The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should.
Consumer Decision Journey in the Digital AgeAlok Ranjan
The consumer decision journey no longer follows the linear model in the digital era. Enterprises are in the process of creating awe moments for consumers through multiple touch points. Customer retention is one of the arduous challenges facing enterprises in the digital age when small firms are disrupting the consumer buying decision journey. These slides explores the possible interventions in the consumer decision journey, explains the shift the consumer-enterprise interaction behavior, highlights the new model of consumer decision journey and provides recommendations to enterprises on how to capture the top of mind share of the connected consumers.
Awaiting your opinion and comments. Thanks.
Companies need to understand the full range of the multichannel consumer decision journey to understand how to best influence potential and current customers. Scenarios and data from this McKinsey presentation show how consumers are making their decisions today - particularly in the UK and France - and how brands can turn those insights into profits.
Tutorial on the McKinsey/Harvard "Customer Decision Journey" by John SingJohn Sing
Today, our customers engage whether to do business with us in fundamentally different ways, relying heavily on digital interactions, evaluating a constantly shifting array of options, and affecting our future business by their post-purchase continual engagement through social media, recommendations, and reviews. A new customer buying model is the new normal. First described in 2009, continually refined since, this is my tutorial on this proven McKinsey / Harvard paradigm. Essential info. I also have an IT-specific version of this presentation on Slideshare.net ( "Will your 2015 IT Roadmap Drive Business Success?" ) which supplements this presentation by describing the deep implications to the IT technology organization, and best practices for IT and the business to address these implications successfully. The URL for that presentation (you may cut/paste) is: http://www.slideshare.net/johnsing1/2015-it-roadmapdrivingbusinesssuccessv31
Why do companies need to manage the entire customer experience? New analysis reveals that the entire customer journey - the series of interactions with a brand - is more important than any single touchpoint experience. Leading companies identify and effectively manage a few "key journeys." When companies perfect managing the entire customer journey, they reap significant benefits—including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage. Presented at the Harvard Business Review webinar. For more on customer decision journeys: http://mckinseyonmarketingandsales.com/topics/customer-decision-journey
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should.
Consumer Decision Journey in the Digital AgeAlok Ranjan
The consumer decision journey no longer follows the linear model in the digital era. Enterprises are in the process of creating awe moments for consumers through multiple touch points. Customer retention is one of the arduous challenges facing enterprises in the digital age when small firms are disrupting the consumer buying decision journey. These slides explores the possible interventions in the consumer decision journey, explains the shift the consumer-enterprise interaction behavior, highlights the new model of consumer decision journey and provides recommendations to enterprises on how to capture the top of mind share of the connected consumers.
Awaiting your opinion and comments. Thanks.
Companies need to understand the full range of the multichannel consumer decision journey to understand how to best influence potential and current customers. Scenarios and data from this McKinsey presentation show how consumers are making their decisions today - particularly in the UK and France - and how brands can turn those insights into profits.
Tutorial on the McKinsey/Harvard "Customer Decision Journey" by John SingJohn Sing
Today, our customers engage whether to do business with us in fundamentally different ways, relying heavily on digital interactions, evaluating a constantly shifting array of options, and affecting our future business by their post-purchase continual engagement through social media, recommendations, and reviews. A new customer buying model is the new normal. First described in 2009, continually refined since, this is my tutorial on this proven McKinsey / Harvard paradigm. Essential info. I also have an IT-specific version of this presentation on Slideshare.net ( "Will your 2015 IT Roadmap Drive Business Success?" ) which supplements this presentation by describing the deep implications to the IT technology organization, and best practices for IT and the business to address these implications successfully. The URL for that presentation (you may cut/paste) is: http://www.slideshare.net/johnsing1/2015-it-roadmapdrivingbusinesssuccessv31
Why do companies need to manage the entire customer experience? New analysis reveals that the entire customer journey - the series of interactions with a brand - is more important than any single touchpoint experience. Leading companies identify and effectively manage a few "key journeys." When companies perfect managing the entire customer journey, they reap significant benefits—including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage. Presented at the Harvard Business Review webinar. For more on customer decision journeys: http://mckinseyonmarketingandsales.com/topics/customer-decision-journey
Companies that want to turn excellent customer experience into growth need to master Customer Journeys. Customer Journeys (the set of interactions a customer has with a brand to complete a task) and less moments of truth are what matter for a customer. Companies that master not only see an improvement in customer experience, loyalty, and operational productivity; they also see above-market growth.
