Choosing the right marketing platform by understanding consumer by identifying customer journey, consumer behavior and consumer culture theory consumption decision

1. Right
Message
Customer
Time
Pla1orm
Case:
Bali
Tourism
fredy.utama@pmbs.ac.id
FredyUtama

2. Remember:
marke@ng
mix

3. Product
Price
Place
Promo@on
Public
Rela@on
Poli@cal
Power
People
Processes
Physical
Evidence
Produc@vity
&
Quality
Packaging
Privacy
Personal
Interest
Personal
Network
Public
Commentary

4. Remember:
digital
marke@ng
universe

5. h'ps://webfor.com
Apps
Pla1orm

6. Remember:
social
media
landscape

9. marke@ng
mix
digital
marke@ng
universe
social
media
landscape

10. But
they’re
all
only
tools
..and
as
the
‘digisphere’
gets
crowded,
they
are
not
alone.

11. World
has
Changed
Your
Brand
is
what
says
it
is

12. 1900 1930 1950 1980 1990 2004 2007
Source: Interone Worldwide, trend study „Generation Tekki“
Technologies: Increasing numbers
of devices.
Colour TV
Video
Terrestrial TV
Camera
Radio
Records/Cassette
Cinema
Record
s
Cinema
Terrestrial TV
Camera
Radio
Records
Cinema
CD
Walkman
Computer
Diskette
Gameboy
Video
games
BTX
Private TV
Satellite TV
Kabel TV
Video text
Colour TV
Cassette
Video
Terrestial TV
Camera
Radio
Records
Cinema
Mini-Disc
Digital camera
Pay-TV
Laptop
Discman
CD
Walkman
Computer
Diskette
Gameboy
Video games
BTX
Private TV
Satellite TV
Cabel TV
Video text
Colour TV
Cassette
Video
Terrestrial
TV
Camera
Radio
Records
Cinema
iPod
DVD/DVR
Flatscreens
Web TV/Digital
TV
Music Downloads
Blackberry/
Mobile
PVR
MP3
Internet
UMTS
Playstation
M-Commerce
E-Book
Personal
roboters
Mini-Disc
Digital Camera
Pay-TV
Laptop
CD/Discman
Walkman
Computer
Diskette
Gameboy
Video Games
BTX
Private TV
Satellite TV
Cabel TV
Video text
Colour TV
Cassette
Video
Terrestrial TV
Camera
Radio
Records
Cinema
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14. Unprecedented
change
in
buying

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17. MarkeEng
has
gone
from
a
simple
model
of
appealing
to
general
customer
desire
to
a
complex
algorithm
of
managing
segmented
customer
experiences
on
all
sorts
of
channels
and
devices.
Marke@ng
has
Changed
1900s
–
1920s:
Focused
on
product
a'ributes
1920s
–
1950s:
A
spotlight
on
selling
emerges
1950s
–
1990s:
Focus
on
providing
for
customer
needs
and
wants
1990s
–
2010s:
Developing
and
managing
customer
relaEonships
Now

18. Where
we
can
start?

19. Start
from

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23. Greatest/
Silent
GeneraEon
Baby
Boomers
GeneraEon
GeneraEon
X
GeneraEon
Y
GeneraEon
Z
Born:
1925
Born:
1950
Born:
1979
Born:
1990
Born:
2000
GeneraEon
C
Born:
2015
The
Cohort
Genera@on
William
Strauss
&
Neil
Howe,
1991
More
than
just

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PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASEEVALUATION OF
ALTERNATIVE

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PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASEEVALUATION OF
ALTERNATIVE
POST PURCHASE / CONSUMPTIONPURCHASE
V&How about after
the purchase?
How about the
consumption?

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32. PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASEEVALUATION OF
ALTERNATIVE POST PURCHASE / CONSUMPTION

33. Ques@on:
Iden@fying
Current
customer
Journey
Crea@ng
your
own
customer
Journey
or

34. Better Understanding
Which Platform?

35. Better Understanding
7 C
Context
Content
Community
Customization
Communication
Connection
Commerce
Rayport and Jaworski, 2001

36. Case:
Bali
Tourism

39. Ques@on:
Crea@ng
your
own
pla1orm
U@lizing
the
current
pla1orm
or

41. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION

42. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION
1st1st
Journey:
Customer
plan a trip
for their
vacation.vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
destination.
10th Journey:
Customer
inside the
destination.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVERCONVER
SION
looking for
destination.
looking forlooking for
destination. at thedestination. at theat the
PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASEEVALUATION OF
ALTERNATIVE 12th Journey:
Customer finish
their vacation
POST PURCHASE / CONSUMPTION

46. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION
1st1st
Journey:
Customer
plan a trip
for their
vacation.vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVERCONVER
SION
USER GENERATED
REVIEWS
ONLINE
DISTRIBUTION
ONLINE
PUBLICITY
USER GENERATED
MAP
VIDEO SHARING/
VIDCAST
ONLINE PARTNERSHIP
ONLINE DISPLAY AD
EMAIL
MARKETING
SOCIAL
MEDIA
ONLINE
PUBLICITY
WEBSITE
USER GENERATED
REVIEWS
ECOMMERCE
EMAIL
MARKETING
VIRAL
WOMM
MOBILE
SOCIAL
MEDIA
VIDEO SHARING/VIDCAST
WEBSITE
USER
GENERATED
REVIEWS
MOBILE
IN-GAME
ADVERTISING
ONLINE PARTNERSHIP
SEM/PPC
WEBSITE
ONLINE DISPLAY
AD
VIRAL
WOMM
SEO
EMAIL
MARKETING
SOCIAL
MEDIA
ONLINE PARTNERSHIP
EMAIL
MARKETING
BRAND CONTACT
POINT (ONLINE)
POINT OF INTERACTION
Start Trip
2nd Journey:
5th Journey:
2nd Journey:2nd Journey:
5th Journey: 7th Journey:5th Journey: 7th Journey:7th Journey:
SION
7th Journey:
PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASEEVALUATION OF
ALTERNATIVE
9th Journey:
7th Journey:
SION
9th Journey:
7th Journey:7th Journey:
End Trip
POST PURCHASE / CONSUMPTION

47. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION
1st1st
Journey:
Customer
plan a trip
for their
vacation.vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVERCONVER
SION
BRAND CONTACT
POINT (OFFLINE)
POINT OF INTERACTION
Hotel
Promotion
TourDesk
Promotion
Program
Member
get
Member
Community
Develop
ment
Frequency/
Loyalty
Program
Online
Ticketing
(Website)
Travel Agent
Promotion
Freelance Tour
guide Promotion
Partners
hip-Bali
Airport
Brochure
Flyering
Out
door
Promo
tion
Street
Brochure
Flyering
Partners
hip-Bali
Ambience
Promotion
Freelance
Promotion
Hotel
Promotion
Partner
-ship-
Australi
a Airport
indoor/
outdoor
Promotion
Inflight
Magazine
TourDesk
Promotion
Creating
Custom
er
Ambass
ador
Reward
Program Direct Mail/
Newsletters
KiosK
ATM-
Bank
Restau
rant
Minima
rket
Start Trip
2nd Journey:
5th Journey:
2nd Journey:2nd Journey:
5th Journey:5th Journey:
ProgramProgramProgramProgram
PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASEEVALUATION OF
ALTERNATIVE
Program
9th Journey:
ProgramProgramProgramProgram
9th Journey:
End Trip
POST PURCHASE / CONSUMPTION

48. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
End Trip
2nd Journey:
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVERCONVER
SION
PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASE
EVALUATION OF
ALTERNATIVE POST PURCHASE / CONSUMPTION
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).

49. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
5th Journey:
Customer
arrives at the
destination.
End Trip
2nd Journey:
PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASE
EVALUATION OF
ALTERNATIVE POST PURCHASE / CONSUMPTION
Customer starts
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
10th Journey:
Customer
inside the
destination.
11th Journey:
Customer
check out of
the
destination
End Trip
8th Journey:
Customer checks in
for tour or gathers
more information.
5th Journey:
arrives at the
9th Journey:
Customer in
on tour.
7th Journey:
Customer
walk around
at the
destination.
12th Journey:
Customer finish
their vacation
9th Journey:
Customer in
End Trip
9th Journey:
Customer in
on tour.
CONVERCONVER
SION
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).

50. 1st
Journey:
Customer
plan a trip
for their
vacation.
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
5th Journey:
Customer
arrives at the
destination.
10th Journey:
Customer
inside the
destination.
9th Journey:
Customer in
on tour.
11th Journey:
Customer
check out of
the
destination
Start Trip
End Trip
2nd Journey:
Customer
looking for
information.
7th Journey:
Customer
walk around
at the
destination.
8th Journey:
Customer checks in
for tour or gathers
more information.
CONVER
SION
12th Journey:
Customer finish
their vacation
4th Journey:
Customer starts
trip with car,
plane, train, etc.
5th Journey:
Customer
arrives at the
destination.
2nd Journey:
PROBLEM
AWARENESS
POST
PURCHASE
INFORMATION
SEARCH
PURCHASE
EVALUATION OF
ALTERNATIVE POST PURCHASE / CONSUMPTION
4th Journey:
Customer starts
trip with car,
plane, train, etc.
6th Journey:
Customer
checks in for
hotel/villas.
10th Journey:
Customer
inside the
destination.
11th Journey:
Customer
check out of
the
destination
8th Journey:
Customer checks in
for tour or gathers
more information.
5th Journey:
Customer
arrives at the
destination.
9th Journey:
Customer in
on tour.
7th Journey:
Customer
walk around
at the
destination.
SION
destination.
CONVERCONVER
SION
12th Journey:
Customer finish
their vacation
9th Journey:
Customer in
End Trip
destination.
End Trip
9th Journey:
Customer in
on tour.
destination.
CONVERCONVER
3rd Journey:
Customer
looking for
reference
(Emotionally &
Rationally).

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52. Terimakasih