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Internet.
It’s not about e- commerce or websites or technology.
It’s about changed behavior.
Change in our way to
locate a place
1990 2000 2010
Change in our way to find information
Suppose you have to buy a Refrigerator and
you knew nothing about them..
This is how you would come to a
decision.
Supplier
Problem
Solution
Product
1995
Went to a
retailer nearby
I explained my
problem to the
sales guy
He suggested 3
br...
Problem
Solution
Product
Supplier
2015
I read reviews,
descriptions, social info
by experts and people
like me
I started w...
Decision journey for
consumers has changed and
this change is global
R.I.P
The Marketing
Funnel
is
Dead
•The traditional marketing
funnel is losing its relevance
•Consumers no longer follow
the linear path to achieve
their mom...
According to a survey by
The Economist
Customers now are
also often actively
engaged with the
brand — and their
friends and peers
— after they’ve
bought the prod...
Shoppers are shopping in a different way
that requires companies to change how
they think about and interact with their
cu...
You are spending your money in all
the wrong places
Up to 90%of spend goes to
advertising and retail promotions.
Yet the s...
In 2009 a new journey was indentified
by
The four distinct phases of the
CONSUMER DECISION JOURNEY
•Consider
•Evaluate
•Buy
And the post-purchase phase,
•Enjoy, Ad...
1.
4.
3.
2.
More than 60%
of consumers of facial skin care products,
McKinsey colleagues found, conduct
online
research about the prod...
Most points of influence are outside the
control of the brand, such as tweets,
product reviews,
personal recommendations, ...
The coolest banner ads, best search
buys, and hottest viral videos may win consideration for a
brand, but if the product g...
Companies, therefore, must be prepared to
identify which touch points
they can continue to affect if they want to
win and ...
What is a consumer
touch point?
Customer Touch points are your
brand's points of customer contact,
from start to finish.
For example, customers may find y...
Insights into
The Indian Market
leverages
Social media
as a
Touch point
Personalized Names on cups
triggersconsumers to click pictures
of them and post them on Social media
such as Instagram
Yebhi.com, has
launched Virtual
Storesacross Café
Coffee Days where
customers can buy
products from a virtual
wall using Q...
So don’t just build a
Great product
Build triggers in your
product…
Thank you
Sir,
For the
wonderful
Internship
experience
Consumer decision journey HBR
Consumer decision journey HBR
Consumer decision journey HBR
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Consumer decision journey HBR

  1. 1. Internet. It’s not about e- commerce or websites or technology. It’s about changed behavior.
  2. 2. Change in our way to locate a place
  3. 3. 1990 2000 2010 Change in our way to find information
  4. 4. Suppose you have to buy a Refrigerator and you knew nothing about them..
  5. 5. This is how you would come to a decision.
  6. 6. Supplier Problem Solution Product 1995 Went to a retailer nearby I explained my problem to the sales guy He suggested 3 brands of Refrigerators that fitted my needs I choose the brand that best fitted my needs and feelings.
  7. 7. Problem Solution Product Supplier 2015 I read reviews, descriptions, social info by experts and people like me I started with Googling my problem I chose the brand that best fitted my needs and feelings based on that information Then I decided where to buy it, based on a mix of price, convenience and service
  8. 8. Decision journey for consumers has changed and this change is global
  9. 9. R.I.P The Marketing Funnel is Dead
  10. 10. •The traditional marketing funnel is losing its relevance •Consumers no longer follow the linear path to achieve their moment of purchase. •Technology is influencing each stage of the consumer decision journey like never before •The rise of social, mobility and analytics has created new avenues / multiple touch points for brands to connect with consumers
  11. 11. According to a survey by The Economist
  12. 12. Customers now are also often actively engaged with the brand — and their friends and peers — after they’ve bought the product or service using social media and the Web.
  13. 13. Shoppers are shopping in a different way that requires companies to change how they think about and interact with their customers Percentage companies admit they have limited to no understanding on how their customers interact with them digitally
  14. 14. You are spending your money in all the wrong places Up to 90%of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy.
  15. 15. In 2009 a new journey was indentified by
  16. 16. The four distinct phases of the CONSUMER DECISION JOURNEY •Consider •Evaluate •Buy And the post-purchase phase, •Enjoy, Advocate, Bond Offer a vast array of touch points at which consumers can be influenced
  17. 17. 1. 4. 3. 2.
  18. 18. More than 60% of consumers of facial skin care products, McKinsey colleagues found, conduct online research about the products after purchase— A touch point entirely missing from the funnel.
  19. 19. Most points of influence are outside the control of the brand, such as tweets, product reviews, personal recommendations, blogs, and so on.
  20. 20. The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews—or, worse, isn’t even discussed online—it’s unlikely to survive the winnowing process.
  21. 21. Companies, therefore, must be prepared to identify which touch points they can continue to affect if they want to win and retain customers.
  22. 22. What is a consumer touch point?
  23. 23. Customer Touch points are your brand's points of customer contact, from start to finish. For example, customers may find your business online or in an ad, see ratings and reviews, visit your website, shop at your retail store, or contact your customer service.
  24. 24. Insights into The Indian Market
  25. 25. leverages Social media as a Touch point
  26. 26. Personalized Names on cups triggersconsumers to click pictures of them and post them on Social media such as Instagram
  27. 27. Yebhi.com, has launched Virtual Storesacross Café Coffee Days where customers can buy products from a virtual wall using QR bar codes. They have started with 30 Virtual Stores across two cities – Delhi and Bangalore This can emerge as anew consumer touch point.
  28. 28. So don’t just build a Great product Build triggers in your product…
  29. 29. Thank you Sir, For the wonderful Internship experience
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