2 Agenda Importance of the consumer decision making journey The new decision journeyMatching products to the purchase funnel exerciseDigital landscapeValue by productArticulating the value exercisePresenting the digital solutionPresent a real- life solutionOvercoming objections exercise
3 Importance of the Consumer Decision Making Journey
4 Traditional phases 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 awareConsideration- express interestIntent- show intent, narrow choicesPurchase- make purchaseLoyalty- repeat purchaseAdvocacy- share, positive reviews, recommendationsWith so many choices, it can be hard to decide what solutions to provide our advertisers. In order to help accomplish this, we need to think about what our advertisers’ customer is doing. How do they make choices?Slide for each choice with examples? Audience participation there? Include peak seasons in intent.Awareness – I know there are home buildersConsideration – I’d like to buy a houseIntent – trigger (life event, peak season) makes me a buyer, shopping, building short listPurchaseLoyaltyAdvocacy
5 The consumer decision making journey is no longer linear The AdTaxi model closely reflects today’s consumer decision making journey. Consumers are presented with choices at every turn and have the ability to find and gather information more quickly than ever before. Consumers today are touched by numerous marketing messages at every point in their journey.AdTaxi focuses on our clients’ target audience and customer. We focus on connecting brands with their target audience at every stage of the decision making journey.
6 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.But why? Why is the consumer buying cycle no longer linear? See the chart above. This is an excerpt from the Study conducted by Google and Shopper Sciences about the Zero Moment of Truth.Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
7 Why is it no longer linear? With consumers now utilizing twice as many sources and spending twice as much time with each, that means that there is a variety of media, sources, etc. that will be used as the consumer takes his journey through the buying cycle of the consumer. Within the buying cycle there are several “moments” that occur. First the stimulus… this is something that makes you think “huh, that’s interesting… “ then the first moment of truth. The term "First Moment of Truth" (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf. This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time. And then there is the ZMOT: the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. And they are all almost equally important. That is why we have to help our clients by building a solution that has products that reach consumers in all phases of the buying cycle.Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
8 Why is it no longer linear? Analyzing 50+ drivers across 11 categories, you can see how media / marketing / advertising plays a part in each moment and how it all works together.Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
9 ZMOT within the decision journey 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.“Help me find a nearby store.” Wayfinding“Help me figure out which product is right for me.”Educational Browsing“Show me how this product measures up to similar ones from other brands.”Comparative Shopping“Can I get a deal on this purchase?”Deal seekingZMOT happens throughout the buying cycle. It is crucial that clients’ realize how important it is to have presence in front of conusmers at each phase of the cycle for this reason. Even if it isn’t with solutions we offer.“Check out this great new product I bought- I think you would love it too!”Social Sharing“Where can I get an accessory.”Incremental PurchasesSource: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
10 Consumer decision making journey: media’s role Align each media/ product to the buying cycleSelect which phase the media/ product influences the most- mark a 1 in the boxSelect which phase the media/product influences second- marka 2 in theboxWe will walk through traditionalmedia and digital mediaLet’s discuss as we go along.Pass out blank worksheet. Lead group through discussion of what products accomplish what. You can only select 2 phases on the buying cycle for each product. Put a 1 in the box for the area the product hits first, put a 2 in the box for the second.
11 Consumer buying cycle: media’s role This will be a facilitated conversation… put each slide up on the screen as they talk through what this should look like.
12 Consumer buying cycle: media’s role This will be a facilitated conversation… put each slide up on the screen as they talk through what this should look like.
13 Consumer buying cycle: media’s role This will be a facilitated conversation… put each slide up on the screen as they talk through what this should look like.
15 The digital landscape: display Let’s start with Display Advertising…It is no wonder that display alone can be overwhelming to our clients. There are many ways they may be approached and there are many things that we may get asked about. But the truth of the matter is that in most cases there are only a few of these that we deal with locally. So while you should know some of these things exist, it is okay if you don’t know them all backward and forward.So let’s talk about which one of these we do run into locally. Can anyone pick out the most familiar logos?Have a conversation about the competition and refer to them throughout the section. It would also be a good idea to write them on a flip chart and refer to them in additional training.
16 The digital landscape: why display? ReachLeverage sites that have a broad reachEngagementTime spent on a website makes the ad more effectiveTargetingGet in front of a user based on who they are, where they’re located and what they are interested inCreativeEmotional and logical appealFacilitator: Why are our clients buying display now? Whether it is from us or not. Have an open discussion. Walk through the thought process.Animation: These are some of the common reasons we see as to why the client is utilizing a display solution.Talk about how well our solutions do this versus the competition. Where do we rank?
