Ecosystem Intro

•

7 likes•3,082 views

The document discusses research from a study of over 12,000 consumer respondents interviewed every two weeks throughout their decision process. Some of the key findings include: 1) Consumers now move through a complex ecosystem of brands, information and relationships rather than a linear purchase funnel; 2) Three-quarters of consumers are receptive to information rather than actively seeking it; and 3) Satisfied customers are 27% more likely to share their positive experiences and influence future buyers.

Marketing

METHODOLOGY
1000+
QUESTIONS
12.000
RESPONDENTS
INTERVIEWED
EVERY TWO WEEKS
THROUGH THE
DECISION PROCESS
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

FROM LINEAR, OVER CIRCULAR TO ECO-SYSTEM
E. St. Elmo Lewis, 1898 McKinsey, 2008 OMD, 2014
Source: Wikipedia & McKinsey
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

THE NUMBER OF BRANDS
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA
DOUBLES
WHEN CONSUMERS
GO IN-MARKET

CONSUMERS ARE NOT
ACTIVE, BUT RECEPTIVE
75%
DO NOT ACTIVELY
SEEK INFORMATION
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

TV | DISPLAY | PRINT
ARE DOMINATING MEDIA
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

IN THE BUYING PHASE
THE CONSUMER USES
DIRECT
CONTACTS
34%
HAVE RECEIVED ADVICE
FROM FRIENDS/FAMILY
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

IMPORTANT TO MASTER
PUSH & PULL
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

NEVER UNDERESTIMATE
LOYAL CUSTOMERS
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

PRIMARY DRIVER TO
LOYALTY IS
SATISFACTION
CONSIDER HALF AS MANY BRANDS
PRICE IS LESS IMPORTANT
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

CONSUMERS HAVE
A SHARED MEMORY
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

GOOD STORIES ARE SPREAD
27%
MORE CUSTOMERS SHARE
THEIR STORIES, WHEN
SATISFIED
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

44%
HAVE USED OTHER PEOPLE’S
EXPERIENCES
IN THE BUYING DECISION
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

SOCIAL MEDIA IS NOT THE ONLY
PLACE WE SHARE EXPERIENCES
16%
TAKE PLACE ON
SOCIAL MEDIA
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

CONVERT
DEVELOP
PRIME
STARTING POINT STUDY EVOLUTION ECO-SYSTEM
MARKETING TASKS
TOUCHPOINTS
&
MEDIA

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Ecosystem Intro

1. ECO-SYSTEM #ECODK

2. METHODOLOGY 1000+ QUESTIONS 12.000 RESPONDENTS INTERVIEWED EVERY TWO WEEKS THROUGH THE DECISION PROCESS STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

3. FROM LINEAR, OVER CIRCULAR TO ECO-SYSTEM E. St. Elmo Lewis, 1898 McKinsey, 2008 OMD, 2014 Source: Wikipedia & McKinsey STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

4. THE CONSUMER JOURNEY Consumer

5. WHEN “OUT OF MARKET”, YOU CONSIDER BRAND STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA 1

6. THE NUMBER OF BRANDS STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA DOUBLES WHEN CONSUMERS GO IN-MARKET

7. CONSUMERS ARE NOT ACTIVE, BUT RECEPTIVE 75% DO NOT ACTIVELY SEEK INFORMATION STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

8. TV | DISPLAY | PRINT ARE DOMINATING MEDIA STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

9. STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

10. STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

11. IN THE BUYING PHASE THE CONSUMER USES DIRECT CONTACTS 34% HAVE RECEIVED ADVICE FROM FRIENDS/FAMILY STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

12. IMPORTANT TO MASTER PUSH & PULL STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

13. IF YOUR BRAND IS CONSIDERED, THERE IS A 6XHIGHER LIKELIHOOD TO BE BOUGHT STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

14. IF YOUR BRAND IS CONSIDERED, THERE IS A 12XHIGHER LIKELIHOOD TO BE BOUGHT STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

15. NEVER UNDERESTIMATE LOYAL CUSTOMERS STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

16. PRIMARY DRIVER TO LOYALTY IS SATISFACTION CONSIDER HALF AS MANY BRANDS PRICE IS LESS IMPORTANT STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

17. CONSUMERS HAVE A SHARED MEMORY STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

18. GOOD STORIES ARE SPREAD 27% MORE CUSTOMERS SHARE THEIR STORIES, WHEN SATISFIED STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

19. 44% HAVE USED OTHER PEOPLE’S EXPERIENCES IN THE BUYING DECISION STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

20. SOCIAL MEDIA IS NOT THE ONLY PLACE WE SHARE EXPERIENCES 16% TAKE PLACE ON SOCIAL MEDIA STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

21. CONVERT DEVELOP PRIME STARTING POINT STUDY EVOLUTION ECO-SYSTEM MARKETING TASKS TOUCHPOINTS & MEDIA

Editor's Notes

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