Date post: | 09-Aug-2015 |
Category: |
Marketing |
Upload: | sameer-mathur |
View: | 128 times |
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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.
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
New Roles for Marketing
• Orchestrator
• Publisher and “content supply chain” manager
• Marketplace intelligence leader