Personal Marketing Interest Interaction Marketing in Food Industry

Secondary Research-Personal Marketing Interest

Interaction Marketing in Food Industry

Dr. Tyler Laird-Magee

Solar Zhu

Introduction

During the development of high-technology in the modern city, more and more industries begin to explore and exploit how to improve user experience of their products or services. Relationship between consumers and groceries created many issues that will directly effect brands’ expression in the market. There are distinct classifications of customer-relationship, which can provide more evidence to quest available target consumers (Avery, Fournier, & Wittenbraker, 2014). As a traditional industry, food industry has been late to access some advance technologies to focus on consumers. In fact, food industry does not resemble some technology companies that can utilize popular interaction models immediately. However, no matter what kind of field, interaction with consumer exists on different levels from simple collation of information to real-time response to customers (Gulati & Oldroyd, 2005). By doing some more measures in social media and utilization of high technology, the food industry can harvest more interaction from consumers.  

Blue Ocean

My chosen article discusses how to improve the relationship between brands and consumers. This research displays four stages to build consumer focus, creating more time and space to touch target consumers in order to get more communication and feedback from consumers (Gulati & Oldroyd, 2015). Platform is significant for a brand to seek a proper channel to communicate with consumers. This would be the first step to drive interaction marketing toward the food industry. Some unknown young brands could grow awareness with IT and information technology to jump into a high position in the mature market (Alstyne, Parker, &Choudary, 2016). In fact, market orientation (MO) would offer some dependable dimensions for food industry to improve their traditional business models. Furthermore, transplanting some successful examples of application technology from other advanced fields like IT companies could save budget and time to establish new services (Dibrell, Craig, &Hansen, 2010). Ordering food online has become a habit for a great number of people in their daily life, as it provides convenience and speediness for busy groups. The majority of online order apps are created by restaurants or food delivery companies. It would be a blue ocean for second food market, such as New Season Market.

First Interaction with Consumers: The Visual Relationship

There are many elements existing in brand storytelling in order to build up authentic brand expression. However, visual effects are the premise of interaction marketing. This premise is important because successful brand storytelling is the basic foundation for any marketing, no matter for small businesses or big enterprises (Rashid & Ghose, 2012). Due to the brand identity being a dynamic process, the brand’s visual impression system (VIS) should be a basic criterion that can display a holistic brand impression to the public.

Generally, the online to offline (O2O) commence model has been a popular veteran in many fields. It requires more attractive and practical visual display in media to convey the brands’ values and products. It is worth mentioning that small businesses should have their own cultures and qualities to capture touch points in the market, rather than just following competitors’ (Gilad, 2015). For food industry, visual relationship would be an important element to communicate with customers. Nowadays, growing users become accustomed to order food online, which is a common component of modern life style (Doub, Levin, Heath, & LeVangie, 2015).

For instance, different food has different color that would connect with consumer behavior. Because color is directly connected with human beings’ psychologies that are related to different emotions. In fact, emotions greatly influence and, in many cases, even determine our final purchase decisions (Kotler & Keller, 2016). Furthermore, normally bright color leads to strong appetite to taste the food; on contrary, dark color transmits depression to customers. Because food comes from our original nature and earth, it has more diversity of color than other industries which should be a strength for us to design more colorful visual elements in our interaction marketing. Although enhancement of high technology creates more possibilities toward interaction marketing, it is hard for companies to improve appropriate visual effects to completely display technology to consumers. Visual relationship is the pathway for consumers to swipe away the veil of advanced technology, which could make more attractiveness from product to gain cohesion of the market.

Second Interaction with Consumers: Technical Support

Study tells us around 60% of adults owned a cellphone and 40% owned a table computer in 2014. Clearly, consumer behavior derived from using mobile technology is becoming the mainstream consumption patterns in daily life (Doub, Levin, Heath, & LeVangie, 2015). Likewise, eating behavior also developed from dining in stores to order online, which can save an immense amount of time for consumers. Furthermore, decreasing the space of the store by eliminating the dining food area can lower store expenses. In addition, creating a pick up station would not be expensive. Moreover, high technology could present more user experiences for customers, and it is easy to track their feedback and experiences that is a sustainable tactic to update the products and services timely (Doub, Levin, Heath, & LeVangie, 2015). Collecting correct and comprehensive data from the market would be a real strength for New Season Market to conquer strong competitors and to get more market shares.

Third Interaction with Consumers: Communication to Faith

Although interaction marketing has an elegant visual system and effective technical assistance, the further step is to develop faith of brand in consumers’ hearts. Accomplishing this is the highest level for a brand growing in the market. In general, interaction marketing is dedicated to external interaction being a result from internal interaction. The most important point in this process should be faith of brand that would be the core of a brand. Faith is the crystal of the brand value which developed step by step from consumer loyalty (Alstyne, Parker, &Choudary, 2016). Moreover, communication to faith resembles a kind of language spoken between the brand and consumer loyalty. It is difficult to explain a brand’s value to its consumers, but they can get insight of brand value through interaction marketing. In terms of living necessities, the food industry has more chances to access consumers than other industries. In addition, normally, faiths are related to our social issues and missions. Therefore, social responsibilities should be considered in marketing plans to gain approval from consumers.