Presentation on theme: "NewsCorp Manager Workshop. Importance of the consumer decision making journey – The new decision journey – Matching products to the purchase funnel exercise."— Presentation transcript:
NewsCorp Manager Workshop
Importance of the consumer decision making journey – The new decision journey – Matching products to the purchase funnel exercise Digital landscape – Value by product – Articulating the value exercise Presenting the digital solution – Present a real- life solution – Overcoming objections exercise Agenda
Importance of the Consumer Decision Making Journey
Definition: illustrates the typical consumer activities that result in the purchase process of a product or service. Awareness- become aware Consideration- express interest Intent- show intent, narrow choices Purchase- make purchase Loyalty- repeat purchase Advocacy- share, positive reviews, recommendations Traditional phases of the consumer decision making journey
5 The consumer decision making journey is no longer linear
Why is it no longer linear? Shoppers today are able to process an enormous amount of information. They use twice as many sources to arrive at a decision and use each source almost twice as heavily as in the past. Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
Why is it no longer linear?
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011 Why is it no longer linear?
ZMOT is more complex than marketers think. ZMOT’s happen along each step of the consumer journey, from awareness to advocacy. Most happen off the desktop. “Show me how this product measures up to similar ones from other brands.” Comparative Shopping “Show me how this product measures up to similar ones from other brands.” Comparative Shopping “Help me figure out which product is right for me.” Educational Browsing “Help me figure out which product is right for me.” Educational Browsing “Can I get a deal on this purchase?” Deal seeking “Can I get a deal on this purchase?” Deal seeking “Where can I get an accessory.” Incremental Purchases “Where can I get an accessory.” Incremental Purchases “Check out this great new product I bought- I think you would love it too!” Social Sharing “Check out this great new product I bought- I think you would love it too!” Social Sharing “Help me find a nearby store.” Wayfinding Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011 ZMOT within the decision journey
Consumer decision making journey: media’s role Align each media/ product to the buying cycle Select which phase the media/ product influences the most- mark a 1 in the box Select which phase the media/ product influences second- mark a 2 in thebox We will walk through traditional media and digital media Let’s discuss as we go along.
Consumer buying cycle: media’s role
Digital Landscape: Articulating the Value
The digital landscape: display
The digital landscape: why display? Reach – Leverage sites that have a broad reach Engagement – Time spent on a website makes the ad more effective Targeting – Get in front of a user based on who they are, where they’re located and what they are interested in Creative – Emotional and logical appeal
The digital landscape: search
PPC is like renting ad space on Google: as long as you pay Google rent, your ad will be visible. Attract motivated buyers actively searching for products/services Know who is coming, where they are coming from, what they do when they get there. (Track phone calls and s) PPC allows advertiser to target ideal clients geographically and by the search terms they are using to find advertiser’s products/service. Keywords and focus can change based on analytics and actions. [ SEARH ENGINE MARKETING ] The digital landscape: why PPC?
The digital landscape: social
High Engagement – 64% of Facebook Users have become a fan of at least 1 page – 90% of users trust peer reviews 77% use blogs to influence purchasing decisions Strengthen customer retention and average value News and information that is Important to You The digital landscape: why social?
The digital landscape: mobile
Complete the features section: this may include how it works, the “sizzle” factor Complete the benefit section: this should be solely focused on the value to the advertiser Share out with the group The digital landscape: articulating the value
Presenting the Digital Solution
Break into pairs of two Each person will present their solution to the other in their pair We will walk around the room to advise Someone will be asked to present to the group 24 Presenting the digital solution
My client is currently running PPC with a competitor and says they’re happy with the results. Why should I convince them to switch to us? I do not understand why I should sell digital when it is less money than print- I do not see the value. I have pitched digital before, my client is not returning my calls and I do not think they want it. They cannot run both print and online- which one would you choose? My client does not pay a management fee for search with ReachLocal and they are getting a a $5 CPM for display. My client cannot afford to run at the minimum impressions levels. Overcoming objections from your sales teams
Manager Workshop: Key Takeaways
What were your a-ha moments over the last 2 hours? What will you do differently in your 1:1s? What will you do differently in the field? What will you do differently when pitching proposals? What else, in general will you do differently? Key takeaways