2. ‣ THE CONSUMER PATHWAY* IS A MODEL HELPING US UNDERSTAND THE CONSUMER‘S
BUYING PROCESS.
‣ WE CAN USE IT TO ANALYZE AND PLAN A BRAND‘S DIGITAL ACTIVITIES WITHIN A
CAMPAIGN / MARKETING STRATEGY.
*Brand Media Strategy – Integrated Communications Planning In The Digital Era | Antony Young
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3. THE CONSUMER
PATHWAY
EVOLUTION.*
1. The AIDA Model (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898.
2. The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue of
consumers searching information before purchase.
3. The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers
the feedback loop created by social technologies and was developed by Forrester Research in 2008.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
4. The Consumer Pathway integrates the emotional aspects of consumer engagement and
advocacy and was developed in 2010.
*2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young THE MAIN 3
4. IT‘S NOT LINEAR
ANYMORE!
‣ The TelcoKINSEY CUSTOMER DECISION JOURNEY MODEL.
‣ THE MC Case: From Hand to hand to cutting loose
‣ The Telco Case: Loosing rhyme and reason
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5. DIGITAL CREATED
A CHANGE IN
BEHAVIOR.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ It‘s a linear model, a mental crutch. And it works non-linear in many cases.
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6. STAGE ONE:
AWARENESS.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Launch a product.
‣ Communicate a benefit.
‣ Tell of an event or offer.
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7. STAGE TWO:
INVOLVEMENT.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Increase emotional engagement before purchase.
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8. STAGE THREE:
ACTIVE
CONSIDERATION.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Shift up the order of consideration by facilitating favorable comparison.
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9. STAGE FOUR:
PURCHASE.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Convert intent into action at the point of purchase.
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10. STAGE FIVE:
CONSUMPTION.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Improve the user experience.
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11. STAGE SIX:
RELATIONSHIP
BUILDING.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Make customer feel special to improve per capita value.
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12. STAGE SEVEN:
ADVOCACY.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ Increase recommendations.
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13. THE CONSUMER
PATHWAY
CONVERSION.
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ In the end of each stage there‘s a measurable conversion bringing the consumer to the next
stage.
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14. Does it introduce a new brand / product / service to a broad
specific or broad audience? CONVERSION
Does it communicate the benefit well?
Does it properly communicate an event or offer? SUCCESS
Does it increase emotional engagement before
CRITERIA.
purchase?
Does it shift up the order of consideration by favorable
comparison?
Does it convert intend into action at the point of
purchase?
Does it improve the user experience?
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
Does it make the customer feel
special?
Does it increase recommendation?
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16. WE‘RE FOCUSING
ON VERTICAL
INTEGRATION
OOH
PR
Print
Digital
TVC
AWARENESS ENGAGEMENT CONSIDERATION PURCHASE LOYALTY RECOMMENDATION
360°
Cam-
paigns
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17. BUT NEED TO
CHANGE THAT
WAY OF
THINKING!
OOH
PR
Print
Digital
TVC
AWARENESS ENGAGEMENT CONSIDERATION PURCHASE LOYALTY RECOMMENDATION
360° Integration
SEO /SEM Social Media Online Shop CRM Social Media
Cam- of all
paigns disciplines
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18. EVALUATION
DRIVES
INTEGRATION.
NET-REACH
Key Performance Indicators
OTS
(KPIs)
GRP
IMPRESSIONS
CLICK-RATES
COST PER CLICK
AWARENESS ENGAGEMENT CONSIDERATION PURCHASE LOYALTY RECOMMENDATION
REVIEWS
SENTIMENT RATIO
INTERACTION RATE
TOTAL SALES BUZZRANK
COST PER ORDER FANS & FOLLOWERS
SUBSCRIBERS
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19. INDUSTRY
DISTRUPTION.
Once 95% of the marketing budget was invested in awareness campaigns.
Interactive agencies SEM agencies Digital agencies PR agencies
PR agencies SEO agencies eCommerce agencies Social media agencies
Social media agencies PR agencies App developers DM agencies
Media agencies Inhouse marketing
ACTIVE RELATIONSHIP
AWARENESS INVOLVEMENT PURCHASE CONSUMPTION ADVOCACY
CONSIDERATION BUILDING
‣ If we do not adjust our products and services, we‘ll loose large parts of our business.
Today 100% of the marketing budget is invested in the entire purchase funnel and shared by a large number
of specialized (digital agencies).
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20. Thanks for listening!
THE MAIN GMBH
Hannes Ley
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
http://de.linkedin.com/in/hannesley
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