Uploaded byGerard Babitts
Always On. Always Connected.
The document discusses the impact of hypermobility on consumer behavior, emphasizing the transition to an 'always on' mentality that influences the decision-making process known as the zero moment of truth (ZMOT). It outlines the need for brands to adapt their strategies to meet consumers' expectations for immediate access to information and solutions. Key recommendations include focusing on consumer needs, providing value, and leveraging digital ecosystems to enhance engagement with consumers.
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Always On. Always Connected.
- 1. ALWAYS ON. ALWAYS CONNECTED. HyperMobility& The Consumer Decision Journey Gerard Babitts March 2013 1
- 2. AGENDA 1. THINK MOBILITY.NOT MOBILE. 2. A DAY IN THE DIGITAL LIFE 3. THE SHIFT TO “ALWAYS ON” 4. THE IMPACT ON THE CONSUMER DECISION JOURNEY 5. WHAT YOU CAN DO ABOUT THIS 2
- 3. ONCE UPON ATIME … 3
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- 6. THINK AGAIN $0 TO $1B IN ONLY FIVE YEARS #1 YOGURT IN THE UNITED STATES STRONGER AESTHETICS & MARKETING 6
- 7. TURNING IDEAS INTOACTION 7
- 8. THINK MOBILITY –NOT MOBILE 8
- 9. MOBILITY IS ABOUT… 1. A MINDSET 2. USER CONTEXT 3. NEED STATES 9
- 10. A DAY INTHE DIGITAL LIFE… 62% IMMEDIATELY GRAB SMARTPHONE AFTER WAKING UP 30% OF DRIVERS BROWSE ON SMARTPHONE 51% DO ONLINE RESEARCH AS PART OF THEIR JOB STUDENTS CYCLE THROUGH 65 WINDOWS PER LECTURE 40% USE SMARTPHONES IN BATHROOM 50% OF PREFER DIGITAL COMMUNICATION TO FACE TO FACE 84% OF TIME ON A SMARTPHONE IS NOT USING PHONE 95% USE A DIGITAL DEVICE AN HOUR BEFORE BED source: Pew Research 2012 | eMarketer 2013 | Facebook/IDC 2013 10
- 11. MOBILITY = “ALWAYSON” IMPRESSIONS source: “How Consumers Buy Today” reachlocal.com, 2012 11
- 12. THE SHIFT TO“ALWAYS ON” 12
- 13. source: “Internet Trends”Kleiner Perkins Caufield Byers December 2012 13
- 14. source: “Internet Trends”KPCB December 2012 | “Understanding The Changing Needs Of Online Consumers In Latin America” Forrester, March 2012 14
- 15. US SMARTPHONE PENETRATIONBY 2016 ’13: 55% ’14: 62% ’15: 68% ‘16: 73% source: eMarkerer January 2013 15
- 16. source: “Internet Trends”Kleiner Perkins Caufield Byers December 2012 16
- 17. 100% OF PUBLISHERSARE GOING MOBILE source: “This Year All Publishers Go Mobile” eMarketer, January 2013 17
- 18. CONSUMER DIGITAL MULTITASKING source:“A Portrait of Today’s Tablet User Wave II” OPA, June 2012 18
- 19. WHAT ARE THETOP MOBILITY ACTIVITIES? BROWSING THE INTERNET SEARCHING FOR INFORMATION source: “The New Multi-screen World” Google, August 2012 19
- 20. THE IMPACT ONTHE CONSUMER & SHOPPER DECISION JOURNEY 20
- 21. THE ZERO MOMENTOF TRUTH The Zero Moment of Truth (or ZMOT) is the decision-making process in which a consumer goes online to conduct research, learn about alternatives, read reviews, look for coupons or discounts, and more, for a product or service they are thinking about buying — all before ever calling or going to the store. That’s why your brand needs to be present during a consumer’s Zero Moment of Truth. source: zeromomentoftruth.com 21
- 22. MOBILITY POWERS THISZMOT source: Google’s Zero Moment of Truth 22
- 23. REMEMBER THE DECISIONFUNNEL? source: “Marketing’s New Key Metric: Engagement” Forrester, August 2007 23
- 24. IT’S BEEN REPLACEDBY A LOOP source: “The Consumer Decision Journey” McKinsey & Company 2009 24
- 25. A COMPLEX, DYNAMICLOOP source: “”Digital Shopping: What You Need to Consider” Nielsen, October 2012 25
- 26. IF YOU INSISTON A FUNNEL… UNDERSTAND THAT IT SPINS source: “How Consumers Buy Today” reachlocal.com, 2012 26
- 27. THE SHOPPER CONTINUUMFRAMEWORK source: “Untangling the Social Web” Coca-Cola Retailing Research Council & Integer, March 2012 27
- 28. THE DECISION JOURNEYIN ACTION source: “Untangling the Social Web” Coca-Cola Retailing Research Council & Integer, March 2012 28
- 29. MOBILITY & GROCERYSHOPPING source: “Meet the Screens” Microsoft Advertising | IPSOS | BBDO, June 2012 29
