Drivers of online behaviour

"Digital consumers needs sit along an axis between entertainment and personal management with the most frequent activities of social networking, email and news, sport, weather sitting along this axis.

Despite social networking and email being communication platforms, they align to very different consumers needs which helps to explain how social networking is able to drive a greater volume of use than email, but also why consumers continue to use both platforms.

However, these platforms remain amongst the most intrusive for brands to contact consumers in. By aligning to the shopping and browsing patterns of consumers, brands stand a better chance of avoiding rejection." (Digital life, 2011:online)

Randon Act of Kindness

Randon Acts of Kindness (RAK) is the new consumer trend that brands undertake in order to create a better and more effective relationship with their consumers.

'For brands, increasingly open communications both with and between consumers (especially online), means that it's never been easier to surprise and delight audiences with R.A.K.: whether sending gifts, responding to publicly expressed moods or just showing that they care.' (Trendwatching, 2011:online)

Brands such as BioTherm and Interflora have used this new trend in order to connect with their consumers. BioTherm, th eskin care brand owned by L'oreal, have been reaching out to tired Twitter users and offering them free product samples of their skin.Ergetic anti fatigue range.

Flower delivery service Interflora decided to brighten up the lives of Twitter users by sending them flowers. They monitored Twitter followers that needed cheering up and contacted the users and sent them flowers as a surprise.

"For 'human' brands, the ever increasing volume of publicly accessible information and the ability for consumers to share their experiences far and wide, create an environment in which a serious (and sincere) R.A.K. strategy may mean a brand is no longer being seen as inflexible and unwieldy, but as more compassionate and charismatic instead. Something which is, of course, priceless and actually enjoyable. For customers and employees". (Trendwatching, 2011:online)

Nike and Ipod sports kit

Nike has collaborated with Apple and created the Nike and Ipod sports kit which measures and records the distance and pace of a walk or run. Put the sensor in your Nike+ shoe and there’s a built-in pocket specifically designed for it under the insole. You can then connect it to your ipod and the sensor tracks your run, then sends the data to your ipod. On the ipod menu you can then choose how you want to run and customise your workouts. It also allows you to pick your favourite playlist or Nike - created sports music.

Nike use a very different and innovative way of connecting with consumers, they are steering away from traditional media and using advertising in a less obvious way. The NikeID and Nike+ has allowed them to create a personal relationship with consumers and become part of their lifestyle. People are not only buying just the Nike product but buying into the lifestyle aswell.

Lucy Watson