If marketing has one goal, it’s to reach consumers at the moments
that most influence their decisions. That’s why consumer electronics
companies make sure not only that customers see their televisions in
stores but also that those televisions display vivid high-definition
pictures. It’s why Amazon.com, a decade ago, began offering targeted
product recommendations to consumers already logged in and ready
to buy. And it explains P&G’s decision, long ago, to produce radio and
then TV programs to reach the audiences most likely to buy its
products—hence, the term “soap opera.
This deck evaluates the place Point of Purchase has in the advertising and marketing world. It explains that, at the time, Brick and Mortar stores such as Costco, Walgreens, and Safeway, have more foot traffic than traditional media such as television and radio.
Following Your Customers Purchasing Processpmmcleod
This white paper outlines why you need to
change your marketing behaviour so it
matches the purchasing behaviour of
your customer. Applying the the Marketing Lens approach will ensure that your brand is present where your customers are.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Reflective PaperThe Reflective Paper should demonstrate understa.docxaudeleypearl
Reflective Paper
The Reflective Paper should demonstrate understanding of the reading assignments as well as the implications of new knowledge. The 2100 to 2400 words paper should integrate readings and class discussions into work and life experience. It may include explanation and examples from previous experience as well as implications for future application.
The purpose of the Reflective Paper is for you to culminate the learning achieved in the course by describing your understanding and application of knowledge in the field of human resource management.
Focus of the Reflective Paper
The primary function of human resource management is to increase the effectiveness and contribution of employees in the attainment of organizational goals and objectives. Consider all the areas of HRM that have been discussed in class:
· EEO and Affirmative Action,
· Human resources planning, recruitment, and selection,
· Human resources development,
· Compensation and benefits,
· Safety and Health, and
· Employee and labor relations.
Submit a Reflective Paper in which you explain how these aspects work together to perform that primary function. Are any aspects more important than the others? Why or why not? How do you believe the HRM role can be optimized for shaping organizational and employee behavior?
The Reflective Paper must: (a) identify the main issues in the chosen area, (b) demonstrate new learning that has occurred, (c) include class activities or incidents that facilitated learning and understanding, (d) identify specific current and/or future applications and relevance to your workplace, and (e) reflect the potential impact to your future career plans or even in your personal life at home. The emphasis of the Reflective Paper should be on parts 'd' and 'e,' and on the application of new learning. Explore, in depth, the benefits of the new learning and understanding that has taken place.
Writing the Reflective Paper
The Reflective Paper:
· Must be 2100 to 2400 words pages in length, excluding the cover page and reference page, and formatted according to APA style as outlined in your approved style guide.
· Must include a cover page that includes:
· Name of paper
· Student's name
· Course number and name
· Instructor's name
· Date submitted
· Must include an introductory paragraph with a succinct thesis statement.
· Must address the topic of the paper with critical thought.
· Must conclude with a restatement of the thesis and a conclusion paragraph.
· Must use at least one scholarly source, in addition to the text.
· Must use APA style as outlined in your approved style guide to document all sources.
· Must include, on the final page, a Reference List that is completed according to APA style as outlined in your approved style guide.
1
The consumer decision
journey
Consumers are moving outside the purchasing
funnel—changing the way they research
and buy your products. If your marketing hasn’t
changed in response, it should.
David Court, ...
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
Understanding how to leverage the customers path to purchase as part of the ThinkBlink process. It can take merely seconds for a consumer to initiate a purchase decision, no matter how large or small they may be. Whether buying a house, a car, or a stick of gum at the grocery store, engaging the customer quickly and effectively can make the difference of whether or not they will buy a product.
