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CONSUMER DECISION JOURNEY IN THE DIGITAL AGE 
Alok Ranjan
BRANDS& CONSUMERSCHEMISTRY 
© Copyright OnMarketing, 2014 2 
Consumers today are accessing brands through multiple touch p...
DIGITALPURCHASINGDRIVERS 
© Copyright OnMarketing, 2014 3 
46.03% 
19.19% 
86.75% 
86.03% 
53.37% 
59.27% 
86.78% 
37.59% ...
TRENDSINDIGITALCONSUMPTION 
© Copyright OnMarketing, 2014 4 
69% 
67% 
63% 
38% 
30% 
28% 
20% 
20% 
20% 
18% 
6% 
Consume...
OURPREFERENCESARECHANGING 
© Copyright OnMarketing, 2014 5 
Technology has reduced in-store challenges faced by consumers.
BRANDSANDCONSUMERSAREATLOGGERHEADS 
© Copyright OnMarketing, 2014 6 
73% 
71% 
69% 
68% 
67% 
64% 
63% 
63% 
61% 
60% 
60%...
CONSUMERDECISIONJOURNEY–OLDMODEL 
© Copyright OnMarketing, 2014 7 
Awareness 
Familiarity 
Consideration 
Purchase 
Loyalt...
CONSUMERDECISIONJOURNEY–NEWMODEL 
8 
+The number of brands making through the initial consideration set has become limited...
BRANDOUTREACHISGETTINGINTERACTIVE 
© Copyright OnMarketing, 2014 9 
Source: Intel Interactive signage, Google images 
Sour...
BRANDTOUCHPOINTSINTHEDIGITALAGE 
© Copyright OnMarketing, 2014 10 
Digital Platforms 
Campaign Types 
Customer quick Inter...
STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS 
Consumer-Brand Interaction Touch-points 
© Copyright OnMarketing, 2014 11 
+Cr...
STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS 
Tighten Channel Strategy 
© Copyright OnMarketing, 2014 12 
+The digital touch...
STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS 
Content Strategy 
© Copyright OnMarketing, 2014 13 
+Engage with the blogging ...
STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS 
Post-Purchase Strategy 
© Copyright OnMarketing, 2014 14 
+Set up product/serv...
Feedback/Questions? 
© Copyright OnMarketing, 2014 15
LinkedIn:in.linkedin.com/in/ranjanalok/ 
CONNECT WITH ME 
© Copyright OnMarketing, 2014 16 
Email: alok.bim@gmail.com 
Twi...
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Consumer Decision Journey in the Digital Age

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The consumer decision journey no longer follows the linear model in the digital era. Enterprises are in the process of creating awe moments for consumers through multiple touch points. Customer retention is one of the arduous challenges facing enterprises in the digital age when small firms are disrupting the consumer buying decision journey. These slides explores the possible interventions in the consumer decision journey, explains the shift the consumer-enterprise interaction behavior, highlights the new model of consumer decision journey and provides recommendations to enterprises on how to capture the top of mind share of the connected consumers.

Awaiting your opinion and comments. Thanks.

Veröffentlicht in: Business
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Consumer Decision Journey in the Digital Age

