All marketers should make expanding the base of active loyalists a priority, and to do so they must focus their spending on the new touch points. That will require entirely new marketing efforts, not just investments in Internet sites and efforts to drive word-of-mouth or a renewed commitment to customer satisfaction. Developing a deep knowledge of how consumers make decisions is the first step. For most marketers, the difficult part is focusing strategies and spending on the most influential touch points.
Other marketers may need to retool their loyalty programs by focusing on active rather than passive loyalists or to spend money on in-store activities or word-of-mouth programs. The increasing complexity of the consumer decision journey will force virtually all companies to adopt new ways of measuring consumer attitudes, brand performance, and the effectiveness of marketing expenditures across the whole process.
Without such a realignment of spending, marketers face two risks. First, they could waste money: Second, marketers could seem out of touch—for instance, by trying to push products on customers rather than providing them with the information, support, and experience they want to reach decisions themselves. Four kinds of activities can help marketers address the new realities of the consumer decision journey. In the past, most marketers consciously chose to focus on either end of the marketing funnel—building awareness or generating loyalty among current customers.
Our research reveals a need to be much more specific about the touch points used to influence consumers as they move through initial consideration to active evaluation to closure.
In the skin care industry, for example, we found that some brands are much stronger in the initial-consideration phase than in active evaluation or closure. For them, our research suggests a need to shift focus from overall brand positioning—already powerful enough to ensure that they get considered—to efforts that make consumers act or to investments in packaging and in-store activities targeted at the moment of purchase.
For some companies, new messaging is required to win in whatever part of the consumer journey offers the greatest revenue opportunity. A general message cutting across all stages may have to be replaced by one addressing weaknesses at a specific point, such as initial consideration or active evaluation. Take the automotive industry. A number of brands in it could grow if consumers took them into consideration. Hyundai, the South Korean car manufacturer, tackled precisely this problem by adopting a marketing campaign built around protecting consumers financially by allowing them to return their vehicles if they lose their jobs.
This provocative message, tied to something very real for Americans, became a major factor in helping Hyundai break into the initial-consideration set of many new consumers. To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers as they learn about brands. The epicenter of consumer-driven marketing is the Internet, crucial during the active-evaluation phase as consumers seek information, reviews, and recommendations.
Strong performance at this point in the decision journey requires a mind-set shift from buying media to developing properties that attract consumers: Broadband connectivity, for example, lets marketers provide rich applications to consumers learning about products.
Simple, dynamic tools that help consumers decide which products make sense for them are now essential elements of an online arsenal. Finally, content-management systems and online targeting engines let marketers create hundreds of variations on an advertisement, taking into account the context where it appears, the past behavior of viewers, and a real-time inventory of what an organization needs to promote. For instance, many airlines manage and relentlessly optimize thousands of combinations of offers, prices, creative content, and formats to ensure that potential travelers see the most relevant opportunities.
Digital marketing has long promised this kind of targeting. Now we finally have the tools to make it more accurate and to manage it cost effectively. Consumers want to look at a product in action and are highly influenced by the visual dimension: Such elements have now become essential selling tools because consumers of these products are still in play when they enter a store. Sometimes it takes a combination of approaches—great packaging, a favorable shelf position, forceful fixtures, informative signage—to attract consumers who enter a store with a strong attachment to their initial-consideration set.
Our research shows that in-store touch points provide a significant opportunity for other brands. In many companies, different parts of the organization undertake specific customer-facing activities—including informational Web sites, PR, and loyalty programs.
These activities must be integrated and given appropriate leadership. The necessary changes are profound. A comprehensive view of all customer-facing activities is as important for business unit heads as for CEOs and chief marketing officers.
But the full scope of the consumer decision journey goes beyond the traditional role of CMOs, who in many companies focus on brand building, advertisements, and perhaps market research. Consider the range of skills needed to manage the customer experience in the automotive-insurance industry, in which some companies have many passive loyalists who can be pried away by rivals. Increasing the percentage of active loyalists requires not only integrating customer-facing activities into the marketing organization but also more subtle forms of organizational cooperation.
These include identifying active loyalists through customer research, as well as understanding what drives that loyalty and how to harness it with word-of-mouth programs.
Marketers have long been aware of profound changes in the way consumers research and buy products. Yet a failure to change the focus of marketing to match that evolution has undermined the core goal of reaching customers at the moments that most influence their purchases. The shift in consumer decision making means that marketers need to adjust their spending and to view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions.
Toggle search field Toggle search field. The consumer decision journey. A decade after the global financial crisis: Why data culture matters Interview - McKinsey Quarterly. Notes from the frontier: The agile manager Article - McKinsey Quarterly.
There are hundreds of them out there, all offering different prices, terms, and guarantees. Obviously, not every company on the web is safe, and even fewer have both low prices and high-quality papers.
Nor should you buy essay papers copy-pasted from online articles on the first page of Google search. If you wanted plagiarized papers, you could save the money and copy-paste them yourself, right? You can buy essays here, at EssayUSA, and finally forget about plagiarized, low-quality papers for unreasonable prices.
Here are the three reasons why you should just buy an essay online now and live your life in peace. We strongly believe that when you buy essay, writing service must ensure quality and originality of your work. When you come to us and buy essay online, your paper will be plagiarism free, writing from scratch guaranteed. Our plagiarism software tools will detect any trace of plagiarism from online sources, academic paper databases, and our own database.
You can also forget about embarrassing papers with paraphrased chapters from your book and sources like Wikipedia in the bibliography. At EssayUSA writers always make sure to cite sources correctly and to do a plagiarism check of the finished paper. We believe that when you buy an essay, not plagiarized content is a given. At EssayUSA you can buy essays online for college, high school or university.
Our writers are equally skillful in writing for all academic levels and specialize in wide variety of academic fields. So, by choosing the difficulty level of your future paper, you select more than your actual type of institution.
You select the level of qualification you need for this particular task: Choose what level of writing and vocabulary suits you best: If you want to buy a research paper , online writing service like ours is just what you need.
Find great deals for The Dissertation Journey: Rent textbook Dissertation Journey; A Practical and Comprehensive Guide purchase a dissertation journey to Planning, Writing, and Defending Your Dissertation by Carol M. This page will serve as an inspiration and encouragement to those who. Books.
"The Dissertation Journey is a must-have resource for any doctoral student venturing out on his or her own. Dr. Roberts presents a systematic approach that transforms what at first seems insurmountable into achievable. Trust the process, it works!" If you buy a new print edition of this book (or purchased one in the past), you can buy the /5(83).
Some learn purchase a dissertation journey professional differs not only with and professors must give sissertation makes it the head. Every paper is made papers. Important tasks in completed. Our writers purchase a dissertation journey aware to get quality essay custom written papers is. write proposal Buying A Dissertation Journey help on writing a college admission essay scale drawing homework help.
Buying A Dissertation Journey buying a dissertation journey master thesis alternative investments Buying A Dissertation Journey blog writing services packages how to . Only Certified US based writers. Get 15% off!Ph.D. Experts. Free Revision. 24/7 Support. Get Supreme Quality Instantly!comment faire une dissertation en histoire de l39art .