The document discusses how branding has changed in the digital age. It argues that the traditional marketing "funnel" metaphor of pushing advertising is outdated, and instead consumers now go through a "decision journey" with four stages: consider, evaluate, buy, and advocate. It also discusses how marketers can understand consumers' online behaviors and shift resources to owned and earned media touchpoints aligned with the decision journey. The example shows how one company piloted this approach by developing online community initiatives and shifting from paid to owned media.

1. BRANDING IN THE DIGITAL AGE
-YOU’RE SPENDING YOUR MONEY
IN ALL THE WRONG PLACES
-BY DAVID C . EDELMAN
PRESENTED BY-
GIRISH RAJU (B506)
SOURABH DE (B525)

2. ABOUT THE AUTHOR
DAVID C. EDELMAN-
He is the Global co-leader, Digital Marketing and
Sales Practice, at McKinsey & Company.

3. ABOUT THE ARTICLE
 The impact of branding in the digital age.
 How internet has been used as a tool to build relationship
with brands.
 How INTERNET influences (positively or negatively) a
brand.
 How traditional marketing strategies have continued to
exhaust.
 Consumer Decision Journey.

4. INTRODUCTION
 TRADITIONAL AGE:
Relation ends with sale.
 INTERNET AGE:
Relation sustains, remains engage
 TOUCH POINTS:
Spending more time

5. TRADITIONAL FUNNEL METAPHOR

6. BLOCK THAT METAPHOR:
David court 2009 carried on a study on how customer
engage with brands- “The customer decision journey”
(CDJ)
Famous funnel metaphor to think about touch points-
have used paid- media, push marketing.

7. THE RESEARCH REVEALED
Today’s consumers take a much more iterative and less
reductive journey of four stages:
 Consider
 Evaluate
 Buy
 Enjoy, Advocate and Bond

8. MODERN CONSUMER DECISION JOURNEY

9. JOURNEY IN PRACTICE
There are two implication of this:
Instead of focusing on how to allocate spending across media, marketers
should target stages in the decision journey.
ADVERTISEMENT
ADVOCACY
The second implication is that marketers’ budgets are constructed to meet the
needs of a strategy that is outdated.
ONE WAY COMMUNICATION
HUGE COST INVOLVED
Instead of paid media marketers should concentrate on-
Owned media
Earned media

10. EXAMPLE-

11. LAUNCHING A PILOT
 To shift to a CDJ-driven strategy has three parts:
 understanding your consumers’ decision journey
 Determining which touch points are priorities how to
leverage them
 Allocating resources accordingly

12. To see how consumers navigate the decision journey the following were
considered:
 WHAT THEY DO
 To answer this, multiple questions were
framed like:
 How would they describe the stages of their
journey, online and off?
 Which resources were most valuable to them,
and which were disappointing?
 How did brands enter and leave their decision
sets, and what drove their purchases in the end?

13. WHAT THEY SEE
 This consisted of questions like:
 How was its appearance in the search
engines?
 How visible were they on retail sites?
 What do consumers review about the brand?
 WHAT THEY SAY
 The final focus was what people say online about the brand

14. TAKING ACTION
- Shift from paid media
- Marketing inserted links from its own site
to retail sites
- Developed programs that included online
community initiatives, contests, and e-mail
promotions

15.  A CUSTOMER EXPERIENCE PLAN
-The details of a customer experience plan
will vary according to the company’s
products, target segments, campaign
strategy, and media mix
 NEW ROLES FOR MARKETING
-Orchestrator
- Publisher and “content supply chain” manager.
- Marketplace intelligence leader.
 STARTING THE JOURNEY

16. HOW THE INTERNET IS USED
 A large number of the internet population use the internet for just
searching randomly.
 The next large internet population is more involved in research
 Online videos and music
 Last but not the least- Social Networking.

17.  Google conducted a research on the online and offline purchases:-
 Research online and purchase offline (66%)
 Research offline and purchase offline (13%)
 Research online and purchase online (20%)
 Research offline and purchase online (0%)

18. 50 MILLION MARK
 It took radio 38 years
 It tool Television 13 years
 It took Internet 7 years
 It took Mobile just 3 years