Activating the Consumer Journey for Brand Media StrategiesRori DuBoff
Consumer Journey Evolution and opportunities for brand marketers to apply 6A strategies across Owned, Shared, Earned and Paid Media:
Anticipation, Attraction, Appeal, Activation, Appreciation and Amplification
“Well-defined and understandable processes need to be developed and enforced at a corporate level. It is important that these processes enhance quality, communication, and velocity, not detract from them.”
www.ana.net ANA Magazine Spotlight Issue 6
http://www.ana-thoughtleadership.net/
Marketing Sostenible: una nueva forma de entender las marcas, donde los profesionales de Marketing dejaremos de ser “pescadores” para convertirnos en...
(...)
"Avui 23 d'abril és un dia molt especial a Barcelona. Un dia en que celebrem una festa de la ciutat treballant i en la que intercanviem roses i llibres, bellesa i cultura.
A WINC volem regalar-te un relat que intenta expressar que, entre tots, podem fer créixer una bonica rosa a la nostra societat. T'adjuntem l'e-book MarketingSostenible_WINC.pdf.
Si t'agrada comparteix-lo a la teva empresa i amb els teus amics."
Àlex Cabré - WINC
(...)
"MEFE TV. El valor de la planificación". Javier Andrés (Director de Marketing. Atres Advertising) y Javier Herreros (Director Tres 14 Research). Aedemo TV.
"L’ús professional de les xarxes socials" Ignasi Pardo. Consultor de comunicació. Soci fundador de Comms Planning (www.commsplanning.es). Revista completa a : http://issuu.com/ccjcc1/docs/web_auditor65
Pixels, Performance and Profits. Accenture.comms planning
Pixels, Performance and Profits. Why CFOs in the broadcasting
industry need to build a new model
of performance management for a
multi-platform, digital world.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Buy Verified PayPal Account | Buy Google 5 Star Reviews
The consumer decision journey
1. 1
Marketing & Sales Practice
The consumer decision
journey
Consumers are moving outside the purchasing
funnel—changing the way they research
and buy your products. If your marketing hasn’t
changed in response, it should.
David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik
If marketing has one goal, it’s to reach consumers at the moments
that most influence their decisions. That’s why consumer electronics
companies make sure not only that customers see their televisions in
stores but also that those televisions display vivid high-definition
pictures. It’s why Amazon.com, a decade ago, began offering targeted
product recommendations to consumers already logged in and ready
to buy. And it explains P&G’s decision, long ago, to produce radio and
then TV programs to reach the audiences most likely to buy its
products—hence, the term “soap opera.”
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”—consumers start with
a number of potential brands in mind (the wide end of the funnel),
marketing is then directed at them as they methodically reduce that
David Court is a director number and move through the funnel, and at the end they emerge
in McKinsey’s Dallas
with the one brand they chose to purchase (Exhibit 1). But today, the
office, Dave Elzinga is
a principal in the Chicago funnel concept fails to capture all the touch points and key buying
office, Susie Mulder is factors resulting from the explosion of product choices and digital
a principal in the Boston
channels, coupled with the emergence of an increasingly discerning,
office, and Ole Jørgen
Vetvik is a principal in well-informed consumer. A more sophisticated approach is required
the Oslo office. to help marketers navigate this environment, which is less linear
2. Q3 2009
CDJ
Exhibit 1 of 4
2 McKinsey Quarterly 2009 Number 3
Glance: In the traditional funnel metaphor, consumers start with a set of potential brands and
methodically reduce that number to make a purchase.
Exhibit title: The traditional funnel
Exhibit 1
The traditional funnel
Awareness Familiarity Consideration Purchase Loyalty
and more complicated than the funnel suggests. We call this approach
the consumer decision journey. Our thinking is applicable to any
geographic market that has different kinds of media, Internet access,
and wide product choice, including big cities in emerging markets
such as China and India.
We developed this approach by examining the purchase decisions of
almost 20,000 consumers across five industries and three continents.
Our research showed that the proliferation of media and products
requires marketers to find new ways to get their brands included in
the initial-consideration set that consumers develop as they begin
their decision journey. We also found that because of the shift away
from one-way communication—from marketers to consumers—
toward a two-way conversation, marketers need a more systematic
way to satisfy customer demands and manage word-of-mouth. In
addition, the research identified two different types of customer loyalty,
challenging companies to reinvigorate their loyalty programs and
the way they manage the customer experience.
