The new rules of consumer engagement in the digital era Fernanda Hoefel, Partner en McKinsey Brasil, en #ALLintegrated, by amdia. www.amdia.org.ar/allin

1. WWW.AMDIA.ORG.AR
Fernanda Hoefel
The new rules of
consumer
engagement in the
digital era
McKinsey

2. Digital is amplifying key human behaviors
Uber-socialization

3. Word of Mouse
Digital is amplifying key human behaviors

4. User Generated Content
Digital is amplifying key human behaviors

5. Crowdsourcing
Digital is amplifying key human behaviors

6. Self-made expertise
Digital is amplifying key human behaviors

7. Hyper-tasking
Digital is amplifying key human behaviors

8. Hyper-tasking
Crowdsourcing
User Generated Content
Word of Mouse
Self-made expertise
Uber-socialization

9. As a result, consumers pull in lots of information from various sources – they are
protagonists of the new marketing

10. Honesty and
transparency
Relating to companies
Relevant content
Being recognized
as individuals
That brands take a
stand
New consumer expectations towards companies
Multichannel
experiences
Permanent availability and
speed of light

11. Awareness Familiarity
Consi-
deration
Purchase
From To
The new consumer decision journey
Evaluation
Loyalty
Consideration
Experience
Purchase

12. Companies have a clear opportunity to engage consumers in their decision journey
through digital

13. Companies have a clear opportunity to engage consumers in their decision journey
through digital
Point where consumers start a purchase, from
an initial set of considerations

14. Companies have a clear opportunity to engage consumers in their decision journey
through digital
Active purchasing process - adding and
removing brands from the
consideration process

15. Companies have a clear opportunity to engage consumers in their decision journey
through digital
Point where consumers choose one
brand and make
the purchase

16. Companies have a clear opportunity to engage consumers in their decision journey
through digital
What did we do to understand the impact of these changes in the consumer's
shopping decisions?
The ongoing process of experiencing the product
and building
a lasting relationship
with the brand

17. Consumer exposure to digital touchpoints during the decision process
Most consumers seek to inform their shopping decision in various digital touchpoints, visiting them often

18. 1 Broadband average, travel packages and washing machine.
Review websites and blogs only for travel packages and
washing machines
Most consumers inform their shopping decision in various digital
touchpoints, visiting them often
~60
3x
Visiteach
during the
process
type of
website
morethan
purchasing

19. Breakthrough engagement advertiser
Companies can act in the decision journey
to be closer to consumers and offer them what they need
Consideration

20. Shopping process
personalizer
Active
evaluation
Companies can act in the decision journey
to be closer to consumers and offer them what they need

21. Cross channel lead closer
Purchase

22. Advocate Bond
Community
magnet
Personal services provider

23. Consideration
Evaluation
Purchase
Loyalty
Advocate
Shopping process
personalizer
Personal services
provider
Breakthrough
engagement
advertiser
Cross channel
lead closer
Community
magnet
Bond

24. Understand consumer
activity in the decision
journey and align
spending accordingly

25. Link with consistent
messaging across
different types of media
and touchpoints – paid,
owned, earned

26. Personalize the
journey , filtering
big data from and
to the front line

27. Simplify …
reduce the effort …
turn it like a game

28. ToFrom
Iterative consumer decision journey ▪ Engagement manager▪ Campaign manager
Content focus ▪ Content publisher▪ Media buyer
Brands as communities ▪ Brand activism▪ Brand control
Massive volumes of data ▪ Real time intelligence▪ Post mortem surveys
24/7 consumers ▪ Continuous▪ Batch
Multichannel activity
▪ Integrating channels▪ Managing isolated
channels

29. As empresas têm uma clara oportunidade de engajar os consumidores em sua
jornada de decisão por meio do digitalGRACIAS

30. WWW.AMDIA.ORG.AR
The new rules of consumer engagement in the digital era
In the digital age, consumers are moving outside the funnel, taking a more iterative and open-ended journey
toward purchasing decisions than they did in the past. This is largely because consumers pull in so much more
information from so many sources. Executives understand the rules of engagement have changed, but most
have not figured out what they need to do to maximize their influence in this new world. Align spending with
consumer activity in the decision journey, link with consistent messaging across different types of media and
touchpoints– paid, owned, earned; convert across sales channels; and form bonds with consumers to gather
insights and loop them back into the business. Digital is the key enabler behind this and should be leveraged by
companies as a source of competitive advantage.