Marketing strategies through customer attention: beyond technology-enabled Customer Relationship Management

Abstract

This paper presents a conceptual analysis of utilising aspects of contemporary psychological theories to develop marketing practice. It attempts to extend our understanding of identified approaches which frequently fail to recognise the subtle complexities associated with customer attention. This is perceived to be a critical factor in marketing strategies where instances of organisational objectives, consumer behaviours and individual preferences are systematically investigated. The intention is to augment well established concepts from technology-enabled customer relationship management (CRM) towards an initial and exploratory framework, designed to explore the nature of attention as applied to consumer agendas. Further research is suggested, through both theoretical constructs and empirical analysis, which is argued to represent, so called, A-commerce (attention). It is believed that these approaches will provide for more valuable insights into future successful marketing directions.

Event marketing, movie consumers' willingness and box office revenue

“…For experiential products, as consumers usually have difficulty in obtaining quality information and the search cost is high (Mudambi and Schuff, 2010), marketing is much more essential (Ackerberg, 2003). The main purpose of marketing is to gain consumers' attention and further increase the sales of products and the value of brand (Jones and Ranchhod, 2007). Gazley et al (2011) investigated 225 respondents to study factors influencing consumers' decisions, including movie genre, adaptation from a real story, professional rating, word-of-mouth, country of origin, price and star effect, but did not consider how event marketing affected consumers' decision-making and box office revenue after release.…”

“…The main purpose of marketing is to gain consumers' attention and further enhance the value of the brand (Jones and Ranchhod, 2007). The advertising in marketing not only has a direct impact on the sales revenue but also indirectly affects the enterprise brand value (Joshi and Hanssens, 2010).…”

“…For experiential products, as consumers usually have difficulty in obtaining quality information and the search cost is high (Mudambi and Schuff, 2010), marketing is much more essential (Ackerberg, 2003). The main purpose of marketing is to gain consumers' attention and further increase sales and the value of brand (Jones and Ranchhod, 2007). For example, trailer, a common type of event marketing, urges consumers to understand the content of the new movie (Hou et al , 2015) and motivates consumers to watch it (Stapleton and Hughes, 2005).…”