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 DONGVice Managing Director098 999 5145dongnx@moore.vn

Moore Online Solution and Development Corporation

Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha NoiHCMC 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