Path to purchase & Getting attention online

Simon Stevens, Tim Wilson

Sunrise with Ruby

Ruby cha cha April 2014

Agenda

1.

Path to purchase

2.

Getting attention online

The path is no longer a funnel…

87%

53%

31%

9%

61%

58%

29%

…it’s more like a cycle

Many non-linear touch points

Category dependent

6

Implications

7

MARKETING

Understand touch points

Shift in focus to brand engagement

Monitor pathway evolution

RESEARCH

Establish and quantify touch points

A new segmentation approach

A new brand equity approach

We’re going to have a look at 5

different campaigns:

#URBAN DECAY

#PONYMIXER #GTRIDE

#HIBERNOT

#UNBELIVABLE BUS

SHELTER

#PONYMIXER

Powered by: Linked back to special

offers from Three while

also improving brand

health metrics

Sometimes being

entertaining is enough

https://www.youtube.com/watch?v=Ekr05T9Iaio

#GTRIDE

Powered by: Social aspects make the

game more sharable

Drives interest from

younger buyers

http://vimeo.com/91426960

#URBANDECAY Designed by: Brings new consumers

into the brand while

encouraging re-

evaluation from existing

customers

Simple

Perfect for the target

market

Included a data

capture element

8K increases in

Pinterest followers

http://www.pinterest.com/zwaldron/coachella-style-with-urban-decay/

#HIBERNOT

Brought to you by: A community hub to

connect, share and learn

from other like minded

individuals

A celebration of winter

for those who want to

make the most of

everyday

http://www.hibernot.co.uk/

#UNBELIVABLEBUSSHELTER

Brought to you by: Keeps the brand top of

mind

55 Million YouTube

Views

https://www.youtube.com/watch?v=Go9rf9GmYpM

Thank you

14