dma09 lead gen y rsch slide share
DESCRIPTION
Presentation to DMA09 - Oct 20, 2009TRANSCRIPT
Information Gathering Practices in B2B Purchase Processes
An Experimental Look at Generation Y Behaviors
Objective Gain Insights into Gen Y in B2B Purchasing Behavior
Compare Their Use of Traditional, Web2.0 & Social Media, and Access Devices: Desktops, Laptops, Mobiles
Demonstrate How Gen Y Mixes/Matches Info Tools
Goal: Conceptualize Gen Y’s use of Media / Devices in B2B Purchasing
Media Tools Checklist
Traditional Media (7)
Talk with Others in Person or by Phone
TV
Radio
Trade Shows
Business Directory (paper)
Web2.0/Social Media (13)
Web Searches Browse WebsitesBlogs: Read -- Comment
Business Directory (online)
Email -- Facebook
LinkedIn -- MySpace
RSS Feeds -- Twitter
Wikipedia -- YouTube
Sampling
Gen Y (21-30) in B2B Roles: N=308
Great Thanks to PeanutLabs for access to its panel
Our Methodology
1. Get Baseline Media Usage
2. Ask Gen Y to “Create” B2B Purchase Processes
A. Free Form Feedback
B. Actions in Sequence
3. Use Checklists to Specify B2B Processes
A. 20 Media Tools
B. 3 Access Devices
1. Baseline: Popular Media “Ever” Used
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Blog Comment
TV
Bus Dir'y (hard)
Read Blogs
MySpace
Bus Dir'y (online)
YouTube
Wikipedia
Browse Websites
Search Engine
Talk w/Others
Popular Media Usage: A Mixture
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Blog Comment
TV
Bus Dir'y (hard)
Read Blogs
MySpace
Bus Dir'y (online)
YouTube
Wikipedia
Browse Websites
Search Engine
Talk w/Others
Traditional Tools 4 of 14
1. Baseline: Regular Use (3+/week)
0% 10% 20% 30% 40% 50% 60%
Bus Dir'y (online)
MySpace
Read Blogs
YouTube
Wikipedia
Browse Websites
Search Engine
Talk w/Others
2. Gen Y Creates B2B Purchase Process
Pose Hypothetical Purchase Situation:
“Suppose your company needed a product or service…”
Create / Describe Process in own words:“…where you would look…
…what you would do first…do next,... do last to
conclude your search for info on this product or service.”
2. B2B Purchase Processes Identified
Gen Y Mixes Traditional & Online Media toward Buy Decision
A. Search & Gather
B. Assemble & Narrow
C. Validate & Select
It’s Familiar, Common Sense - Logical, Tried & True
But: Improvised, Comprehensive - Complex, Interactive
A,B,C’s of B2B Purchase Process
A. “…surf the web and try to learn more about the product or service, both through…official website and…online reviews and comments…if possible… research… in print media, such as journals and Consumer Reports.”
B. “…contact each company to narrow... consideration set, learn about their services, and possibly schedule an in-person meeting”
C. “contact businesses who use the product or service” and “see what my friends have to say about it”
Wide Spectrum: High Tech, High Touch
“I would look online for any info I need. I wouldn't look anywhere else, the Internet's the best place.”
“1. Look…listen for new products (TV, magazines, radio, other stores) that would be relevant…
2. Talk with customers and listen to their suggestions …requests
3. Submit…report of…opportunities within the business
4. Corporate makes final decision.”
Social Media Play Emerging Roles
“…Last place that I would go to look for information… would be sites such as Twitter, Facebook, MySpace.”
“I would use a search engine, Google perhaps, MySpace, TV, browse web sites for different content, YouTube, Facebook, via phone or in person.”
“…first,…Google, then look it up on Wikipedia. After that…Facebook and MySpace”
“…First…Twitter because that is a site where you talk about ideas.” and “…YouTube, Twitter, and Wikipedia …my first destinations.”
When Does Traditional Happen?
Beginning: “…start research by speaking to others w/whom I work, then follow these leads on Web… If…unable to find information on Web…try to find hard-copy information.”
Middle: “… Next,…talk to coworkers and peers in the field to get their experiences and opinions. Lastly,…research product/service in print media”
End: “…first…the Internet…abundance of information. Then…other venues…magazines and such,…find out more about company/product/service… also talk to other people.”
Creative, Complicated, Indirect
“I don't know if there would be a specific order,
rather… reach out for all available information
and then research and decide accordingly.”
best blog books business check com compare
contact customer decision email engine found friends
gather general google ideas internet learn
library local looking online opinions options
people person phone possible present prices print
read research results reviews
search service sites sources talk
topic type usually via web website wikipedia yahoo
3. Media Tools Would Use in Search
0% 10% 20% 30% 40% 50% 60% 70%
Bus Dir (hard)
You Tube
Read Blog
Bus Dir (online)
Wikipedia
Talk w/Others
Key Word Search
Browse Websites
3. Search Exercise ≠ Regular Media Use
0% 10% 20% 30% 40% 50% 60% 70%
Blog - Comment
MySpace
YouTube
Bus Dir'y (online)
Wikipedia
Talk w/Others
Browse Websites
B2B Purchase
Regular Use
3. Use of Mobile Devices in Info Search
0% 10% 20% 30% 40% 50% 60% 70%
RSS Feeds
MySpace
Blogs
You Tube
Bus Dir'y (online)
Wikipedia
Web
Mobile
Desktop
Laptop
Perspective and ImplicationsSearching and Browsing Sites are where it starts, so…
This is a Good Time to Get Right With Google
A,B,Cs of B2B Buy Process: Multiply Your Presence, CustomizeA. Search & Gather B. Assemble & Narrow C. Validate & Select
Processes Gen Y Will Devise are Complex, Varied, InteractiveBuyers will Individualize & Adapt to Tasks at Hand
So, Be Multi-Media Active, Watch Social Media and Mobile
Famous Chicago Slogan to the Contrary Notwithstanding:
…in this case: More Is More!