-You’re Spending Your MoneyIn All the Wrong Places

PRESENTED BY-

Ayu Candra 0413114353016

Afifah Rahmania 041314353047

Latar Belakang

The impact of branding in the digital age. How internet has been used as a tool to build

relationship with brands. How INTERNET influences (positively or

negatively) a brand. How traditional marketing strategies have

continued to exhaust. Consumer Decision Journey.

Introduction

TRADITIONAL AGE:Relation ends with sale.

INTERNET AGE:Relation sustains, remains engage

TOUCH POINTS:Spending more time

TRADITIONAL FUNNEL METAPHOR

MODERN CONSUMER DECISION JOURNEY

THE RESEARCH REVEALED

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

Consider Evaluate Buy Enjoy, Advocate and Bond

BLOCK THAT METAPHOR:

David court 2009 carried on a study on how customer engage with brands- “The customer decision journey” (CDJ)

Famous funnel metaphor to think about touch points- have used paid- media, push marketing.

JOURNEY IN PRACTICE

There are two implication of this:Instead of focusing on how to allocate spending across media, marketers should target stages in the decision journey.

ADVERTISEMENTADVOCACY

The second implication is that marketers’ budgets are constructed to meet the needs of a strategy that is outdated.

ONE WAY COMMUNICATIONHUGE COST INVOLVED

Instead of paid media marketers should concentrate on-Owned mediaEarned media

EXAMPLE-

LAUNCHING A PILOT To shift to a CDJ-driven strategy has three

parts: understanding your consumers’ decision

journey Determining which touch points are

priorities how to leverage them Allocating resources accordingly

To see how consumers navigate the decision journey the following were considered:

WHAT THEY DO To answer this, multiple questions were

framed like: How would they describe the stages of their journey, online and off? Which resources were most valuable to them, and which were disappointing? How did brands enter and leave their decision sets, and what drove their purchases in the end?

WHAT THEY SEE This consisted of questions like: How was its appearance in the search engines? How visible were they on retail sites? What do consumers review about the brand?

WHAT THEY SAY The final focus was what people say online

about the brand

TAKING ACTION

- Shift from paid media - Marketing inserted links from its own site to retail sites - Developed programs that included online community initiatives, contests, and e-mail promotions

A CUSTOMER EXPERIENCE PLAN

-The details of a customer experience plan

will vary according to the company’s

products, target segments, campaign

strategy, and media mix

NEW ROLES FOR MARKETING

-Orchestrator

- Publisher and “content supply chain” manager.

- Marketplace intelligence leader.

STARTING THE JOURNEY

HOW THE INTERNET IS USED

A large number of the internet population use the internet for just searching randomly.

The next large internet population is more involved in research

Online videos and music

Last but not the least- Social Networking.

Google conducted a research on the online and offline purchases:-

Research online and purchase offline (66%)

Research offline and purchase offline (13%)

Research online and purchase online (20%)

Research offline and purchase online (0%)

50 MILLION MARK It took radio 38 years

It tool Television 13 years

It took Internet 7 years

It took Mobile just 3 years