Marketing Through Trust
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Marketing Through Trust

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Consumers rely on an ever-increasing number of touchpoints to guide them through the purchasing process. In this eBook, you'll learn how influence marketing can impact search marketing and third-party ...

Consumers rely on an ever-increasing number of touchpoints to guide them through the purchasing process. In this eBook, you'll learn how influence marketing can impact search marketing and third-party brand content, to provide more trusted points of brand information for consumers. This eBook is essential for anyone working at the strategic or executional level in influence marketing, social media, or search marketing.

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Marketing Through Trust Marketing Through Trust Presentation Transcript

  • Copyright © 2013 Appinions. All rights reserved.Marketing Through Trust:Leveraging Influence in theBuyer’s Purchase Journey
  • Copyright © 2013 Appinions. All rights reserved.Understanding the NewPurchasing Process2
  • Copyright © 2013 Appinions. All rights reserved.This is the old way that customers madepurchasing decisions – a linear processAwarenessOpinionConsiderationIntentionSales3
  • Copyright © 2013 Appinions. All rights reserved.The new purchase journey is no longer linear,it’s circularMcKinsey’s Consumer Decision JourneySource: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#4Active EvaluationInformal gathering, shoppingPost-purchase ExperienceOngoing exposureInitial-considerationsetMomentofpurchaseLoyalty LoopTriggerThe consumer considers aninitial set of brands, basedon brand perceptions andexposure to recenttouchpoints.1Consumers add or subtractbrands as they evaluatewhat they want2Ultimately, the consumerselects a brand at themoment of purchase.3
  • Copyright © 2013 Appinions. All rights reserved.Consumers have significantly more touchpoints inthe decision making process – and growing rapidly20122011Source: http://www.zeromomentoftruth.com/0246810122010 2011Decision SourcesThe average shopper uses 10.4 sources ofinformation to make a decision in 20115Up from5.3 sourcesin 2010
  • Copyright © 2013 Appinions. All rights reserved.Influential touchpoints for consumers are shiftingaway from company-driven marketing toconsumer-driven marketingSource: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#Word-of-mouth, online research, and offline or print reviews are of keyimportance to the buying process6Most-influential touchpoints by stage of consumer decision journey, for competitors and new customers,% of effectiveness-5%InitialconsiderationsetActiveevaluationClosureConsumer-driven marketingWord-of-mouthOnline researchOnline and/or print reviewsCompany-driven marketingTraditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contactStore/agent/dealer interactionPast experience12%39%28%21%26%26%37%10%43%22%31%
  • Copyright © 2013 Appinions. All rights reserved.The most trusted touchpoints for consumersare socially-drivenRecommendations and other consumers’ opinions are more highly trustedthan any brand, or even, editorial contentSource: http://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/TITLE= Trust %7Recommendations frompeople I knowConsumer opinionsposted online92% 70%Editorial content such asnewspaper articlesEmails I signed up for58%50%58% 46-47%Branded websites Ads on TV/Brandsponsorships/Billboards/Ads in magazines/Ads innewspapers
  • Copyright © 2013 Appinions. All rights reserved.Social media is particularly important in thedecision process, and in ongoing customerrelationshipsSocial media is expanding the circle of people consumers trust: fromonly friends and family to new people they connect with in forums,blogs, and other social media sourcesSource: http://www.thearf.org/news.php?newsid=30922%of consumers say that social media is important intheir final purchase decision33% of shoppers say social media introduced them to abrand/product they were unfamiliar with or helped changetheir opinion of a brand/product8
  • Copyright © 2013 Appinions. All rights reserved.Influence Marketing to IncreaseCustomer Touchpoints9
  • Copyright © 2013 Appinions. All rights reserved.Given the increase in customer information sources,it’s imperative that brands increase the informationavailable about their product or service•  One of the primary ways for brands to find their way on to thelist of consumer-trusted touchpoints is through third-partyendorsements•  Generating third-party endorsements will provide moreopportunities for consumers to get information about yourbrand, product or service from a source they trust more thanthe company itself10
  • Copyright © 2013 Appinions. All rights reserved.There is a vast array of potential third-party(non-company) sources for customer information•  Search engine results•  Company social media – brand engagementon owned channels such as Facebook,company blog, Twitter and YouTube•  Reviews and comparison shopping sites•  Retailer/store website•  Blog post or video where the product wasdiscussed•  Blog post or article comment whichmentions the brand•  Discussion forum or group•  Comments on an online post or article•  Likes, plusses or tweets from friends orthose following•  Conversations with friends or family•  Experience with product at event•  Store display or experience with productat a retailerOnline Offline11
  • Copyright © 2013 Appinions. All rights reserved.Brand influencers could have an impact on, and/orprovide credible content to, the majority of third-partysources for customer information•  Search engine results•  Company social media – brand engagementon owned channels such as Facebook,company blog, Twitter and YouTube•  Reviews and comparison shopping sites•  Retailer/store website•  Blog post or video where the product wasdiscussed•  Blog post or article comment whichmentions the brand•  Discussion forum or group•  Comments on an online post or article•  Likes, plusses or tweets from friends orthose following•  Conversations with friends or family•  Experience with product at event•  Store display or experience with productat a retailerTurquoise indicates potentialopportunity for influencer contentOnline Offline12