17 The digital landscape: search Now let’s move in Search Engine Marketing…
18 The digital landscape: why PPC? 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/servicesKnow 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.Pay Per Click advertising really focuses on the bottom of the purchasing funnel for advertisers and is primarily used for lead generation. At high level, how PPC works, is that business owners will allocate a monthly budget to have their website appear on the first page of search engines for targeted keywords that will drive in a users who is looking for a specific product or service. Each time their ad is clicked on, the business owner pay Google a cost per click. Once that budget is exhausted, the advertiser’s ad no longer shows up.What are some of the advantages of PPC advertising?Small initial investment. The search engines don't charge a fee to place or run your ad. You only pay for the users that click thru on the ad.Realistic for all businesses, regardless of size. Pay-per-Click campaigns can create a level playing field for small businesses, particularly if your campaign research results in the right keywords. With the right campaign management, your ad placement might be right above or below a larger competitor or national chain. This effectively puts you in a good competitive position without having to substantially out bid the larger advertiser.Immediate results. The research, set up and implementation cycle of pay-per-click campaigns can take place in just a few days, as opposed to natural search engine rankings which require weeks or months to gain desired rankings. Pay-per-click campaign results are immediate: the day your ad is placed – the clicks to your website begin!Real-time tracking. Metrics such as: effectiveness of keywords and phrases, per ad traffic generated, per ad conversions, and many more measurements provide campaign managers with the data to alter campaigns almost in real-time. This allows you to respond very quickly to either good or bad performing ads. And unlike a printed piece or mailer, the lag time to judging ad effectiveness is hours not days. And modifying an ad can be accomplished in minutes.Targeted traffic. Pay-per-click campaigns utilizing geo-targeting, effective keyword research and demographic site selection allows you to target your viewing audience much more precisely. Thus, pre-qualifying your customers to a far greater degree before they ever land on your website.[ SEARH ENGINE MARKETING ]
19 The digital landscape: social Let’s dig into Social. Social from me is a hot button for advertisers but at the same I feel like there is a lot to learn with social, and a lot to teach our advertisers. Social can have many definitions and several businesses are starting to dabble in social, but don’t quite understand how to make it work for them and their business.
20 The digital landscape: why social? High Engagement64% of Facebook Users have become a fan of at least 1 page90% of users trust peer reviews77% use blogs to influence purchasing decisionsStrengthen customer retention and average valueNews and information that is Important to YouSo in summary, what’s the benefit of social advertising?Who are some ideal clients for social?
21 The digital landscape: mobile Mobile is a huge growing segment and opportunity. Think about it. most mobile phone users are within an arm’s reach of their devices over 90 percent of waking hours, including times when other media are not available. People use their phones as alarm clocks, ipods during the gym, etc. It’s with them all the time.With mobile phone penetration near 90 percent for U.S. adults, conversations are possible all the time with everyone.The concept of “mobile” literally means “not in one place.” Mobile devices become part of a person, not “part of one of their locations.” This is a powerful concept, for two opposing reasons:• Customers can almost always be reached • Customers can almost always be interruptedThe always-on and always-aware nature of mobile devices provides more timely communications than any other channel. Location awareness Knowing someone’s geographic location can be critical to engaging in a relevant conversation with them.For example, when Joe is sitting in a downtown basketball arena, there are many restaurants and retail stores nearby that want to engage with Joe. Location provides both proximity data and contextual information, and both of these must be considered when using location-based services (LBS) to converse with customers.Yet, the context of attending a basketball game may mean that Joe will not want marketing interruptions while the game is being played.Combining both proximity and environmental context will be hard for many marketers to address, but consumers will grow to expect them together.Location-awareness can be via broadcast services such as Bluetooth, or embedded within other transactions such as QRS codes.Either way, it is important to remember that mobile is a permission-based medium, with customers proactively choosing (or not) to engage with functions such as LBS at any specific time.
22 The digital landscape: articulating the value Complete the features section: this may include how it works, the “sizzle” factorComplete the benefit section: this should be solely focused on the value to the advertiserShare out with the group
24 Presenting the digital solution Break into pairs of twoEach person will present their solution to the other in their pairWe will walk around the roomto adviseSomeone will be asked topresent to the group
25 Overcoming objections from your sales teams 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.
27 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?