- 30. SMARTPHONE USAGE INSTORES IS UP Price Comparison 63% Offers/Coupons 56% Product Reviews 54% source: “How Does Wi-Fi Affect Mobile Shoppers?” eMarketer March 2013 30
- 31. CONSUMERS CAN’T HIDE AND NEITHER CAN WE 31
- 32. LOCATION BASED SHOPPINGAPPS 32
- 33. LOCATION, LOCATION, LOCATION GEO-TARGETING / MICRO-TARGETING / NEAR FIELD COMMUNICATION (NFC) source: “Can Texting Save Stores” The Wall Street Journal, May 8, 2012 33
- 34. WHAT YOU CANDO ABOUT THIS 34
- 35. ONE: TRUST YOURINNER CONSUMER 35
- 36. TWO: FOCUS ONTHE SOLUTION INSTEAD OF THE PRODUCT How can you make the consumer’s life easier? q Personal Accomplishment? q Make them a Rock Star? q Happiness/Joy? q Recipes? q Discounts? q Loyalty? q Content? q Whimsy? 36
- 37. MARKETING DISGUISED ASA SERVICE 37
- 38. ASK YOURSELF… q What are my consumer’s needs? q How can my brand make their lives easier? q How can my brand “delight” & “serve” consumers? q What’s in it for the consumer? q How do they behave and connect digitally? q What’s the digital maturity of my consumers? q How does technology inform their purchase path? q What do they share with each other? q How are your competitors connecting with them? q What would I want? 38
- 39. THREE: FOCUS ONACCESS INSTEAD OF PLACE When you can dip into almost the entirety of the world's knowledge from the phone in your pocket, you're always able to research, buy and advocate. It's not about Place any longer. Now, it's about Access. What can a brand give me at this precise moment that I want or need? That's the bar companies now have to clear, and it's not easy.“ ~ Jay Baer 39
- 40. IT’S NOT AONE-SIZE FITS ALL WORLD SMARTPHONE PC Hungry people looking for the closest McDonalds Not so hungry people looking for nutritional information; investors; corporate messaging and marketing 40
- 41. ASK YOURSELF: q Whatdevices/channels are they using? q When do they use it? q Where do they use it? q What is going on in the environment q How do they use it? q How do they relate to the devices/channels? q Why do they use it? q What’s the lowest common denominator channel? 41
- 42. A DIGITAL ECOSYSTEMTIES ALL TOGETHER 42
- 43. A PEER BESTIN CLASS DIGITAL ECOSYSTEM SOCIAL & VIDEO SEARCH ENGINE MOBILE & APP OPTIMIZATION OPTIMIZATION ONLINE ADVERTISING GENERAL MILLS NEWSLETTER TABLESPOON.COM DISCOUNTS (1,000+ SITES & BLOGGERS) Betty Crocker Lucky Charms Cheerios Old El Paso Chex Pillsbury Green Giant Progresso Haagen-Dazs Yoplait BLOGGER SYNDICATION NETWORK TV / PRINT / IN-STORE BRAND SITES, PRESENCES, AND PACKAGING 43
- 44. A HEINZ BESTIN CLASS BRAND ECOSYSTEM SOCIAL & VIDEO VIDEO REVIEWS MOBILE SITE OPTIMIZATION SEARCH ENGINE OPTIMIZATION BRAND PACKAGING EATYOURBEST.COM WEIGHTWATHERS.COM NEWSLETTER DISCOUNTS LOYALTY PROGRAM ** POWERED BY LOTS OF CONTENT, VALUE AND DATA ** 44
- 45. FOUR: FOCUS ONVALUE INSTEAD OF PRICE 45
- 46. FIVE: FOCUS ONEDUCATION INSTEAD OF PROMOTION 46
- 47. FINAL THOUGHTS If you put your consumers first, understand dynamic technology, stay curious, and ask questions, your consumers will lead the way. It’s not about Digital Marketing. It’s about marketing to an “Always On” Digital Consumer. 47
- 48. THANK YOU 48
Editor's Notes
- #4 Once upon a time, Marketers could rely on certain Truths.You could spend your days turning suspects - people who ought to want your products – into prospects – people who had expressed an interest in your products – to become customers, the suckers who actually got their wallets out.Your marketing strategy could focus almost exclusively on the 4 P’s: Product, Price,Placement and Promotion. Pick a decent product, cut the price, add a yellow flash to the packaging and move it up two shelves, then sit back, put your feet up and wait for Madmen to be invented.When you bothered, you probably tracked your sales attribution. How did you grab the prospect’s Attention? What drove their Intention to buy? How did you convert that intention into a Desire? And what led to the final Action of buying? By following this well-trodden path, you could figure out what worked best and how to get more customers. Tasty!Yet, as Google pointed out in its Zero Moment of Truth (ZMOT) handbook in 2011, consumers now check (on average) 10.4 information sources before they buy. They see a book they like in a magazine, read reviews on Amazon, visit its fan Page on Facebook, ask friends about it on Twitter, then buy it on their Kindle.