  • Copyright © 2013 Appinions. All rights reserved.The Intersection of Search andInfluence Marketing13
  • Copyright © 2013 Appinions. All rights reserved.92% come from organic resultsvs.8% from paid search advertising (brand advertising)Third-party endorsements can significantly affectsearch marketing, which is one of the primarydrivers in the consumer decision making processSource: http://www.scribd.com/doc/68628887/From-Intent-to-In-store-Search-s-Role-In-The-New-Retail-Shopper-Profile)93% of consumers say they use search in theshopping processOf all the clicks happening on a search engine results page,14
  • Copyright © 2013 Appinions. All rights reserved.Search provides a big opportunity to getthird-party endorsements to customers•  Digital influencers with established online platforms, includingtheir own sites/blogs as well as their social media presences,can provide top search engine results for you•  Forums and groups are often at the top of search engine resultslistings; influencer activity in these venues can also impactconsumer behavior•  Video also ranks well in search engines and consumers oftenturn to YouTube for their product and brand searches15
  • Copyright © 2013 Appinions. All rights reserved.Influencers can help a company dominateorganic search results, particularly fornon-branded “research” searches•  Given the variety of potential influencer content touchpoints,non-branded searches could be enhanced by influencemarketing campaigns•  A few examples of influencer content in non-brandedsearches follow16
  • Copyright © 2013 Appinions. All rights reserved.Every one of the top 10 listingsfor “best baby carrier for dad”could potentiallybe influencer-driven.•  Journalists•  Bloggers (individualsand retailers)•  Forum/group postersRed boxes around search results indicatepotential or actual influencer content17
  • Copyright © 2013 Appinions. All rights reserved.18 months later, this blog post is still the #9organic listing for “top non stick skillet” – theproduct was provided to this influencer forreview purposes.18
  • Copyright © 2013 Appinions. All rights reserved.Even for a high-consideration purchasesuch as a car, influencer properties couldhave a big impact on search.19
  • Copyright © 2013 Appinions. All rights reserved.Every brand relationship with an influencercan provide multiple customer touchpoints•  Influencer platforms–  Their own blog or videos–  Forums/groups–  Events and offline groups–  Their social media–  Publications they write for•  Each of these platforms and outlets provides a potential searchengine result for a brand, product, service or category20
  • Copyright © 2013 Appinions. All rights reserved.Leveraging Influence to GainCustomer Trust
  • Copyright © 2013 Appinions. All rights reserved.Product InfluencersTraditional marketing goes direct to customers;influence marketing goes through influencersto customersOne-to-Many Marketing One-to-Few Marketingvs.Customers22
  • Copyright © 2013 Appinions. All rights reserved.Influence marketing will change the nature ofhow we budget and resource marketing efforts•  Relationship building•  Communications professionals•  Listening and research tounderstand who influencers are•  Corporate use of platforms toconnect to influencers such asTwitter, LinkedIn, Pinterest•  Non-company brand contentdeveloped•  Advertising spend•  “Super Bowl” style high-impactadvertising•  Creative director as the holy grailof the marketing teamMoreLess23
  • Copyright © 2013 Appinions. All rights reserved.Given the shift in customer trust, and the nature of theway they are now searching for information, we arealready seeing a change in brand and agency marketingtowards effective influence marketing•  Brands, agencies and people will need to adapt to this new one-to-fewinfluencer-driven approach•  New skillsets, or skillsets with increasingly greater demand,will include:–  Data analysis–  Customer relationship management–  Relationship-driven communications–  Brand social media•  Budgets will move from traditional advertising to communications andinfluence marketing programs development24
  • Copyright © 2013 Appinions. All rights reserved.Key Takeaways: Marketing Through Trust•  Purchasing decisions are no longer linear•  The number of customer touchpoints for purchasing decisions aregrowing year-over-year•  Customers don’t trust brand advertising or properties•  It’s imperative for brands to provide more touchpoints for customers,particularly third-party touchpoints•  Search is also extremely important for customer decision making•  Influence marketing can have a major impact on search and thecreation of customer touchpoints•  There will be a major shift in brand and agency marketing toaccomplish effective influence marketing25
  • Copyright © 2013 Appinions. All rights reserved.Appendix: Further Reading
  • Copyright © 2013 Appinions. All rights reserved.Further Reading•  McKinsey’s Consumer Decision Journey–  https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#•  Basics of Influence Marketing–  http://appinions.com/whitepapers/basics-of-influence-marketing/•  The Influencer Continuum™: From Influencer to Super Advocate™–  http://appinions.com/whitepapers/influencer-continuum/•  How to Create Successful Influence Marketing Programs–  http://appinions.com/whitepapers/create-successful-influence-marketing-programs/27
  • Copyright © 2013 Appinions. All rights reserved. 28Enjoyed this eBook? Spread the word!Share this ebook