Digital Revolution and Consumer Behaviour
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Transcript of Digital Revolution and Consumer Behaviour
LESSON 8
change in purchase behaviour
Introduction
In this lesson we will understand the new “Consumer behaviour” theories.
Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
It attempts to understand the decision-making processes of buyers, both individually and in groups.
As a consequence of the digital revolution the consumer behaviour is changing.
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the old buYing process
This was the “old” model: a linear path from the first “contact” with brand to the final purchase act .
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LOYALTY
COMMITMENT
EVALUATION
INTEREST
AWARENESS
GO TOSTORE
COMPAREOPTIONS
VIEW TV OR
PRINT AD
CHOOSEBEST
OPTION
BUYITEM
ALIGN WITH
BRAND
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SITUATIONS
Today customers get in touch with brands in various situations - be it relaxed at home or in a hurry while travelling. They may live in a big city or in a small town where the next retailer is miles away.
the customer journey
The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize their interactions with services.
People get in touch with brands on different “touchpoints”, analog and digital, during different times of the day.
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Home Travel Work Retail Work Travel Social Home Bed
MOBILE
COMPUTER
TV
RETAIL
RADIO
OOH
the new path
Customers are now smarter, and the path is more complicated!
There are so many different touchpoints and the path is no longer linear.
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SEARCH
WATCHVIDEO ON
PHONE
DOWNLOADIPHONE
APP
COMPARESHOP
ONLINE
LIKE US ON
BUYITEM
DEMOPRODUCTIN STORE
WATCHTUTORIAL
READREVIEWS
VIEWBANNER
AD
SHOPON
WEBSITE
READBLOG
VIEWPRINT AD
WATCHYOUTUBE
COMMERCIAL
The purchase path (european analysis)
The path can start online or offline, and then the experience is often “cross channel” as you can see from this graphic.
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}
61%
}61%
}
} 28%
72%
START RESEARCH CONTINUE RESEARCH PURCHASE
( Forrester 2009, Depicting European Shoppers’ Complex Purchasing Decision Path )
A new theory: ZMOT
We have seen in the previous lesson how the digital revolution has changed the way we live.
Based on this big change, Google has developed The “zero moment of truth”: a new way to rethink the marketing model.
In this video you can follow Jim Lecinski, Managing Director in Google, to explain this new theory.
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http://www.youtube.com/watch?v=PzNbPLD-V2Y
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A new theory: ZMOT
ZMOT is that moment when you grab your laptop, mobile phone or some other wired
device and start learning about a product or service (or potencial boyfriend) you’re
thinking about trying or buying.
I’m sure you know what I mean - you probably do web searches like this every day.
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A new theory: ZMOT
BUT...Would it surprise you to know that a full 70% of
Americans now say they look at product reviews before making a purchase?
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A new theory: ZMOT
BUT...Or that 79% of consumers now say they use
a smartphone to help with shopping?
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A new theory: ZMOT
BUT...Or that 83% of moms say do online research
after seeing TV commercials for products that interest them?
The automotive market consumer behaviour
An infographic
Digital has changed the purchase path for auto shoppers. As pre-market, in-market, and post-market phases have evolved into a cycle of constant consideration, brand loyalty can be won or lost at any point.
This infographic demonstrates the impact of these changes, and illuminates some of the key moments of brand influence.
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http://goo.gl/rO2tD
See this infographic in full here:
Looking at the future
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http://goo.gl/Hb8ac
What about the younger generation?
Teens and young adults are always connected. In fact, 92% are using more than one device at a time.
So, how's a marketer to stand out with this over-stimulated group? To shed some light on this we've gathered important facts about which devices they're using and how they're using them.
It’s not just about google!
Consumer behaviour is changing thanks to other social networks!
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consumer behaviour on facebook
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52% of americans over 18 spend at least one hour a week on Facebook
consumer behaviour on facebook
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People interact with their favorite brands on Facebook far more than other social networks
A recent study by Sociable Labs which included 1088 online shoppers revealed that social sharing is as helpful as Google search in shopping.
Social Sharing is a Vital Activity for Discovering What to Buy 62% of online shoppers read their friends product related comments on Facebook.
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consumer behaviour on facebook
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consumer behaviour on facebook
Social Sharing Causes Consumers to Act
75% of shoppers who read social sharing comments have clicked on the product link in their friends’ Facebook posts, taking them to the product page on a retailer’s website.
53% of the shoppers who have clicked through to the retailer’s site.
49%
48%
23%
17%
In this infographic you can find interesting data about the new consumer behaviour on Facebook.
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consumer behaviour on facebook
http://goo.gl/p4EEN
Download the infographic here:
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Most twitter users are selective about brands they follow; 79% follow fewer than 10 brands
consumer behaviour on facebook
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Twitter users are frequent online users overall; 50% go online more than once an hour
consumer behaviour on facebook
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60% of followers say they’re more likely to recommend a brand to a friend after following
consumer behaviour on facebook
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Thank you!What’s next?
In the next lesson We are excited
to share with you 10 hot trends
including examples of brands and
businesses that are already
putting them into practice.