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DISCOVERING THE CONSUMER PATHWAY                                   THE MAIN 1
‣  THE CONSUMER PATHWAY* IS A MODEL HELPING US UNDERSTAND THE CONSUMER‘S   BUYING PROCESS.‣  WE CAN USE IT TO ANALYZE AND ...
THE CONSUMER                                                                                    PATHWAY                   ...
IT‘S NOT LINEAR                                                      ANYMORE!‣  The TelcoKINSEY CUSTOMER DECISION JOURNEY ...
DIGITAL CREATED                                                          A CHANGE IN                                      ...
STAGE ONE:                                                            AWARENESS.                               ACTIVE     ...
STAGE TWO:                                                          INVOLVEMENT.                             ACTIVE       ...
STAGE THREE:                                                          ACTIVE                                              ...
STAGE FOUR:                                                           PURCHASE.                              ACTIVE       ...
STAGE FIVE:                                                          CONSUMPTION.                             ACTIVE      ...
STAGE SIX:                                                          RELATIONSHIP                                          ...
STAGE SEVEN:                                                          ADVOCACY.                             ACTIVE        ...
THE CONSUMER                                                          PATHWAY                                             ...
Does it introduce a new brand / product / service to a broadspecific or broad audience?                                   ...
WHAT’S HAPPENING TO THE AD INDUSTRY?                                       THE MAIN 15
WE‘RE FOCUSING                                                       ON VERTICAL                                          ...
BUT NEED TO                                                               CHANGE THAT                                     ...
EVALUATION                                                                            DRIVES                              ...
INDUSTRY                                                                      DISTRUPTION.Once 95% of the marketing budget...
Thanks for listening!                        THE MAIN GMBH                        Hannes Ley                        Holste...
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Consumer pathway

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Transcript of "Consumer pathway"

  1. 1. DISCOVERING THE CONSUMER PATHWAY THE MAIN 1
  2. 2. ‣  THE CONSUMER PATHWAY* IS A MODEL HELPING US UNDERSTAND THE CONSUMER‘S BUYING PROCESS.‣  WE CAN USE IT TO ANALYZE AND PLAN A BRAND‘S DIGITAL ACTIVITIES WITHIN A CAMPAIGN / MARKETING STRATEGY.*Brand Media Strategy – Integrated Communications Planning In The Digital Era | Antony Young THE MAIN 2
  3. 3. THE CONSUMER PATHWAY EVOLUTION.*1.  The AIDA Model (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898.2.  The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue of consumers searching information before purchase.3.  The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers the feedback loop created by social technologies and was developed by Forrester Research in 2008. ACTIVE RELATIONSHIP AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING4.  The Consumer Pathway integrates the emotional aspects of consumer engagement and advocacy and was developed in 2010. *2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young THE MAIN 3
  4. 4. IT‘S NOT LINEAR ANYMORE!‣  The TelcoKINSEY CUSTOMER DECISION JOURNEY MODEL.‣  THE MC Case: From Hand to hand to cutting loose‣  The Telco Case: Loosing rhyme and reason THE MAIN 4
  5. 5. DIGITAL CREATED A CHANGE IN BEHAVIOR. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  It‘s a linear model, a mental crutch. And it works non-linear in many cases. THE MAIN 5
  6. 6. STAGE ONE: AWARENESS. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Launch a product.‣  Communicate a benefit.‣  Tell of an event or offer. THE MAIN 6
  7. 7. STAGE TWO: INVOLVEMENT. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Increase emotional engagement before purchase. THE MAIN 7
  8. 8. STAGE THREE: ACTIVE CONSIDERATION. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Shift up the order of consideration by facilitating favorable comparison. THE MAIN 8
  9. 9. STAGE FOUR: PURCHASE. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Convert intent into action at the point of purchase. THE MAIN 9
  10. 10. STAGE FIVE: CONSUMPTION. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Improve the user experience. THE MAIN 10
  11. 11. STAGE SIX: RELATIONSHIP BUILDING. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Make customer feel special to improve per capita value. THE MAIN 11
  12. 12. STAGE SEVEN: ADVOCACY. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  Increase recommendations. THE MAIN 12
  13. 13. THE CONSUMER PATHWAY CONVERSION. ACTIVE RELATIONSHIPAWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  In the end of each stage there‘s a measurable conversion bringing the consumer to the next stage. THE MAIN 13
  14. 14. Does it introduce a new brand / product / service to a broadspecific or broad audience? CONVERSIONDoes it communicate the benefit well?Does it properly communicate an event or offer? SUCCESS Does it increase emotional engagement before CRITERIA. purchase? Does it shift up the order of consideration by favorable comparison? Does it convert intend into action at the point of purchase? Does it improve the user experience? ACTIVE RELATIONSHIP AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING Does it make the customer feel special? Does it increase recommendation? THE MAIN 14
  15. 15. WHAT’S HAPPENING TO THE AD INDUSTRY? THE MAIN 15
  16. 16. WE‘RE FOCUSING ON VERTICAL INTEGRATION OOH PR Print Digital TVCAWARENESS ENGAGEMENT CONSIDERATION PURCHASE LOYALTY RECOMMENDATION 360° Cam- paigns THE MAIN 16
  17. 17. BUT NEED TO CHANGE THAT WAY OF THINKING! OOH PR Print Digital TVCAWARENESS ENGAGEMENT CONSIDERATION PURCHASE LOYALTY RECOMMENDATION 360° Integration SEO /SEM Social Media Online Shop CRM Social Media Cam- of all paigns disciplines THE MAIN 17
  18. 18. EVALUATION DRIVES INTEGRATION. NET-REACH Key Performance Indicators OTS (KPIs) GRP IMPRESSIONS CLICK-RATES COST PER CLICKAWARENESS ENGAGEMENT CONSIDERATION PURCHASE LOYALTY RECOMMENDATION REVIEWS SENTIMENT RATIO INTERACTION RATE TOTAL SALES BUZZRANK COST PER ORDER FANS & FOLLOWERS SUBSCRIBERS THE MAIN 18
  19. 19. INDUSTRY DISTRUPTION.Once 95% of the marketing budget was invested in awareness campaigns. Interactive agencies SEM agencies Digital agencies PR agencies PR agencies SEO agencies eCommerce agencies Social media agencies Social media agencies PR agencies App developers DM agencies Media agencies Inhouse marketing ACTIVE RELATIONSHIP AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY CONSIDERATION BUILDING‣  If we do not adjust our products and services, we‘ll loose large parts of our business.Today 100% of the marketing budget is invested in the entire purchase funnel and shared by a large numberof specialized (digital agencies). THE MAIN 19
  20. 20. Thanks for listening! THE MAIN GMBH Hannes Ley Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de http://de.linkedin.com/in/hannesley THE MAIN 20

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