Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.

1. The Connected
Consumer Journey
Navigating The Melee
Aleesha Tully, In the Company of Huskies

2. Digital Strategist, In The Company of Huskies
Working at the convergence of planning,
search, social and technical.
The “Me” Bit
@aleeshajulia

3. It’s my job to make sure
that the overall approach to
digital for the brand
actually makes sense, and
to ensure the channels and
tactics work together to
achieve our objectives.
My work at Huskies…

4. What we’re going to talk about today…
• The consumer journey today
• Cutting through the melee – some words of wisdom
• A (simple) guide to mapping the digital journey and touchpoints
• An example of this thinking – in real life
• Round up

6. A consumer journey is the complete sum of
experiences that consumers go through when
interacting with your company and brand.
Instead of looking at just a part of a
transaction or experience, the consumer
journey documents the full experience of
being a consumer.
Consumer Journeys

7. An old-school consumer journey
– easy to deal with, right?

8. Awareness Consideration Purchase
ATL
WOM
Press
Sales Assistants
The Store
Call Centre

9. Then along comes…

10. …The dawn of the web.

13. Comms formats are multiplying!

14. Don didn’t have to deal with
the myriad of channels and
consumer touchpoints that
we do today.

16. Here’s what you get when you search “digital consumer journey”…

18. It’s a bit like…

19. This is a lot to deal with.

20. Marketers identified ‘planning
across consumer touchpoints’
as their #1 pain point in 2015.

21. Translating the work of
traditional advertising into the
digital advertising realm doesn’t
need to be that complicated,
does it?

22. Some people are working to
cut through the melee.

23. 1.
Understand strategy
vs planning

24. “Planners have become discipline-focused
tacticians that are putting the “How”
before the “What” and the “Why.”
Antonis Kocheilas

25. 2.
Understand that not every
touchpoint or channel serves the
same purpose for our consumer
– but this can be simple!

27. “Facebook is for emotion.
Google is for intent.”

28. 3.
Think 'human to human'.
Put yourself in their shoes!

30. "The work of an advertising
agency is warmly and
immediately human. It deals
with human needs, wants,
dreams and hopes. Its
'product' cannot be turned
out on an assembly line."
- Practice empathy for your
consumer!

31. Mapping Your Digital Consumer
Journey & Channel Touchpoints
A (simple) guide

32. 1. Understand Your Consumer
To simplify things down… we first need an understanding of
• Demography
• Geography
• Personality
• Their relationship with your brand category
• Their relationship with your brand
• And finally... Their relationship with their current touchpoints

33. 2. Understand The Consumer Journey Length
Depending on your product… consumer journey paths can be
shorter or longer.
People will research deeply into things that carry more risk.
For example – a high street beauty product or clothing vs a car, or a
mortgage

34. 3. Understand The Consumer-Brand Relationship
This one is easy.
For your target customer, what is their brand awareness level? What
are their perceptions of the brand?

35. 4. Understand The Touchpoints
And the roles they play.
This is where you bring in the human moments.

36. 5. Map it all out.
If you can’t show it all on one page, it’s too complicated.

37. An example of this
coming to life.
Fáilte Ireland
Transforming Irish Tourism Through Digital

38. The Problem:
When the financial crisis hit, the effect on Irish tourism was
catastrophic.
Over the five crunch years, Dublin alone was losing 2000 tourists a day
– that translates to a financial hole of €1 billion.
Challenge:
• Address a perception issue for Dublin, and later, increase awareness
for The Wild Atlantic Way.
• Recognise that the way people book holidays worldwide has changed

39. The Solution:
Turn to digital channels – particularly search and
social
Build new consumer journey models – adapting to
the modern tourism consumer and the many digital
interactions they make along their decision journey

41. Case Study Video link: https://vimeo.com/187799667

42. Summing it up…

43. • Understand what a consumer journey is – it’s the experience your
customer will have with your brand
• Human thinking
• Put yourself in their shoes – what questions are they asking?
• You should map their experience, channels, and digital
touchpoints all on one page
• Clear thinking leads to less complication

45. ‘MAKE IT SIMPLE,
BUT SIGNIFICANT.’

46. Thanks!
aleesha.tully@huskiesagency.com
Twitter: @aleeshajulia

47. Appendix
• Antonis Kocheilas – Let strategists pick up their razors and shave
complicatedness clean
• https://www.linkedin.com/pulse/let-strategists-pick-up-razors-shave-complicatedness-clean-kocheilas?trk=hp-feed-article-title-share
• Scott Galloway at L2INC – Check out their YouTube Channelhttps://www.youtube.com/channel/UCBcRF18a7Qf58cCRy5xuWwQ
• Google’s Micro Moments
• https://www.thinkwithgoogle.com/micromoments/intro.html
• The Customer Journey to Online Purchase – Google
• https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html