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LEADERSHIP IS
DOING THE
RIGHT THINGS;
MANAGEMENT
IS DOING
THINGS RIGHT.
Peter F. Drucker
CONSUMER DECISION JOURNEY
Consumer 2.0 by Moore Corporation
Source: Philip Kotler
BUYER DECISION PROCESS
 Stages in the Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
CONSUMER DECISION JOUNEY
Hugo Boss
CONSUMER DECISION JOUNEY
Hugo Boss
CONSUMER TOUCH POINT
Brand touch point model
Source: Moore Camp
CONSUMER DECISION JOUNEY
Example: Assurance
CONSUMER DECISION JOUNEY
When marketers understand this journey and
direct their spending and messaging to the
moments of maximum influence
…they stand a much greater chance of reaching
consumers in the right place at the right time
with the right message – or efficiency.
Source: hbr.org
CONSUMER DECISION JOUNEY
The shift to a CDJ-driven strategy has three parts
#1 - Understanding your consumers’ decision journey
#2 - Determining which touch points are priorities and
how to leverage them
#3 - Allocating resources accordingly
Source: HBR
CONSUMER DECISION JOUNEY
Traditional funnel metaphor
CONSUMER DECISION JOUNEY
Traditional funnel metaphor
CONSUMER DECISION JOUNEY
Traditional funnel metaphor
Source: Mckinsey
CONSUMER DECISION JOUNEY
Traditional funnel metaphor
The funnel analogy suggests that consumers systematically
narrow the initial-consideration set as they weigh options, make
decisions, and buy products.
Source: Mckinsey
TRADITIONAL FUNNEL METAPHOR
Traditional funnel metaphor
Marketing has always sought those moments, or touch points, when consumers are open to influence.
For years, touch points have been understood through the metaphor of a “funnel”
Source: Milward Brown AdReaction, 2014.
DAILY SCREEN USER, PER PERSON
Source: Milward Brown AdReaction, 2014.
USE BY TIME OF DAY
MULTI-SCREEN CONSUMER BEHAVIOR
Source: Google 2013
EXAMPLE: AT THE SAME TIME WHEN I USE MY SMARTPHONE I ALSO
Source: Millwardbrown 2014
• 29% - For more information about what's on TV (e.g. sports scores, character, bios etc.)
• 19% - To discuss what I’m watching with other people (e.g. via social media)
• 18% - To interact with what's happening on TV
• 16% - To follow up on a TV ad
(Reasons for meshing)
TYPE OF SIMULTANEOUS USE
Source: KPCB 2015/Jupiter Research
RE-IMAGINING USER INTERFACES
#1. Interconnectivity
#2. Levelling the Information
#3. Relevance Filtering
#4. Niche Aggregation
#5. User Generated Content
#.6 Prosumer
#7. Instant Gratification
CONSUMER DECISION JOUNEY
Today, Consumers are changing the way they
research and buy products…
Today, the funnel concept fails to capture all the
touch points and key buying factors…
Source: HBR
CONSUMER DECISION JOUNEY
Today decision-making process
Source: Mckinsey
CONSUMER DECISION JOUNEY
#1: Initial Consideration
Consideration
Commercial sources
Personal sources
Public sources
Internal Stimuli External Stimuli= +
CONSUMER DECISION JOUNEY
#1: Initial Consideration
Traditional
Digital
CONSUMER DECISION JOUNEY
#2: Evaluate
Source: HBR, Google & Philip Kotler
Consideration
Evaluate
 Product attributes
 Brand image
 Expectation
 Brand alternatives
90%
Research before purchase
47%
Research before Moment of purchase
4-8
Touch-point
CONSUMER DECISION JOUNEY
#2: Evaluate
Source: HBR, Google & Philip Kotler
Consideration
Evaluate
 Product attributes
 Brand image
 Expectation
 Brand alternatives
90% 47% 4-8
The initial consideration set frequently expands as consumers
seek input from peers, reviewers, retailers, and the brand and its
competitors.
CONSUMER DECISION JOUNEY
The number of brands added for consideration in different stages differs by industry.
Source: Mckinsey
 Attitudes of others
 Unexpected
situational factor
CONSUMER DECISION JOUNEY
#3: Moment of purchase
40% of consumer change their minds because of something they
see, learn, or do at this point.
