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Fernanda Hoefel

The new rules of consumer engagement in the digital era

McKinsey

Digital is amplifying key human behaviors

Uber-socialization

Word of Mouse

Digital is amplifying key human behaviors

User Generated Content

Digital is amplifying key human behaviors

Crowdsourcing

Digital is amplifying key human behaviors

Self-made expertise

Digital is amplifying key human behaviors

Hyper-tasking

Digital is amplifying key human behaviors

Hyper-tasking

Crowdsourcing

User Generated Content

Word of Mouse

Self-made expertise

Uber-socialization

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

Word of MouseHyper-tasking

How will I decide?Who will I trust?What do I need?When do I need it?What aspects are relevant?

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

Awareness Familiarity Consi-deration Purchase

From To

The new consumer decision journey

Evaluation

Loyalty

Consideration

Experience

Purchase

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

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

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

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

Point where consumers choose one brand and make

the purchase

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

Consumer exposure to digital touchpoints during the decision process

Most consumers seek to inform their shopping decision in various digital touchpoints, visiting them often

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

Visit each

during the process

type of

website

more than

purchasing

Breakthrough engagement advertiser

Companies can act in the decision journey to be closer to consumers and offer them what they need

Consideration

Shopping processpersonalizer

Activeevaluation

Companies can act in the decision journey to be closer to consumers and offer them what they need

Cross channel lead closer

Purchase

Advocate Bond

Community magnet

Personal services provider

Consideration

Evaluation

PurchaseLoyalty

Advocate

Shopping process personalizer

Personal services provider

Breakthrough engagement

advertiser

Cross channel lead closer

Community magnet

Bond

Understand consumer activity in the decision

journey and align spending accordingly

Link with consistentmessaging across

different types of media

and touchpoints – paid,

owned, earned

Personalize the

journey , filtering big data from and

to the front line

Simplify …reduce the effort …turn it like a game

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

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

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The new rules of consumer engagement in the digital eraIn 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.