The arf path to purchase - appnation

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  • 1. thearf.org
  • 2. Our Approach
  • 3. 78%2%8%5%7%78%3%10%4%5%79%2%6%5%8%77%1%10%5%7%Yes, that was the original brand I had in mindNo, the brand I initially intended to buy was out ofstockNo, I switched for better valueNo, I accidentally came across something that is moreinterestingNo, for some other reasonDid They Buy the Brand They Had In Mind?OverallAutoSmartphoneGrocery
  • 4. 6.69.57.71.3Overall Auto Smartphone GroceryTotal Number of Sources Used(Online and Offline)
  • 5. for Marketers• Marketers need to be “marketing” to people before theyare actively shopping the category by increasing brandpresence across channels• Consumers need help making sense of it all. Help themby managing their perception of risk.IMPLICATIONS
  • 6. Consumers Live inInterconnected WorldsSocial media expands the consumer’s “trust network”
  • 7. 57%71%71%74%71%73%74%77%69%70%68%66%68%Friends/followers on social networking sitesFan pages/Following brands on socialnetworking sitesBlogsComparison-shopping sitesSearch enginesReviews: professional/expertReviews: consumer-generatedBrand/Company websiteOnline-only retailerOther retail websitesVideo websitesOnline advertisingDaily-deal sites like Groupon, Living Social, orGoogle Offers65%64%56%74%63%71%72%76%66%64%59%57%54%21%33%30%36%26%28%39%48%30%19%18%28%24%Importance of Each Online Source: By Category(Somewhat/Very Important)Auto Smartphones Grocery
  • 8. for Marketers• People’s “trust networks” are highly influential andfactor greatly into both high- and low-risk/rewardpurchases.• Marketers need to help consumers interact about theirbrands to be perceived as trusted and less asadversaries.• Mobile can help facilitate this processIMPLICATIONS
  • 9. Shopping Is an EmotionalExperience
  • 10. 41%82%83%72%GrocerySmartphoneAutoOverallExcitement About the Purchase(Somewhat/Very Excited)
  • 11. Purchase Decision Stage and Sentiment for AllObserved Product CategoriesPost-PurchaseCommentsPre-PurchaseCommentsnegative19892neutral371307positive808407Note: Numbers adjacent to the dot groupings are the actual counts, while the dots illustrate the frequency graphically.
  • 12. Plutchik Wheel of Emotions
  • 13. ShareofIncidentsinCategory11% 14% 13%19%54%35%14%22%41%14%22% 42%42%27%0%25%50%75%100%Problem Recognition Information Search CompetitiveEvaluationPurchase Decision Post- PurchaseEmotions at Each Purchase StageFearDistractionApprehensionPensivenessAcceptanceTrustSerenitySurpriseInterestSadnessAnnoyanceDisgustAngerAnticipationJoy
  • 14. 5%17%11%35%17%11%12%6%0%25%50%75%100%ProblemRecognitionInformation Search CompetitiveEvaluationPurchase Decision Post- PurchaseFearDistractionApprehensionPensivenessAcceptanceTrustSerenitySurpriseInterestSadnessAnnoyanceDisgustAngerAnticipationJoyFor smartphones, post-purchase messages split into joy vs. anger, disgust,annoyance and sadness.ShareofIncidentsinCategory
  • 15. for Marketers:• Consumers share their triumphant shopping experiencesonline. Marketers need to ensure that consumers havethe information they need to have a positive shoppingexperience.• Monitor the emotional journey the consumer is on.Watch out for disconnects between the brands’ valuesand the ways the brands are being discussed online.• Use this learning to optimize marketingcommunications.IMPLICATIONS
  • 16. Summary• Think of mobile’s potential role in the passive stageand when moving from passive to active– Conveying emotions– Catching downtimes• Marketers need to actively participate in simplifyingonline information for consumers.• Marketers need to facilitate consumer conversationsabout their products and brands.• Monitor the emotional journey and respond in realtime