Finally, the research reinforced our belief in
the importance not only of aligning all elements
of marketing—strategy, spending, channel man-
agement, and message—with the journey that con-
An interactive exhibit sumers undertake when they make purchasing
explores the new consumer decisions but also of integrating those elements
decision journey model across the organization. When marketers under-
and describes how marketers stand this journey and direct their spending and
can use it to communicate
messaging to the moments of maximum influence,
with consumers at key stages
they stand a much greater chance of reaching
in the decision-making
process. Find the exhibit consumers in the right place at the right time with
on mckinseyquarterly.com. the right message.
3. Q3 2009
CDJ
Exhibit 2 of 4 The consumer decision journey 3
Glance: The decision-making process is now a circular journey with four phases: initial consideration;
active evaluation, or the process of researching potential purchases; closure, when consumers buy
brands; and postpurchase, when consumers experience them.
Exhibit 2
Exhibit title: The consumer decision journey
The consumer decision journey
2
Consumers add or subtract
brands as they evaluate what
they want.
1 Active evaluation 3
The consumer considers Information gathering, shopping Ultimately, the consumer
an initial set of brands, selects a brand at
based on brand perceptions the moment of purchase.
and exposure to recent
touch points.
Loyalty loop
Initial- Moment
consideration of
set purchase
Trigger
Postpurchase experience
Ongoing exposure
4
After purchasing a product or service,
the consumer builds expectations
based on experience to inform the next
decision journey.
How consumers make decisions
Every day, people form impressions of brands from touch points such
as advertisements, news reports, conversations with family and
friends, and product experiences. Unless consumers are actively
shopping, much of that exposure appears wasted. But what happens
when something triggers the impulse to buy? Those accumulated
impressions then become crucial because they shape the initial-
consideration set: the small number of brands consumers regard
at the outset as potential purchasing options.
The funnel analogy suggests that consumers systematically narrow the
initial-consideration set as they weigh options, make decisions, and
buy products. Then, the postsale phase becomes a trial period deter-
mining consumer loyalty to brands and the likelihood of buying
their products again. Marketers have been taught to “push” marketing
toward consumers at each stage of the funnel process to influence
their behavior. But our qualitative and quantitative research in the auto-
mobile, skin care, insurance, consumer electronics, and mobile-
telecom industries shows that something quite different now occurs.
Actually, the decision-making process is a more circular journey, with
four primary phases representing potential battlegrounds where
4. 4 McKinsey Quarterly 2009 Number 3
marketers can win or lose: initial consideration; active evaluation, or
the process of researching potential purchases; closure, when con-
sumers buy brands; and postpurchase, when consumers experience
them (Exhibit 2). The funnel metaphor does help a good deal—for
example, by providing a way to understand the strength of a brand
compared with its competitors at different stages, highlighting the
bottlenecks that stall adoption, and making it possible to focus
on different aspects of the marketing challenge. Nonetheless, we found
that in three areas profound changes in the way consumers make
buying decisions called for a new approach.
Brand consideration
Imagine that a consumer has decided to buy a car. As with most kinds
of products, the consumer will immediately be able to name an
initial-consideration set of brands to purchase. In our qualitative
research, consumers told us that the fragmenting of media and the
proliferation of products have actually made them reduce the number
of brands they consider at the outset. Faced with a plethora of
choices and communications, consumers tend to fall back on the
limited set of brands that have made it through the wilderness of
messages. Brand awareness matters: brands in the initial-consideration
set can be up to three times more likely to be purchased eventually
than brands that aren’t in it.
Q3 2009 Not all is lost for brands excluded from this first stage, however.
Consumer DecisionContrary to the funnel metaphor, the number of brands under
Journey
consideration during the active-evaluation phase may now actually
Exhibit 3 of 4
expand rather than narrow as consumers seek information and
Glance: The number of brands added for consideration in different stages differs by industry.
