the evolution of the consumer path to purchase by: kaitlyn dennihy
Post on 29-Nov-2014
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The evolution of the consumerpath to purchase
#digATL @KaitlynDennihy
• A little history lesson
#digATL @KaitlynDennihy
Why we’re here today
• What this means for today’s consumer
• A brand’s challenge ... and our solutions
Today's consumer journey is more like an infinite loop where
shoppers are always discovering, considering and buying via
multiple channels– Aaron Baar
of consumers research products and services before making a purchase 88%
the average customer consults sources before making a choice 10.4
...while...
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How has the path evolved?
Conversation & social media have always existed...
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...they just may have looked a little
different
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#digATL @KaitlynDennihy
We act a little differently too
More than out of every minutes is now spent beyond the PC
one
- com score
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three
Nearly out of smartphone owners have a secondary digital device
four
- com score
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ten
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Consumers now spend daily with major media
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12:05
- eMarketer
... digital makes up 43.6% of that time
That’s more than extra hours of screen time every day since
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two
- eMarketer
twenty-ten.
It’s not all negative
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Technology fatigue?
Exposure Engagement#digATL @KaitlynDennihy
So what does it all mean for
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my brand?
We’ve entered the
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age of the consumer
Where everything we do
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must be...
1authentic#digATL @KaitlynDennihy
2personalized
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3data driven
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#digATL @KaitlynDennihy
All working together to build relationships
Authentic: understand your consumer
Personalized: engage every step of the way
Data Driven: anticipate, use data to build your story
Consumers don’t care how many agencies a brand has, or who does your print vs. your digital, and they don’t care whether or not you have a vp of content or social. What they care about are valuable
seamless experiences, powered by people and content.
– @BrianBab21
Why does it matter?
They want to engage on their own terms, in whatever channel suits them, and at whatever time they wish. And they intend on having the
same quality and type of experience with a brand across each of those channels.
For them, content that smells like advertising, is an instant warning bell and leads to that content being ignored.
#digATL @KaitlynDennihy
#digATL @KaitlynDennihy
All working together to build relationships
Authentic: understand your consumer
Personalized: engage every step of the way
Data Driven: anticipate, use data to build your story
• How?
• Who?
• Where?
1.Understand the consumer
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How? Start with numbers
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✓Motivations
✓ Behaviors
✓ Interests
✓ Passions
Who? Know who you’re talking to
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Put the consumer at the core
Where? Build your brand ecosystem
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✓ Tailored to the consumer
✓ Speaks in an authentic voice
✓ Creates an experience worth sharing
Define channels by objectives first
Where? Build your brand ecosystem
#digATL @KaitlynDennihy
✓ Content has long term value
✓ Creates broad reach and entices a new audience
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All working together to build relationships
Authentic: understand your consumer
Personalized: engage every step of the way
Data Driven: anticipate, use data to build your story
2. Engage every step of the way
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✓ Unexpected
✓ Focuses on advocacy
✓ Connects experiences: online and off
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All working together to build relationships
Authentic: understand your consumer
Personalized: engage every step of the way
Data Driven: anticipate, use data to build your story
3. Anticipate: use data to build your story
#digATL @KaitlynDennihy
Alongside creative, data is...
unique & unexpected
✓ Insight driven
✓ Encourages immediate interaction
Penetration
AudienceSelection
HigherImportance
LowerImportance
ValueProposition
ContactStrategy Creative
Strategy
Marketing “Levers”
Data effects every element of what we do
#digATL @KaitlynDennihy
It’s up to us to bring it all together
Authentic: understand your consumer
Personalized: engage every step of the way
Data Driven: anticipate, use data to build your story
Because we know all brands aren’t created equal.{ }
#digATL @KaitlynDennihy
So why do we look at our plans through the
same lens?{#digATL @KaitlynDennihy
We Can’t.}
Your Customer + Your Objectives =branded relationship bliss
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When done right,technology enhances the story
– Jonah Berger Associate Professor of Marketing, University of Pennsylvania
it doesn’t replace it. “ “#digATL @KaitlynDennihy
How are you enhancing the journey with each of your
customers?
#digATL @KaitlynDennihy
you are taking
Q&A
Thank you
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