Source: Mckinsey
Decision
Intention
Consideration
Evaluate
Buy
CONSUMER DECISION JOUNEY
Most-influential touch point by stage of consumer decision journey, for competitors and new
customers
Source: Mckinsey
CONSUMER DECISION JOUNEY
#4: Post-purchase: Enjoy – Advocate - Bond
Source: HBR
Consideration
Evaluate
Buy
Enjoy &
Advocate
Bond
60%
conduct online research about
the products after purchase…
(Facial skin care)
CONSUMER DECISION JOUNEY
#4: Post-purchase: Advocate & Bond
…ADVOCATE for it by word of mouth, creating fodder for
the evaluations of others and invigorating a brand’s
potential
…enter an enjoy-advocate-buy loop that skips the consider
and evaluate stages entirely.
Source: HBR
Consideration
Evaluate
Enjoy
CONSUMER DECISION JOUNEY
#4: Post-purchase: Advocate & Bond
…ADVOCATE for it by word of mouth, creating fodder for
the evaluations of others and invigorating a brand’s
potential
…enter an enjoy-advocate-buy loop that skips the consider
and evaluate stages entirely.
Source: HBR
CONSUMER DECISION JOUNEY
$: Loyalty loop
Source: Mckinsey
CONSUMER DECISION JOUNEY
#4: Loyalty: not all loyalty is equal in today’s increasingly competitive
1. Active loyalists - who not only stick with it but
also recommend it.
2. Passive loyalists - Despite their claims of
allegiance, they are open to messages from
competitors.
CONSUMER DECISION JOUNEY
Consideration
Evaluate
Buy
Enjoy &
Advocate
Bond
Happy
UGC
Social Media &
Owned Media
UGC
Social Media &
Owned Media
UGC = User Generated Content
Poisonous fodder
1:11
Paid Media
Healthy fodder
1:3
Healthy fodder
CONSUMER DECISION JOUNEY
Summary #1
1. Today’s consumers often reduce the number of products
they consider at the outset.
2. The initial consideration set frequently expands
3. More consumers hold off their final purchase
4. Customer conduct online research about the product after
purchase
5. If the bond becomes strong enough, they’ll enter an enjoy-
advocate-buy loop
Source: HBR
CONSUMER DECISION JOUNEY
Summary #1
TRADITIONAL WORLD
DIGITAL WORLD
Consideration Evaluate Purchase Post-purchase
+
-
- + -
+ ++ +
CONSUMER DECISION JOUNEY
Summary #2
Consideration
Evaluate
Buy
Enjoy &
Advocate
Bond
<
C.P.
Acquisition
< C.P.
Retention
Happy
Expectation
Expectation
CONSUMER DECISION JOUNEY
Summary #3
Yesterday, marketing budgets reveals that
70% to 90% of spend goes to advertising
and retail promotions
Source: HBR
CONSUMER DECISION JOUNEY
Summary #3
Consideration
Evaluate
Purchase
Enjoy
Advocate
Bond
Big 3 Display Search CRMSocial Store/Site
But touch points have changed in both number and
nature, and…
In many categories the single most powerful impetus to
buy is someone else’s advocacy.
Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)
CONSUMER DECISION JOUNEY
Summary #3
Big 3 Display Search CRMSocial Store/Site
Now marketers must also consider owned media
and earned media.