Exhibit 3
EXHIBIT 3
Adding brands
Adding brands
Share of purchases, % Average number of brands
In initial- Added in
Initial Active Loyalty consideration active
Sector consideration evaluation loop1 set consideration
Autos 63 30 7 3.8 2.2
Personal computers 49 24 27 1.7 1.0
Skin care 38 37 25 1.5 1.8
Telecom carriers 38 20 42 1.5 0.9
Auto insurance 13 9 78 3.2 1.4
1 For skin care, includes consumers who purchased their current brand 2 or more times in past 3 months and for whom current
brand made up at least 70% of total category purchases in past 3 months; for all others, includes consumers who purchased same brand
on current occasion as on previous occasion and did not consider any other brands.
Source: McKinsey consumer decision surveys: 2008 US auto and skin care, 2008 Germany mobile telecom, 2009 US auto insurance
5. The consumer decision journey 5
shop a category. Brands may “interrupt” the decision-making process
by entering into consideration and even force the exit of rivals.
The number of brands added in later stages differs by industry: our
research showed that people actively evaluating personal computers
added an average of 1 brand to their initial-consideration set of 1.7, while
automobile shoppers added 2.2 to their initial set of 3.8 (Exhibit 3).
This change in behavior creates opportunities for marketers by adding
touch points when brands can make an impact. Brands already under
consideration can no longer take that status for granted.
Empowered consumers
The second profound change is that outreach of consumers to marketers
has become dramatically more important than marketers’ outreach
to consumers. Marketing used to be driven by companies; “pushed” on
consumers through traditional advertising, direct marketing, spon-
sorships, and other channels. At each point in the funnel, as consumers
whittled down their brand options, marketers would attempt to sway
their decisions. This imprecise approach often failed to reach the right
consumers at the right time.
In today’s decision journey, consumer-driven marketing is increasingly
important as customers seize control of the process and actively “pull”
information helpful to them. Our research found that two-thirds of
the touch points during the active-evaluation phase involve consumer-
driven marketing activities,
such as Internet reviews and
Marketers must move aggres- word-of-mouth recommen-
sively beyond purely push-style dations from friends and family,
as well as in-store interactions
communication and learn and recollections of past experi-
to influence consumer-driven ences. A third of the touch
points involve company-driven
touch points marketing (Exhibit 4). Traditional
marketing remains important,
but the change in the way consumers make decisions means that mar-
keters must move aggressively beyond purely push-style commu-
nication and learn to influence consumer-driven touch points, such as
word-of-mouth and Internet information sites.
The experience of US automobile manufacturers shows why marketers
must master these new touch points. Companies like Chrysler and
GM have long focused on using strong sales incentives and in-dealer
programs to win during the active-evaluation and moment-of-
purchase phases. These companies have been fighting the wrong battle:
the real challenges for them are the initial-consideration and post-
purchase phases, which Asian brands such as Toyota Motor and Honda
6. Exhibit 4 of 4
Glance: Two-thirds of the touch points during the active-evaluation phase involve consumer-driven
activities such as Internet reviews and word-of-mouth recommendations from friends and family.
6 McKinsey Quarterly 2009 Number 3
exhibit 4
Exhibit 4
Where it counts
Where it counts
Most-influential touch points by stage of consumer decision journey, for competitors
and new customers, % of effectiveness1
Store/agent/dealer interactions 12
26
Word-of-mouth
43
Consumer-driven marketing Online research 21
Offline and/or print reviews
Past experience 28 37
31
Traditional advertising 10
Direct marketing 5
Company-driven marketing Sponsorship 39
In-store product experience 26 22
Salesperson contact
Initial- Active Closure
consideration evaluation
set
1Based on research conducted on German, Japanese, and US consumers in following sectors: for initial consideration—autos, auto insurance,
telecom handsets and carriers; for active evaluation—auto insurance, telecom handsets; for closure—autos, auto insurance, skin care, and TVs;
figures may not sum to 100%, because of rounding.
dominate with their brand strength and product quality. Positive
experiences with Asian vehicles have made purchasers loyal to them,
and that in turn generates positive word-of-mouth that increases the
likelihood of their making it into the initial-consideration set. Not
even constant sales incentives by US manufacturers can overcome
this virtuous cycle.
Two types of loyalty
When consumers reach a decision at the moment of purchase, the
marketer’s work has just begun: the postpurchase experience shapes
their opinion for every subsequent decision in the category, so the
journey is an ongoing cycle. More than 60 percent of consumers of
facial skin care products, for example, go online to conduct further
research after the purchase—a touch point unimaginable when the
funnel was conceived.
