Strategy
6. Assessment
Objectives and Core Topics
The paper explores how modern communication strategies, specifically leveraging virtual reality and digital integration, can effectively target the subconscious mind of consumers in the automotive industry. By examining the shift from traditional to digital media, the work aims to determine how brands can create a shared reality with their audience to influence purchasing decisions.
- Theoretical foundations of reality perception and communication
- The role of the "second screen" in modern consumer behavior
- Psychological impact of the subconscious mind on purchasing decisions
- Emerging market trends in automotive technology and digital marketing
- Development of an integrated social media and VR-driven communication strategy for BMW
Excerpt from the Book
3. The impact of the subconscious mind on decision making
According to Harvard Business School professor Gerald Zaltman, 95 percent of a purchasing decision takes place in the subconscious mind. To reach the subconscious mind, the communication concept has to arouse positive emotions (Mahoney, 2003). „All purchase behaviour is emotional! So, if you want to maximize your marketing results, your marketing needs to evoke an emotional response in your prospective client’s heart and mind.“ ( Shapiro, 2013). The great part of the mental processes are sensory intuitive, therefore the impact of the emotional brain is 10 times bigger than the rational brain. The greater range of sensory impact communication creates, the deeper the experience is connected in the subconscious mind of the audience (Shapiro, 2013). To expand the audience, a communication approach needs to address all senses to reach visual, kinaesthetic and auditory people.
Not only colour, taste, smell, acoustic, shape, message and price is triggering an emotional response. To achieve actions from the recipient, one needs to provoke motivations as well. The most prevalent motivations behind an action are either or in connection, to defend yourself, bond with other people, acquire something beneficial, or learn something (Kahnemann, 2011). Behind every purchasing decision, the customer has at least one of these motivations. Consequently, advertising initiatives need to reflect these motivations that customer can identify with them and want to purchase the product or service. Out of this reason, social media works so well, because it combines all motivations in within one medium.
The goal for businesses is to forecast the customer's decision making process and create the communication strategy that conveys the right motivations in order to engage the audiences interest, influence their emotions and impact them in a way that leads them to a purchasing decision.
Chapter Summary
I. Introduction: Outlines the historical evolution of communication and technology and introduces the concept of the "Information Age".
II. Theoretical Background: Explores the philosophical perception of reality, the influence of the "second screen", and the role of the subconscious in purchasing behavior.
III. Online Marketing, Digital Branding and Social Media Communication Strategy: Analyzes market trends and provides a comprehensive, VR-enhanced marketing strategy for the BMW brand.
Keywords
Digital Marketing, Social Media, Virtual Reality, Subconscious Mind, BMW, Automotive Industry, Consumer Behavior, Communication Strategy, Second Screen, Branding, Innovation, Decision Making, Connected Car, Millennial Targeting, User Experience.
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on the intersection of digital communication strategies and consumer psychology within the automotive sector, specifically investigating how VR and digital touchpoints can influence the subconscious.
What are the core thematic fields?
The core themes include social construction of reality, digital marketing trends, consumer psychology, and the strategic application of immersive technologies in brand communication.
What is the primary research goal?
The goal is to demonstrate how a brand can align its communication strategy with the subconscious motivations of consumers to improve engagement and purchasing decisions.
Which scientific methods are employed?
The paper utilizes a literature-based theoretical approach, applying philosophical concepts (Plato) and psychological theories (Zaltman, Kahneman) to current marketing practices, followed by a proposed assessment using biometric research.
What topics are covered in the main section?
The main section covers market trends like connected vehicles, mobile and video marketing, as well as a specific, detailed communication campaign proposal for BMW.
Which keywords characterize this work?
Key terms include Digital Branding, Subconscious Mind, Virtual Reality, Communication Strategy, and Consumer Behavior.
How does the paper relate Plato's "Allegory of the Cave" to modern marketing?
The author uses the allegory to explain how mass media and social media act as "puppeteers," setting the agenda for what consumers perceive as reality in the digital age.
Why is the "second screen" phenomenon significant for businesses?
It represents both a challenge, as it can disrupt attention, and an opportunity for businesses to gain direct feedback and interact with consumers across multiple digital channels.
What specific campaign elements are proposed for the BMW strategy?
The proposed strategy includes an integrated mobile app, a "City Tour" campaign featuring VR test-drive experiences, and a strategic use of social media storytelling to create a memorable brand experience.
How does the author suggest measuring the success of the campaign?
The author suggests using biometric research methods, such as eye-tracking, EEG (Electroencephalography), and Galvanic Skin Response, to analyze emotional and motivational audience responses.
- Citar trabajo
- Pauline Possin (Autor), 2017, Development of an Online Marketing, Digital Branding and Social Media Communication Strategy for BMW, Múnich, GRIN Verlag, https://www.grin.com/document/380445
