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Dating a millennial – the path to purchase model

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With the rise of digital, companies now start with the technology and try to fit in a communication strategy. What they should be doing is starting with a communication strategy and trying to see which channels make most sense within the user’s path to purchase. Deborah Ko, Behavioural Psychologist, discusses the revised path to purchase model for millennial consumers to show that offline and digital touch points blend seamlessly together.

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Dating a millennial – the path to purchase model

  1. 1. Dating a millennial – the path to purchase model Breakfast series – Increasing Conversion 22 April 2015
  2. 2. Our whole consumer model is based on the baby boom. …[now the coming generation] is setting up a whole new consumer model.” - Diane Swonk, chief economist at Mesirow Financial 22/4/2015 Architects of digital change 2
  3. 3. We’ve all heard a version of this: “We need a digital strategy team.” “The only way to talk to millennials is through mobile. We need an app.” “Social media is big. Let’s get on Facebook. Let’s get a digital plan to get some fans.” “My website looks dated. We just need it to look more modern.” 22/4/2015 Architects of digital change 3
  4. 4. You want a relationship with a millennial. 22/4/2015 Architects of digital change 4
  5. 5. What you’re really saying: “We need a digital strategy team.” “The only way to talk to millennials is through mobile. We need an app.” “Social media is big. Let’s get on Facebook. Let’s get a digital plan to get some fans.” “My website looks dated. We just need it to look more modern.” “I need a dating strategy at the coffee shop” “The most popular way to get to the coffee shop is by car. I need a car.” “The coffee shop is really popular. I need to go and do something awesome there and she’ll like me.” “My wardrobe is dated. I think I need trendy glasses. 22/4/2015 Architects of digital change 5
  6. 6. 22/4/2015 Architects of digital change 6
  7. 7. How’d that turn out for you? 22/4/2015 Architects of digital change 7
  8. 8. Step 1: Find out the things that matter most to your audience and understand how you fit into their lifestyle 22/4/2015 Architects of digital change 8
  9. 9. Meet the millennial 22/4/2015 Architects of digital change 9 15 - 35 yrs. old Affected by recession Most educated generation Born at inception of internet Most digitally connected Sharing mentality
  10. 10. Understand the her perspective. 22/4/2015 Architects of digital change 10 She volunteers at an animal shelter She’s a dedicated yogiShe likes indie music and photography She is competitive She’s Catholic She’s a chemist
  11. 11. Understand the real decision factors. 22/4/2015 Architects of digital change 11 You’re kind to others I find you attractiveYou like indie music and photography You’re ambitious You’re Catholic You’re witty
  12. 12. Why adding in ‘digital’ won’t work Functional & Informational knowledge Emotional appeal Self motivation 22/4/2015 Architects of digital change 12
  13. 13. Into the minds of your consumers Functional & Informational knowledge Emotional appeal Self motivation 22/4/2015 Architects of digital change 13 How useful is the solution? How difficult is it for me to carry out the solution? Do I have the necessary mental and physical capacity to carry out the solution? What is the person I want to be? Who do I want to be perceived as? What are my values and attitudes? How does the problem affect me emotionally? How would I feel if the problem was solved? How assured and supported do I feel in my decision?
  14. 14. Find out about their drives 22/4/2015 Architects of digital change 14 SELF EMO INFO Align brand personality Focus marcomm on key brand attributes Develop targeted messages Identify the correct look & feel Identify emotional needs along the user journey Identify emotional triggers that prompt action Provide assurance and confidence at weak points in the journey Provide progressive disclosure Provide manageable choices Provide targeted information Improve information layout
  15. 15. Find out where they go 22/4/2015 Architects of digital change 15 SELF EMO INFO Blogs, vlogs, newspapers, magazines, and advertisements provide inspiration and a space to dream Friends and family as well as social networks are often seen as places for social support Forums also have a supportive element to them TV, radio, blogs, vlogs, magazines, online shops and reviews, and forums are good places to get information and advice
  16. 16. Why you start with the individual before digital 22/4/2015 Architects of digital change 16
  17. 17. Step 2: Identify the key decision factors and highlight the information that will help your audience make decisions easily 22/4/2015 Architects of digital change 17
  18. 18. What do you add to the party? 22/4/2015 Architects of digital change 18 How you treat her friends Your appearance Your interests Your behaviour Your beliefs Your wit
  19. 19. Hoteliers’ selling point beyond their hotels 22/4/2015 Architects of digital change 19
  20. 20. Step 3: Create a unified communication and marketing strategy based on how users are motivated to search for information 22/4/2015 Architects of digital change 20
  21. 21. Deciding if you’re worth it 22/4/2015 Architects of digital change 21 What you’re like on dates Her friends’ observations What you’re like on Facebook What you’re like on LinkedIn What you’re like with your family What your friends are like Your Spotify playlist How you treat your customers in- store Their friends are buying your brand What you’re like on Facebook Consumer reviews Personal experience using brand What your brand stands for The experience of buying online
  22. 22. Step 4: Set up mini-conversions 22/4/2015 Architects of digital change 22
  23. 23. Baby steps please! 22/4/2015 Architects of digital change 23 Contact info? Another date? Introduce him to my friends? Start relationship? Introduce him to my family? Marriage??