Although the need to provide an after-sales experience that inspires
loyalty and therefore repeat purchases isn’t new, not all loyalty is
equal in today’s increasingly competitive, complex world. Of consumers
who profess loyalty to a brand, some are active loyalists, who not
only stick with it but also recommend it. Others are passive loyalists
who, whether from laziness or confusion caused by the dizzying
array of choices, stay with a brand without being committed to it.
Despite their claims of allegiance, passive consumers are open
to messages from competitors that give them a reason to switch.
7. The consumer decision journey 7
Take the automotive-insurance industry, in which most companies
have a large base of seemingly loyal customers who renew every
year. Our research found as much as a sixfold difference in the ratio
of active to passive loyalists among major brands, so companies have
opportunities to interrupt the loyalty loop. The US insurers GEICO
and Progressive are doing just that, snaring the passively loyal cus-
tomers of other companies by making comparison shopping and
switching easy. They are giving consumers reasons to leave, not excuses
to stay.
All marketers should make expanding the base of active loyalists a
priority, and to do so they must focus their spending on the new touch
points. That will require entirely new marketing efforts, not just
investments in Internet sites and efforts to drive word-of-mouth or a
renewed commitment to customer satisfaction.
Aligning marketing with the consumer decision journey
Developing a deep knowledge of how consumers make decisions is the
first step. For most marketers, the difficult part is focusing strategies
and spending on the most influential touch points. In some cases, the
marketing effort’s direction must change, perhaps from focusing
brand advertising on the initial-consideration phase to developing
Internet properties that help consumers gain a better understanding
of the brand when they actively evaluate it. Other marketers may need
to retool their loyalty programs by focusing on active rather than
passive loyalists or to spend money on in-store activities or word-of-
mouth programs. The increasing complexity of the consumer
decision journey will force virtually all companies to adopt new ways
of measuring consumer attitudes, brand performance, and the
effectiveness of marketing expenditures across the whole process.
Without such a realignment of spending, marketers face two risks.
First, they could waste money: at a time when revenue growth is critical
and funding tight, advertising and other investments will be less
effective because consumers aren’t getting the right information at the
right time. Second, marketers could seem out of touch—for instance, by
trying to push products on customers rather than providing them
with the information, support, and experience they want to reach
decisions themselves.
Four kinds of activities can help marketers address the new realities
of the consumer decision journey.
Prioritize objectives and spending
In the past, most marketers consciously chose to focus on either end
of the marketing funnel—building awareness or generating loyalty
among current customers. Our research reveals a need to be much
8. 8 McKinsey Quarterly 2009 Number 3
more specific about the touch points used to influence consumers
as they move through initial consideration to active evaluation to
closure. By looking just at the traditional marketing funnel’s front or
back end, companies could miss exciting opportunities not only
to focus investments on the most important points of the decision
journey but also to target the right customers.
In the skin care industry, for example, we found that some brands are
much stronger in the initial-consideration phase than in active
evaluation or closure. For them, our research suggests a need to shift
focus from overall brand positioning—already powerful enough to
ensure that they get considered—to efforts that make consumers act
or to investments in packaging and in-store activities targeted at
the moment of purchase.
Tailor messaging
For some companies, new messaging is required to win in whatever
part of the consumer journey offers the greatest revenue oppor-
tunity. A general message cutting across all stages may have to be
replaced by one addressing weaknesses at a specific point, such
as initial consideration or active evaluation.
Take the automotive industry. A number of brands in it could grow
if consumers took them into consideration. Hyundai, the South Korean
car manufacturer, tackled
precisely this problem by adopt-
Broadband connectivity lets ing a marketing campaign
marketers provide rich built around protecting con-
sumers financially by allowing
applications to consumers learn- them to return their vehicles
ing about products if they lose their jobs. This pro-
vocative message, tied to some-
thing very real for Americans,
became a major factor in helping Hyundai break into the initial-
consideration set of many new consumers. In a poor automotive mar-
ket, the company’s market share is growing.