Consideration
Evaluate
Purchase
Enjoy
Advocate
Bond
Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)
CONSUMER DECISION JOUNEY
Summary #3
Big 3 Display Search CRMSocial Store/Site
Consideration
Evaluate
Purchase
Enjoy
Advocate
Bond
Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)
KNOWLEDGE SHARING
Source
Article:
- Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places – Harvad Business Review
Report:
- Vietnam Digital Landscape 2015 – Moore
- Consumer Barometer – Google
eBook:
- Marketing Insights From A-Z – Philip Kotler
- The Essential Guide to Online Marketing – eMarketer
- Understanding Digital Marketing – Damian Ryan
- Emarketing Excellence – Dave Chaffey & PR Smith
- Principles of Marketing – Philip Kotler
Case Study: https://www.thinkwithgoogle.com/
E-Learning: https://www.coursera.org/specializations/digital-marketing
Other source:
‐ Digital Knowledge Sharing: http://www.slideshare.net/digitalknowledge
‐ Digital Advertising News: http://moore.vn/tin-tuc
‐ Digital Activities Report: http://moore.vn/tin-tuc/digital-report
CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
dongnx@moore.vn
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |
Workshop “Approach Customer on Digital Media, 14/07/2015
MOORE CORPORATION

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Qua trinh mua sam cua nguoi tieu dung

  • 1. LEADERSHIP IS DOING THE RIGHT THINGS; MANAGEMENT IS DOING THINGS RIGHT. Peter F. Drucker
  • 2. CONSUMER DECISION JOURNEY Consumer 2.0 by Moore Corporation
  • 3. Source: Philip Kotler BUYER DECISION PROCESS  Stages in the Adoption Process 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption
  • 6. CONSUMER TOUCH POINT Brand touch point model Source: Moore Camp
  • 8. CONSUMER DECISION JOUNEY When marketers understand this journey and direct their spending and messaging to the moments of maximum influence …they stand a much greater chance of reaching consumers in the right place at the right time with the right message – or efficiency. Source: hbr.org
  • 9. CONSUMER DECISION JOUNEY The shift to a CDJ-driven strategy has three parts #1 - Understanding your consumers’ decision journey #2 - Determining which touch points are priorities and how to leverage them #3 - Allocating resources accordingly Source: HBR
  • 12. CONSUMER DECISION JOUNEY Traditional funnel metaphor Source: Mckinsey
  • 13. CONSUMER DECISION JOUNEY Traditional funnel metaphor The funnel analogy suggests that consumers systematically narrow the initial-consideration set as they weigh options, make decisions, and buy products. Source: Mckinsey
  • 14. TRADITIONAL FUNNEL METAPHOR Traditional funnel metaphor Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”
  • 15. Source: Milward Brown AdReaction, 2014. DAILY SCREEN USER, PER PERSON
  • 16. Source: Milward Brown AdReaction, 2014. USE BY TIME OF DAY
  • 18. Source: Google 2013 EXAMPLE: AT THE SAME TIME WHEN I USE MY SMARTPHONE I ALSO
  • 19. Source: Millwardbrown 2014 • 29% - For more information about what's on TV (e.g. sports scores, character, bios etc.) • 19% - To discuss what I’m watching with other people (e.g. via social media) • 18% - To interact with what's happening on TV • 16% - To follow up on a TV ad (Reasons for meshing) TYPE OF SIMULTANEOUS USE
  • 20. Source: KPCB 2015/Jupiter Research RE-IMAGINING USER INTERFACES #1. Interconnectivity #2. Levelling the Information #3. Relevance Filtering #4. Niche Aggregation #5. User Generated Content #.6 Prosumer #7. Instant Gratification
  • 21. CONSUMER DECISION JOUNEY Today, Consumers are changing the way they research and buy products… Today, the funnel concept fails to capture all the touch points and key buying factors… Source: HBR
  • 22. CONSUMER DECISION JOUNEY Today decision-making process Source: Mckinsey
  • 23. CONSUMER DECISION JOUNEY #1: Initial Consideration Consideration Commercial sources Personal sources Public sources Internal Stimuli External Stimuli= +
  • 24. CONSUMER DECISION JOUNEY #1: Initial Consideration Traditional Digital
  • 25. CONSUMER DECISION JOUNEY #2: Evaluate Source: HBR, Google & Philip Kotler Consideration Evaluate  Product attributes  Brand image  Expectation  Brand alternatives 90% Research before purchase 47% Research before Moment of purchase 4-8 Touch-point
  • 26. CONSUMER DECISION JOUNEY #2: Evaluate Source: HBR, Google & Philip Kotler Consideration Evaluate  Product attributes  Brand image  Expectation  Brand alternatives 90% 47% 4-8 The initial consideration set frequently expands as consumers seek input from peers, reviewers, retailers, and the brand and its competitors.
