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1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
1315 revision sponsor acxiom
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1315 revision sponsor acxiom

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  • Captivating the consumer in times of change.
  • Highlight the red close loop
  • From Push to PullFrom broad to targeted reach
  • Major differences -- the degree of closed loopiness on loyalty but both circular.
  • Our role has also changed – we need to identify, understand, engage - highlight the corp.value of database team and experience.
  • Transcript

    • 1. “ThAT WAS THEn. ThIS IS NOW”
      How the New Consumer Decision Process Requires a New Capability Model
      cary Zackman
      Executive Director, Industry Business Leader
      ®
    • 2. TOPICS
      Burying the Marketing Funnel : its all about the consumer
      A capability model for driving customer engagement
      Q&A
    • 3.
      • Why the funnel?
      • 4. What happened?
      • 5. What’s next?
    • CONSUMER PURCHASE DECISION PROCESS
    • 6. Car buying: 40 years ag0
      Aware of Brands
      Brands Under Consideration
      Prefer
      5
    • 7. The funnel view
      Aware
      Consider
      Prefer
      Purchase
      6
    • 8. More consumers
      7
    • 9. How the marketers see it
      8
    • 10. PURCHASE FUNNEL WORKED
      The difficulty in getting inputs was so significant that the brands had the ability to significantly alter their inclusion in various steps
      FITS THE FUNNEL
      • Brand-centric, push model
      • 11. Broad, general reach
      • 12. Limited product choice
      • 13. Barriers to information
      9
    • 14. The funnel:What happened
      10
    • 15. Car buying: today
      OUTCOME
      PURCHASE
      LEASE
      WAIT
      11
    • 16. WHAT’S CHANGED
      THEN
      NOW
      • Brand-Centric, push model
      • 17. Consumer-Centric, pull model
      • 18. Broad, general reach
      • 19. Expanded, targeted reach
      • 20. Limited product choices
      • 21. Proliferation of product customization
      • 22. Barriers to information
      • 23. Interaction ends with purchase
      • 24. Defined consumer decision timeline
      • 25. Transparency of information
      • 26. Post purchase feedback is key
      • 27. Timelines will vary
      12
    • 28. THE FUNNEL: WHAT’S NEXT
      13
    • 29. MCKINSEY
      FORRESTER
      : IT’S ALL ABOUT…
      : IT’S ALL ABOUT…
      …Engagement
      …the consumer decision journey
      …Aligning Marketing with the Consumer Decision Journey
      1
      2
      3
      4
      Active evaluation
      Information gathering, shopping
      The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
      Consumers add or subtract brands as they evaluate what they want.
      Ultimately, the consumer selects a brand at the moment of purchase.
      After purchasing a product or service, the consumer builds expectations base on experience to inform the next decision journey.
      Loyalty loop
      Initial-
      consideration
      set
      Moment of purchase
      Trigger
      Post purchase experience
      Ongoing exposure
      14
      Image source: Steven Noble. Forrester.
      “It's Time To Bury The Marketing Funnel.”
      Image source:. MCKinsey. “The Consumer Decision Journey.”
    • 30. CAPABILITY MODEL FOR A CONNECTED WORLD
      Key requirements. Separating contenders from pretenders
      15
    • 31. SO WHAT’S NEXT
      EXPERTS AGREE
      ACTIONS TO TAKE
      • Focus on “Push”/mass media is behind us
      • 32. Narrowcasting with relevant communications at all touch points
      • 33. Our role has also changed – we need to identify, understand, engage
      • 34. Role of consumer has shifted
      • 35. Top-down models are less predictive
      • 36. Leverage multi-dimensional insights to guide customer interactions
      • 37. Customer engagement extends beyond purchase
      • 38. Siloed organizational structures need to change
      • 39. Expand and integrate valuable consumer data
      • 40. New org structures factor in the consumer experience
      16

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