Invest in consumer-driven marketing
To look beyond funnel-inspired push marketing, companies must
invest in vehicles that let marketers interact with consumers as they
learn about brands. The epicenter of consumer-driven marketing is
the Internet, crucial during the active-evaluation phase as consumers
seek information, reviews, and recommendations. Strong perfor-
mance at this point in the decision journey requires a mind-set shift
from buying media to developing properties that attract consumers:
digital assets such as Web sites about products, programs to foster
9. The consumer decision journey 9
word-of-mouth, and systems that customize adver-
tising by viewing the context and the consumer.
Many organizations face the difficult and, at times,
risky venture of shifting money to fundamen-
tally new properties, much as P&G invested to gain
radio exposure in the 1930s and television expo-
sure in the 1950s.
Broadband connectivity, for example, lets marketers
provide rich applications to consumers learning
about products. Simple, dynamic tools that help
consumers decide which products make sense
for them are now essential elements of an online
arsenal. American Express’s card finder and
Ford’s car configurator, for example, rapidly and
visually sort options with each click, making
life easier for consumers at every stage of the decision journey. Mar-
keters can influence online word-of-mouth by using tools that spot
online conversations about brands, analyze what’s being said, and
allow marketers to post their own comments.
Finally, content-management systems and online targeting engines let
marketers create hundreds of variations on an advertisement,
taking into account the context where it appears, the past behavior
of viewers, and a real-time inventory of what an organization needs
to promote. For instance, many airlines manage and relentlessly opti-
mize thousands of combinations of offers, prices, creative content,
and formats to ensure that potential travelers see the most relevant
opportunities. Digital marketing has long promised this kind of
targeting. Now we finally have the tools to make it more accurate and
to manage it cost effectively.
Win the in-store battle
Our research found that one consequence of the new world of market-
ing complexity is that more consumers hold off their final pur-
chase decision until they’re in a store. Merchandising and packaging
have therefore become very important selling factors, a point that’s
not widely understood. Consumers want to look at a product in action
and are highly influenced by the visual dimension: up to 40 per-
cent of them change their minds because of something they see, learn,
or do at this point—say, packaging, placement, or interactions
with salespeople.
In skin care, for example, some brands that are fairly unlikely to be
in a consumer’s initial-consideration set nonetheless win at the point
of purchase with attractive packages and on-shelf messaging. Such
10. 10 McKinsey Quarterly 2009 Number 3
elements have now become essential selling tools because consumers
of these products are still in play when they enter a store. That’s
also true in some consumer electronics segments, which explains
those impressive rows of high-definition TVs in stores.
Sometimes it takes a combination of approaches—great packaging,
a favorable shelf position, forceful fixtures, informative signage—to
attract consumers who enter a store with a strong attachment to
their initial-consideration set. Our research shows that in-store touch
points provide a significant opportunity for other brands.
Integrating all customer-facing activities
In many companies, different parts of the organization undertake
specific customer-facing activities—including informational Web sites,
PR, and loyalty programs. Funding is opaque. A number of executives
are responsible for each element, and they don’t coordinate their work
or even communicate. These activities must be integrated and given
appropriate leadership.
The necessary changes are profound. A comprehensive view of all
customer-facing activities is as important for business unit heads as for
CEOs and chief marketing officers. But the full scope of the consumer
decision journey goes beyond the traditional role of CMOs, who in many
companies focus on brand building, advertisements, and perhaps
market research. These responsibilities aren’t going away. What’s now
required of CMOs is a broader role that realigns marketing with
the current realities of consumer decision making, intensifies efforts
to shape the public profiles of
companies, and builds new mar-
Related articles on mckinseyquarterly.com keting capabilities.
The downturn’s new rules for marketers
Profiting from proliferation Consider the range of skills
needed to manage the customer
The evolving role of the CMO
experience in the automotive-
insurance industry, in which
some companies have many
passive loyalists who can be pried
away by rivals. Increasing the percentage of active loyalists requires not
only integrating customer-facing activities into the marketing orga-
nization but also more subtle forms of organizational cooperation.
These include identifying active loyalists through customer research,
as well as understanding what drives that loyalty and how to harness
it with word-of-mouth programs. Companies need an integrated,
organization-wide “voice of the customer,” with skills from advertising