  • 27. CONSUMER DECISION JOUNEY The number of brands added for consideration in different stages differs by industry. Source: Mckinsey
  • 28.  Attitudes of others  Unexpected situational factor CONSUMER DECISION JOUNEY #3: Moment of purchase 40% of consumer change their minds because of something they see, learn, or do at this point. Source: Mckinsey Decision Intention Consideration Evaluate Buy
  • 29. CONSUMER DECISION JOUNEY Most-influential touch point by stage of consumer decision journey, for competitors and new customers Source: Mckinsey
  • 30. CONSUMER DECISION JOUNEY #4: Post-purchase: Enjoy – Advocate - Bond Source: HBR Consideration Evaluate Buy Enjoy & Advocate Bond 60% conduct online research about the products after purchase… (Facial skin care)
  • 31. CONSUMER DECISION JOUNEY #4: Post-purchase: Advocate & Bond …ADVOCATE for it by word of mouth, creating fodder for the evaluations of others and invigorating a brand’s potential …enter an enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Source: HBR Consideration Evaluate Enjoy
  • 32. CONSUMER DECISION JOUNEY #4: Post-purchase: Advocate & Bond …ADVOCATE for it by word of mouth, creating fodder for the evaluations of others and invigorating a brand’s potential …enter an enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Source: HBR
  • 33. CONSUMER DECISION JOUNEY $: Loyalty loop Source: Mckinsey
  • 34. CONSUMER DECISION JOUNEY #4: Loyalty: not all loyalty is equal in today’s increasingly competitive 1. Active loyalists - who not only stick with it but also recommend it. 2. Passive loyalists - Despite their claims of allegiance, they are open to messages from competitors.
  • 35. CONSUMER DECISION JOUNEY Consideration Evaluate Buy Enjoy & Advocate Bond Happy UGC Social Media & Owned Media UGC Social Media & Owned Media UGC = User Generated Content Poisonous fodder 1:11 Paid Media Healthy fodder 1:3 Healthy fodder
  • 36. CONSUMER DECISION JOUNEY Summary #1 1. Today’s consumers often reduce the number of products they consider at the outset. 2. The initial consideration set frequently expands 3. More consumers hold off their final purchase 4. Customer conduct online research about the product after purchase 5. If the bond becomes strong enough, they’ll enter an enjoy- advocate-buy loop Source: HBR
  • 37. CONSUMER DECISION JOUNEY Summary #1 TRADITIONAL WORLD DIGITAL WORLD Consideration Evaluate Purchase Post-purchase + - - + - + ++ +
  • 38. CONSUMER DECISION JOUNEY Summary #2 Consideration Evaluate Buy Enjoy & Advocate Bond < C.P. Acquisition < C.P. Retention Happy Expectation Expectation
  • 39. CONSUMER DECISION JOUNEY Summary #3 Yesterday, marketing budgets reveals that 70% to 90% of spend goes to advertising and retail promotions Source: HBR
  • 40. CONSUMER DECISION JOUNEY Summary #3 Consideration Evaluate Purchase Enjoy Advocate Bond Big 3 Display Search CRMSocial Store/Site But touch points have changed in both number and nature, and… In many categories the single most powerful impetus to buy is someone else’s advocacy. Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)
  • 41. CONSUMER DECISION JOUNEY Summary #3 Big 3 Display Search CRMSocial Store/Site Now marketers must also consider owned media and earned media. Consideration Evaluate Purchase Enjoy Advocate Bond Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)
  • 42. CONSUMER DECISION JOUNEY Summary #3 Big 3 Display Search CRMSocial Store/Site Consideration Evaluate Purchase Enjoy Advocate Bond Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)
  • 43. KNOWLEDGE SHARING Source Article: - Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places – Harvad Business Review Report: - Vietnam Digital Landscape 2015 – Moore - Consumer Barometer – Google eBook: - Marketing Insights From A-Z – Philip Kotler - The Essential Guide to Online Marketing – eMarketer - Understanding Digital Marketing – Damian Ryan - Emarketing Excellence – Dave Chaffey & PR Smith - Principles of Marketing – Philip Kotler Case Study: https://www.thinkwithgoogle.com/ E-Learning: https://www.coursera.org/specializations/digital-marketing Other source: ‐ Digital Knowledge Sharing: http://www.slideshare.net/digitalknowledge ‐ Digital Advertising News: http://moore.vn/tin-tuc ‐ Digital Activities Report: http://moore.vn/tin-tuc/digital-report
  • 44. CONTACT NGUYEN XUAN DONG Vice Managing Director 098 999 5145 dongnx@moore.vn Moore Online Solution and Development Corporation Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net | Workshop “Approach Customer on Digital Media, 14/07/2015