  24. 24. More successful articles had more inclusive sentences in them 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1.95 2 2.05 2.1 2.15 2.2 2.25 2.3 2.35 2.4 Percentageofsentenceswith inclusivewords Weighted rank of stories 22/4/2015 Architects of digital change 24 Content audit There was a positive relationship between success of the article and how many times words such as “we, us, our, ours” were in the sentences (i.e., “Most of us eat every day”, “And we connect with the people”) Data obtained for June 20 – July 20, 2014 from Google Analytics for top 10 and bottom 10 stories
  25. 25. The millennial user journey
  26. 26. You want a relationship with a millennial. 22/4/2015 Architects of digital change 26
  27. 27. Dating is complicated. She’s interested in dating She is looking for a certain type of person She needs to know you better She wants to be with you You start a relationship Was this a good idea? 22/4/2015 Architects of digital change 27 Information sources ? Emotional journey
  28. 28. The path to purchase is complicated. Problem Solution Research Decision Purchase Validation 22/4/2015 Architects of digital change 28 Information sources ? Emotional journey
  29. 29. The new path to purchase Problem Solution Research Decision Purchase Validation 22/4/2015 Architects of digital change 29 Information sources ? Emotional journey
  30. 30. Be content-led, not medium-led. 22/4/2015 Architects of digital change 30
  31. 31. Friends/Famil yCelebritiesAdvertisers 1. Am I missing something? 22/4/2015 Architects of digital change 31 Billboards TV Magazine/ Newspape r Radio Blogs Social Media Social Media PPC Instagra m Instagram Web press Emotions: Dissatisfaction, fear, frustration Offline Online Problem Solution Research Decision Purchase Validation Info Emo Self Pinterest Push notification eDM
  32. 32. Friends/Famil y Celebrities Experts 2. Do I know how to fix it? Am I capable? 22/4/2015 Architects of digital change 32 TV Magazine/ Newspape r Blogs Social Media Forums Web article Emotions: Hope, anticipation, skepticism, curiosity Offline Online Problem Solution Research Decision Purchase Validation Info Emo Self
  33. 33. Friends/Famil y Celebrities Experts 3. I think I know what I need. What is the best to meet my needs? 22/4/2015 Architects of digital change 33 Blogs Social Media Forums Web report Emotions: Uncertainty, curiosity, fear of regret Customer service SMS / call Magazine/ Newspape r Onsite comparison Online product comparison/ reviews Online videos Blogs Offline Online Problem Solution Research Decision Purchase Validation Info Emo Self Web- site
  34. 34. SELF 4. I have enough information and confidence to make a decision 22/4/2015 Architects of digital change 34 Convenient Within budget Emotions: Hope, anticipation, reassurance, fear, worry Social needs met Utility needs met Product is self expressive Quality needs met Problem Solution Research Decision Purchase Validation Info Emo Self Emotional needs met
  35. 35. Customer service 5. How easy/convenient is it for me to make the purchase? 22/4/2015 Architects of digital change 35 Fast delivery options Ease of checkout Emotions: Excitement, frustration, impatience Secure Sales person Display Online product comparison/ reviews Offline Online Availability Problem Solution Research Decision Purchase Validation Info Emo Self
  36. 36. Friends/Famil y Problem Solution Research Decision Purchase Validation Celebrities Experts 6. Did my choice help solve my problem? 22/4/2015 Architects of digital change 36 Blogs Social Media Forums Web press/vid eo Emotions: Satisfaction, delight, regret, frustration, anger, disappointment SMS / call Advertisers TV Magazine/ Newspape r Instagram Online product comparison/ reviews TV Magazine/Ne wspaper Offline Online Info Emo Self eDM
  37. 37. Leisure traveler journey 37 Awareness Research Decision Purchase See/read an ad Gets an email with offer Sees a friend's post about travel Sees news/blog post of travel Searches destination Recommendations online of activities Hotel ratings in the area Photos of the hotel Amenities and activities for the hotel Maps to plan out journey Transportation needs Photos and descriptions of activities Builds hotel criteria Finds flights Outline special needs (i.e., children) Decides on travel time/dates builds travel itinerary based on travel date/time Narrows down hotels based on travel needs/activities Buys through OTA Buys through loyalty/partner offers Buys through hotel website Buys through hotel hotline Buys through agent Request hotel for special needs/ arrangements
  38. 38. Leisure traveler journey 22/4/2015 Architects of digital change 38 Preparation Check-in Stay Check-out Reminisce Researching travel tips (culture, attire, temperature, transportation, voltage) Prepare any visas or medical needs Packing for destination Excitement over itinerary Coordinate flights and hotel information Share excitement with friends Mobile check-in Concierge check-in Getting to the hotel (transportation) Exchanging money Settling into the room Buy local SIM card Figure out transportation Execute itinerary Document journey Explore area Partake in amenities Researching activities for next day Asking concierge for itinerary planning tips Buying tour packages on site Share photos and posts with friends Shopping for mementos Mobile check-out Packing make sure nothing is forgotten Mind shift back to homelife Getting to the airport (transportation) Last minute shopping Check-in to flight (mobile or onsite) Unpack Review and post photos Tell people about travel (WOM/ blog/ post) Review experience (rate hotel, rate activities) Become a loyal hotel member Subscribe to hotel newsletter
  39. 39. Dating the millennial 1. Know your audience on a deeper level 2. Figure out the message you want to convey based on your business goals 3. Decide where you want the message to go – digital or not 4. Recognise the information needs change throughout the journey 22/4/2015 Architects of digital change 39

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