The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the Numbers
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1. “ThAT WAS THEn. ThIS IS NOW” How the New Consumer Decision Process Requires a New Capability Model cary Zackman Executive Director, Industry Business Leader ®
2. TOPICS Burying the Marketing Funnel : its all about the consumer A capability model for driving customer engagement Q&A
29. MCKINSEY FORRESTER : IT’S ALL ABOUT… : IT’S ALL ABOUT… …Engagement …the consumer decision journey …Aligning Marketing with the Consumer Decision Journey 1 2 3 4 Active evaluation Information gathering, shopping The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. Consumers add or subtract brands as they evaluate what they want. Ultimately, the consumer selects a brand at the moment of purchase. After purchasing a product or service, the consumer builds expectations base on experience to inform the next decision journey. Loyalty loop Initial- consideration set Moment of purchase Trigger Post purchase experience Ongoing exposure 14 Image source: Steven Noble. Forrester. “It's Time To Bury The Marketing Funnel.” Image source:. MCKinsey. “The Consumer Decision Journey.”
30. CAPABILITY MODEL FOR A CONNECTED WORLD Key requirements. Separating contenders from pretenders 15