WWW.AMDIA.ORG.AR
Fernanda Hoefel
The new rules of
consumer
engagement in the
digital era
McKinsey
Digital is amplifying key human behaviors
Uber-socialization
Word of Mouse
Digital is amplifying key human behaviors
User Generated Content
Digital is amplifying key human behaviors
Crowdsourcing
Digital is amplifying key human behaviors
Self-made expertise
Digital is amplifying key human behaviors
Hyper-tasking
Digital is amplifying key human behaviors
Hyper-tasking
Crowdsourcing
User Generated Content
Word of Mouse
Self-made expertise
Uber-socialization
As a result, consumers pull in lots of information from various sources – they are
protagonists of the new marketing
Honesty and
transparency
Relating to companies
Relevant content
Being recognized
as individuals
That brands take a
stand
N...
Awareness Familiarity
Consi-
deration
Purchase
From To
The new consumer decision journey
Evaluation
Loyalty
Consideration
...
Companies have a clear opportunity to engage consumers in their decision journey
through digital
Companies have a clear opportunity to engage consumers in their decision journey
through digital
Point where consumers sta...
Companies have a clear opportunity to engage consumers in their decision journey
through digital
Active purchasing process...
Companies have a clear opportunity to engage consumers in their decision journey
through digital
Point where consumers cho...
Companies have a clear opportunity to engage consumers in their decision journey
through digital
What did we do to underst...
Consumer exposure to digital touchpoints during the decision process
Most consumers seek to inform their shopping decision...
1 Broadband average, travel packages and washing machine.
Review websites and blogs only for travel packages and
washing m...
Breakthrough engagement advertiser
Companies can act in the decision journey
to be closer to consumers and offer them what...
Shopping process
personalizer
Active
evaluation
Companies can act in the decision journey
to be closer to consumers and of...
Cross channel lead closer
Purchase
Advocate Bond
Community
magnet
Personal services provider
Consideration
Evaluation
Purchase
Loyalty
Advocate
Shopping process
personalizer
Personal services
provider
Breakthrough
e...
Understand consumer
activity in the decision
journey and align
spending accordingly
Link with consistent
messaging across
different types of media
and touchpoints – paid,
owned, earned
Personalize the
journey , filtering
big data from and
to the front line
Simplify …
reduce the effort …
turn it like a game
ToFrom
Iterative consumer decision journey ▪ Engagement manager▪ Campaign manager
Content focus ▪ Content publisher▪ Media...
As empresas têm uma clara oportunidade de engajar os consumidores em sua
jornada de decisão por meio do digitalGRACIAS
WWW.AMDIA.ORG.AR
The new rules of consumer engagement in the digital era
In the digital age, consumers are moving outside ...
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#ALLINtegrated - Fernanda Hoefel - El camino más directo al consumidor integrado.

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The new rules of consumer engagement in the digital era

Fernanda Hoefel, Partner en McKinsey Brasil, en #ALLintegrated, by amdia. www.amdia.org.ar/allin

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  • Para lidar com essa revolução é preciso primeiro entender que o processo de compra mudou de um afunilamento de opções, para uma jornada cíclica. Antes considerava-se que o consumidor reduzia cada vez mais o número de marcas até chegar a uma única marca e após a compra o contato acabava.As empresas antes se focavam só nas extremidades do funil, primeirocriando awareness e então forçando a compra. Hoje as empresas precisam entender e fazer parte de todas as etapas do ciclo de decisão.  No ciclo:O cliente inicia sua compra com uma série de conceitos e considerações iniciaisGeralmente o consumidor tem entre 3 – 6 marcas na cabeça nessa etapaDepois essas considerações são avaliadas através de diversas informações. O consumidor usa meios online (sites, blogs, reviews) e off-line (lojas) para avaliar as marcasAqui metade das marcas iniciais é descartada e um número simétrico de marcas é adicionadoAté que o consumidor faz sua compraEle pode fazer essa compra online, no PDV, através de um consultor etc.É muito importante nesta fase, que o que o consumidor vê no local de compra seja igual ao que ele avaliou na etapa anterior.Caso os tipos de produtos sejam diferentes no local de compra e no de avaliação, ou com características diferentes, o consumidor fica confuso. No mercado de Tv, quando isso acontece, 35% dos consumidores desistem da compraEle então utiliza o produto, se relacionando com a marca Em seguida ele decide se deve se afiliar à marca e criar um sentimento de lealdade ou se vai em busca de novas marcas.Essa análise é feita toda vez que ele se relaciona com a marca 
  • E para se adequar a esse novo comportamento dos consumidores, as empresas precisam mudar o jeito como elas fazem o marketing- hoje, ao invés de só gerenciar campanhas, é trabalho das empresas manter um relacionamento e um engajamento positivo e constante entre elas e o consumidor As empresas são responsáveis por coordenar e garantir que a marca se mantenha nas considerações do cliente - é importante lembrar que informação e conteúdo são ainda mais importantes para os consumidores, e que é função das empresas gerar esses conteúdos de forma a interessar e atrair - quanto às marcas, as empresas não só devem expor a marca como também criar uma sensação entre os consumidores de verdadeiros promotores da marca, pessoas que vestem a camisa- com esse aumento nas interações cliente/empresa, toda empresa terá montanhas de dados e a possibilidade de ter respostas imediatas sobre qualquer iniciativa ou atividade. É possível mudar seu jeito de aprender com os consumidores e deixar que eles digam o que é bom ou ruim para eles- além disso, essas interações permitirão sair do padrão de grandes mudanças esparsas para um de melhorias constantes no produto e serviço.
  • #ALLINtegrated - Fernanda Hoefel - El camino más directo al consumidor integrado.

