Customer engagement - Reality Check?


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In the past, it was assumed that consumers began their search with a large number of brands in mind and then narrowed down their choices. After the purchase was made, the focus was on using the product or service. Today’s reality is much different as now, after purchase, consumers continue to engage with the brand, typically sharing experiences online via social media channels.

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Customer engagement - Reality Check?

  1. 1. CUSTOMERENGAGEMENTReality Check: CustomerDecision Making and EarnedMedia in the Digital World? Author: David Newberry, Group Marketing Officer
  2. 2. THE WAY WECONNECT WITHBRANDS IS PAST After the purchase was made, theCHANGING focus is on using the product or servicePurchase Lifecycle Point of Purchase Consumers start Search with a large number Brands of brands in mind and then narrow down their choices.
  3. 3. THE WAY WECONNECT WITH TODAY’S REALITYBRANDS IS After purchase, consumers continue toCHANGING engage with the brand, typically sharing experiencesPurchase Lifecycle online via social media channels Point of Purchase Search Brands
  4. 4. Consumer Decision TODAY’S REALITY Journey Enjoy/Advocate/Bond Unique to our digital era. Buy There is one more stage : refine – what consumers do after they evaluate.Evaluate Refine Brands are added and subtracted from a group under consideration during an extended evaluation stage based Consider on the opinions and experiences of others.
  5. 5. Consumer Decision TODAY’S REALITY Journey Take for example. Once a consumer logs onto the Enjoy/Advocate/Bond website, he or she considers and evaluates an item they want, and has the option of adding it to their wish list. In this step, the desired product is identified, but there’s more Buy evaluation to be done through other channels & sites before committing to the purchaseEvaluate in our digital era, the way we shop has much more of a pre-Refine select, or evaluate, stage that can be quite critical, and knowing how to influence customers’ decisions during this stage requires extreme Consider personalization.
  6. 6. Consumer TODAY’S REALITY Decision Google has coined this term Journey Zero Moment of Truth (ZMOT) to describe the fact Enjoy/Advocate/Bond that marketers must compete for attention online long before a purchase decision is made. BuyEvaluate In many cases, a consumer, might have been evaluating a brand without that company even being aware that they’re interested. How can companies better influenceRefine that process? For me, the one area to really focus on for this is in earned media – what other people are saying about you as a brand in reviews, social channels and communities. Consider
  7. 7. Consumer For Example Decision Journey Establish earned media value. Target took a different approach when they decided to move to Canada from the U.S., which was risky given that the Canadian public might not support a large U.S. retailer A key marketing strategy, is the recognition that an organization can’t wait until its doors open to engage with consumers for the first time. This should be done far in advance, by listening, capturing, repurposing and sharing community content in multiple places where your desired customer may go long before they directly engage with you.
  8. 8. Consumer Decision Journey The whole decision-making process today has been extended. One of the most powerful forces in influencing this process can be a brand’s pull with its earned media. As such, real-time communications become critical – to be able to engage both directly & indirectly before, during, and after the buying and decision making process.
  9. 9. CUSTOMER ENGAGEMENT NEXT You can read more about these trends and other upcoming topics for this series in our whitepaper, Customer Communications in the Digital Era, available for download hereVisit us at 9