- #5 The onus is on us as marketers to keep pace with changeOld marketing model – easy to be a domo – no moreYou will be marginalized if you think you can get by with the old way of doing things.
- #9 This is not so much about devices as about the shift into always being connectedAbout having everything digital at your fingertips.Internet. Apps. Email. Camera. Social NetworkAnother way to think about this is to reference the term “invisible computer”. This refers to the idea that technology has been invisible to the consumer. Meaning people don’t spend time thinking about the power of their devices as much as just using them to make their lives easier.And digital marketers who succeed will be focused on the consumer benefit and not the technology they are using.
- #12 the average consumer uses over 10 sources of information to make a purchase decision, up from just five sources in 2010
- #17 SmartPhones are a digital Swiss Army KnifeMaking phone calls ranked 5tth behind browsing the Internet, checking social networks, listening to music, and playing games.25% of US teens access Internet via mobile. That’s your future.
- #21 The customer journey has evolved, yet organizations are failing to recognize and adapt to the change.Today, the new customer is empowered to make faster, smarter, more-informed decisions using technology, for instance, by accessing real-time information on their mobile devices or connecting with trusted peers across open and closed social networks.To respond to a dynamic customer journey, organizations must transform their sales, marketing, and customer service programs and adopt an intrinsically more flexible organizational, technological, and go-to-market approach.Notice the use of both Consumer & Shopper Journey. They are slightly different. One is emotional and one is behavioral. The key is that mobility blurs these lines and journeys.The Consumer mindset absorbs information that builds the perception of and relationship with the brand. The Shopper mindset absorbs any information that is involved with how we shop for a particular product.
- #22 Research by Google & Shopper Sciences of 5,000 shoppers across 12 categories.ZMOT is that "grabbing-the-laptop moment" after a stimulus compels you to act (aka buy) but before the FMOT (First Moment of Truth) occurs when you're standing at the store shelf ready to take action. It's a moment in which your decision takes shape of whether or not to buy -- and, if so, which brand.Click the image to play the video…
- #23 the average consumer uses over 10 sources of information to make a purchase decision, up from just five sources in 2010
- #25 The journey is non-linear
- #26 The journey is non-linear
- #30 71% of connected mobile consumers use their mobile in some capacity during their grocery shopping path.
- #37 YOU ARE IN THE SERVICE BUSINESS.All customers care about is solving their problems. Solve those problems at every step of the digital consumers decision journey and you’ll make your brand more valuable to the consumer.
- #39 Instead of worrying about the tactic to use or which channel or platform to target, start with getting to know your users.Consumer behaviors & goals will lead you to your technological path.
- #41 Consumers look to achieve different goalsat different times/locations/eventson different devices.It is not a one-size-fits-all digital world.
- #44 Tablespoon.com serves as the central hubContent from site gets fed to an assortment of other parts of ecosystemContent on site gets new content from other parts of ecosystemsGet center right. Everything else is easier.