    1. 1. WWW.AMDIA.ORG.AR Fernanda Hoefel The new rules of consumer engagement in the digital era McKinsey
    2. 2. Digital is amplifying key human behaviors Uber-socialization
    3. 3. Word of Mouse Digital is amplifying key human behaviors
    4. 4. User Generated Content Digital is amplifying key human behaviors
    5. 5. Crowdsourcing Digital is amplifying key human behaviors
    6. 6. Self-made expertise Digital is amplifying key human behaviors
    7. 7. Hyper-tasking Digital is amplifying key human behaviors
    8. 8. Hyper-tasking Crowdsourcing User Generated Content Word of Mouse Self-made expertise Uber-socialization
    9. 9. As a result, consumers pull in lots of information from various sources – they are protagonists of the new marketing
    10. 10. Honesty and transparency Relating to companies Relevant content Being recognized as individuals That brands take a stand New consumer expectations towards companies Multichannel experiences Permanent availability and speed of light
    11. 11. Awareness Familiarity Consi- deration Purchase From To The new consumer decision journey Evaluation Loyalty Consideration Experience Purchase
    12. 12. Companies have a clear opportunity to engage consumers in their decision journey through digital
    13. 13. Companies have a clear opportunity to engage consumers in their decision journey through digital Point where consumers start a purchase, from an initial set of considerations
    14. 14. Companies have a clear opportunity to engage consumers in their decision journey through digital Active purchasing process - adding and removing brands from the consideration process
    15. 15. Companies have a clear opportunity to engage consumers in their decision journey through digital Point where consumers choose one brand and make the purchase
    16. 16. Companies have a clear opportunity to engage consumers in their decision journey through digital What did we do to understand the impact of these changes in the consumer's shopping decisions? The ongoing process of experiencing the product and building a lasting relationship with the brand
    17. 17. Consumer exposure to digital touchpoints during the decision process Most consumers seek to inform their shopping decision in various digital touchpoints, visiting them often
    18. 18. 1 Broadband average, travel packages and washing machine. Review websites and blogs only for travel packages and washing machines Most consumers inform their shopping decision in various digital touchpoints, visiting them often ~60 3x Visiteach during the process type of website morethan purchasing
    19. 19. Breakthrough engagement advertiser Companies can act in the decision journey to be closer to consumers and offer them what they need Consideration
    20. 20. Shopping process personalizer Active evaluation Companies can act in the decision journey to be closer to consumers and offer them what they need
    21. 21. Cross channel lead closer Purchase
    22. 22. Advocate Bond Community magnet Personal services provider
    23. 23. Consideration Evaluation Purchase Loyalty Advocate Shopping process personalizer Personal services provider Breakthrough engagement advertiser Cross channel lead closer Community magnet Bond
    24. 24. Understand consumer activity in the decision journey and align spending accordingly
    25. 25. Link with consistent messaging across different types of media and touchpoints – paid, owned, earned
    26. 26. Personalize the journey , filtering big data from and to the front line
    27. 27. Simplify … reduce the effort … turn it like a game
    28. 28. ToFrom Iterative consumer decision journey ▪ Engagement manager▪ Campaign manager Content focus ▪ Content publisher▪ Media buyer Brands as communities ▪ Brand activism▪ Brand control Massive volumes of data ▪ Real time intelligence▪ Post mortem surveys 24/7 consumers ▪ Continuous▪ Batch Multichannel activity ▪ Integrating channels▪ Managing isolated channels
    29. 29. As empresas têm uma clara oportunidade de engajar os consumidores em sua jornada de decisão por meio do digitalGRACIAS
    30. 30. WWW.AMDIA.ORG.AR The new rules of consumer engagement in the digital era In the digital age, consumers are moving outside the funnel, taking a more iterative and open-ended journey toward purchasing decisions than they did in the past. This is largely because consumers pull in so much more information from so many sources. Executives understand the rules of engagement have changed, but most have not figured out what they need to do to maximize their influence in this new world. Align spending with consumer activity in the decision journey, link with consistent messaging across different types of media and touchpoints– paid, owned, earned; convert across sales channels; and form bonds with consumers to gather insights and loop them back into the business. Digital is the key enabler behind this and should be leveraged by companies as a source of competitive advantage.

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