Branding In the Digital Age

You’re Spending Your Money in All the Wrong Places

Not long ago…………

A car buyer…..

But Now……….

A car buyer

Then: The Funnel Metaphor

Now: The Consumer Decision Journey

Narrowing their choices

Today’s consumers take a much more iterative and less reductive journey of four stages:

o consider

o evaluate

o buy

o enjoy, advocate, bond.

Consider

journey begins with the consumer’s top-of-mind consideration set

Evaluate

o Consumers seek input from peers, reviewers, retailers, and the brand and its competitors

o they’ll add new brands to the set and discard some of the originals

Buy

point of purchase

o which exploits placement, packaging, availability, pricing, and sales interactions—is an ever more powerful touch point

Enjoy, advocate, bond.

More than 60% of consumers of facial skin care products conduct online research about the products after purchase

The Journey in Practice

First,

o dozens of marketing budgets reveals that 70% to 90% of spend goes to advertising and retail promotions that hit consumers at the consider and buy stages

o spending across media—television, radio, online, and so forth

The Journey in Practice

Second,

o Management focused on “working media spend”

o communication was one-way

Well, that Practice was…….

What is happening now?

consumers navigate the decision journey

So, they w

ant to know

what they do, s

ee & say

New Roles for Marketing

• Orchestrator

• Publisher and “content supply chain” manager

• Marketplace intelligence leader