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Branding In the Digital Age
You’re Spending Your Money in All the Wrong Places
Not long ago…………
A car buyer…..
But Now……….
A car buyer
Then: The Funnel Metaphor
Now: The Consumer Decision Journey
Narrowing their choices
Today’s consumers take a much more iterative and less reductive journey of
four stages:
o consider
o evaluate
o buy
o enjoy, advocate, bond.
Consider
journey begins with the consumer’s top-of-mind
consideration set
Evaluate
o Consumers seek input from peers, reviewers, retailers, and
the brand and its competitors
o they’ll add new brands to the set and discard some of the
originals
Buy
point of purchase
o which exploits placement, packaging, availability, pricing,
and sales interactions—is an ever more powerful touch
point
Enjoy, advocate, bond.
More than 60% of consumers of facial skin care products conduct
online research about the products after purchase
The Journey in Practice
First,
o dozens of marketing budgets reveals that 70% to 90% of spend goes
to advertising and retail promotions that hit consumers at the
consider and buy stages
o spending across media—television, radio, online, and so forth
The Journey in Practice
Second,
o Management focused on “working media spend”
o communication was one-way
Well, that Practice was…….
What is happening now?
consumers navigate the decision journey
Branding in the digital age:You're Spending your money in All the Wrong places
Branding in the digital age:You're Spending your money in All the Wrong places
New Roles for Marketing
• Orchestrator
• Publisher and “content supply chain” manager
• Marketplace intelligence leader
Branding in the digital age:You're Spending your money in All the Wrong places

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