  1. 1. CONSUMER DECISION JOURNEY IN THE DIGITAL AGE Alok Ranjan
  2. 2. BRANDS& CONSUMERSCHEMISTRY © Copyright OnMarketing, 2014 2 Consumers today are accessing brands through multiple touch points . On the other hand, brands are struggling to create personalized shopping experience for every customer.
  3. 3. DIGITALPURCHASINGDRIVERS © Copyright OnMarketing, 2014 3 46.03% 19.19% 86.75% 86.03% 53.37% 59.27% 86.78% 37.59% 89.90% 85.75% 93.50% 62.50% 110% 108% 137.20% 165.20% 138.70% 76.20% 131% 108% 0.00% 50.00% 100.00% 150.00% 200.00% China India United States Japan Brazil Russia Germany Nigeria United Kingdom France Mobile Penetration Internet Penetration 18.30% 21.30% 2.20% 1.80% 5.30% 51.10% 26.50% 17.80% 2.50% 2.30% 4.50% 46.40% 23.00% 14.50% 8.50% 4.40% 3.60% 46.00% 26.20% 11.60% 57.50% 44.00% 11.50% 18.10% 0.00% 20.00% 40.00% 60.00% 80.00% China USA India Brazil United Kingdom Rest of World Growth 2011-16 2016 market share 2012 market share 2011 market share Source: Internet Live Stats 2014, Mobithinking Source: IDC , 2012 Top 5 Markets for Smart phone Sales +15 percent of students older than 13 with access to tablets have shopped on theirdevices while in school +71 percent of social media users are more likely to purchase from brands they follow online +59 percent of households with annual incomes of $200,000 or more have purchased products on their mobile devices while in-store +Online comparison shopping sites attract72 million monthly visitors +36.5% of global online sales comes from APAC in 2014 and this is expected to rise to 39.6% by 2016 +Mobile commerce transactions will reach $3.2 trillion in 2017,up from $1.5 trillion in 2013 Source: Internet Sources, CMO
  4. 4. TRENDSINDIGITALCONSUMPTION © Copyright OnMarketing, 2014 4 69% 67% 63% 38% 30% 28% 20% 20% 20% 18% 6% Consumer Electronics Books Clothing & Apparel Household Goods Office Supplies Consumer PackagedGoods Type of Products Consumers Purchase Online Source: Walker Sands 2014 Future of Retail Study 80% 66% 64% 48% 42% 42% 41% 39% 37% Free Shipping 1 day Shipping Free Returns & Exchanges Easier OnlineReturns Confidence inPayment Security Multiple VersionsShipped at Once Same Day Shipping Easier InstoreReturns Visual try onCapability Why Purchase Online? Reasons Source: Walker Sands 2014 Future of Retail Study Research & purchase on smartphone 41% Research on smartphone, but purchase in-store 46% Research on smartphone, but purchase on computer 37% Research on smartphone, visited store to check the product but purchase on computer 19% Research on smartphone, visited store to check the product but purchase on smartphone 18% Visited the store first, then purchased on smartphone 8% Multi device Shopping Trends Source: Google ZMOT, 2012
  5. 5. OURPREFERENCESARECHANGING © Copyright OnMarketing, 2014 5 Technology has reduced in-store challenges faced by consumers.
  6. 6. BRANDSANDCONSUMERSAREATLOGGERHEADS © Copyright OnMarketing, 2014 6 73% 71% 69% 68% 67% 64% 63% 63% 61% 60% 60% 51% 53% 49% 52% 53% 33% 37% 22% 34% 55% 61% Learn about new products General Information Submit Opinions Exclusive information Reviews and product rankings Feel Connected Customer Service Be a part of a community Event/promotion participation Purchase Discount Brands Consumers What Consumers Wants on Digital Media vs. What Brands Offer? Source: IBM Institute of Business Value, 2013
  7. 7. CONSUMERDECISIONJOURNEY–OLDMODEL © Copyright OnMarketing, 2014 7 Awareness Familiarity Consideration Purchase Loyalty +The traditional consumer decision journey funnel is losing its relevance. +Consumers no longer follow the linear path to achieve their moment of purchase. +Technology is influencing each stage of the consumer decision journey like never before +The rise of social, mobility and analytics has created new avenues / multiple touch points for brands to connect with consumers +Consumer decision journey is transformed into a cyclical loop where brands continuously create awe moments to retain their consumers
  8. 8. CONSUMERDECISIONJOURNEY–NEWMODEL 8 +The number of brands making through the initial consideration set has become limited due to increase in consumer touch points +Brands are influencing consumers along the consumer decision journey +Brands advancing into the next stage equally face the challenge from competitors who were not part of the initial set +The moment of purchase is creating challenge of providing an outstanding after purchase experience to retain the customer +Consumers are ready to switch brands and open to competitor messaging Moment of Purchase Initial Consideration Evaluation/Information Search Brand Loyalty After Purchase Experience Trigger Source: Adapted from the MckinseyResearch
  9. 9. BRANDOUTREACHISGETTINGINTERACTIVE © Copyright OnMarketing, 2014 9 Source: Intel Interactive signage, Google images Source: Burberry Digital Store London, Google images Source: Nike DIY OnlineStore, Google images
  10. 10. BRANDTOUCHPOINTSINTHEDIGITALAGE © Copyright OnMarketing, 2014 10 Digital Platforms Campaign Types Customer quick Interactions Customer long term Interactions Personal/Targeted Mass Market Twitter Website Customer Service Product Store Community Mobile applications TV ad. spot Print adverts Adwords Campaign sites Customer reviews Facebook/Google+ Printed flyers/Collaterals Email Brand-Consumer Interaction Matrix
  11. 11. STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS Consumer-Brand Interaction Touch-points © Copyright OnMarketing, 2014 11 +Create multiple consumer –brand interaction touch points in order to have maximum impact on the consumer decision journey +Each interaction with consumers should not only inform them about the product/services but also enhance the competitive edge of the brand +Enable consumers to be part of their consideration set in the purchase decision journey +Be consistent with your messaging across each channel of interaction
  12. 12. STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS Tighten Channel Strategy © Copyright OnMarketing, 2014 12 +The digital touch points offer brands loosing out in the consideration stage an opportunity to make it to the decision journey at the evaluation stage +Research confirms that consumers flog to ecommerce sites to gather information and compare products than spending time on search engines +Consistent messaging along with fixing all broken links on ecommerce channels is the key to engage with the consumers at the evaluation stage +Develop positive product reviews by 3rdparty, ensure complete product specifications is available online, offer discounts through banner adverts, create social buzz through product videos, confirm delivery timely & organize a hassle free delivery schedule for a successful purchase decision journey
  13. 13. STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS Content Strategy © Copyright OnMarketing, 2014 13 +Engage with the blogging community, seek feedback from consumers, create positive product reviews, ensure message consistency across web, ecommerce, social, TV and print to create authenticity +Engage with consumers through digital POS, online, email promotions, etc. to have a positive impact on the consumer decision journey Data Analysis +Monitor consumer data and purchase behavior across multiple channels to create customized and positive interaction with them +Analyze consumer-brand interaction results, consumer data received from all departments, online activities, post purchase behavior, and competition to carve a superior engagement strategy at the evaluation stage
  14. 14. STRENGTHENINGBRANDOUTREACH-RECOMMENDATIONS Post-Purchase Strategy © Copyright OnMarketing, 2014 14 +Set up product/service community to create positive buzz and influence new buyers seeking knowledge at the evaluation stage +Allow customer service interaction beyond voice services through social media, mobile messaging and online chats to address consumers post purchase issues immediately +Value add to consumers experience with fresh content update on product/service usage, new uses and customer service surveys +Engage with customized promotional emails, discount offers, and alerts to retain consumers +Monitor consumers online activities and provide them with customized offering to keep them engaged to your brand
  15. 15. Feedback/Questions? © Copyright OnMarketing, 2014 15
  16. 16. LinkedIn:in.linkedin.com/in/ranjanalok/ CONNECT WITH ME © Copyright OnMarketing, 2014 16 Email: alok.bim@gmail.com Twitter: @thealokr Google+:OnMarketing Facebook: facebook.com/OnMktg Presentations: slideshare.net/alokbim

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