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The consumer decision journey - McKinsey Quarterly - Marketing - Strategy

If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.” Marketing has always sought those moments, or touch points, when consumers are open to influence. Interactive Exhibit 1 In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase. Enlarge We developed this approach by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Exhibit 2 Exhibit 3

Decoding the Consumer In the 1950’s, on the children’s live-action adventure Captain Midnight, the Secret Squadron was chartered to combat evil. Squadron members used special decoder rings to decipher messages that no one else could understand. The secret decoding power provided a competitive advantage that allowed the Secret Squadron to triumph over their opponents. Wouldn’t it be great if you could slip on a special marketing decoder ring to decipher your prospects? Alignment with the Consumer Buying Process The customer experience is influenced by all touch points people encounter from moments before they are aware of a need until they have fulfilled that need. 1. 2. 3. 4. Decoding the Future … Search – Social - Mobile As consumers attitudes and expectations change towards the companies they do business with, linkage between the customer experience and the consumer buying process becomes more crucial.

Color Emotion Guide DELL JPMorgan DIVERSITY Nikon ups IMDB BOL SUBWAY NBC DIVERSITY SUBWAY ebay BEST BUY DHL Hertz amazon Sprint TRUST IKEA PENNZOIL NBC monster - Your calling is calling - Google NATIONAL GEOGRAPHIC CHANNEL CAT Denny's HOOTERS NICKELODEON Fanta Lego Kellogg's Nintendo KMART YouTube ORACLE Coca-Cola Syfy Virgin Lowe's CNN starz Cadbury bp vimeo hp intel NASA flicr LAND ROVER Girl Scouts Big Brothers Big Sisters NETFLIX HARLEY-DAVIDSON MOTOR CYCLES AUSSIE Crush Orange Welch's Ford Wordpress Barbie American Express T-Mobile Animal Planet EXXON Walmart Lays ACE The helpful people FritoLay KFC NABISCO Heinz Gulf IBM pfizer publix HESS Apple Nike Hallmark Mercedes Hertz Yahoo! orkut tropicaña Spotlfy LYNX payless facebook Canon Walmart OREO puma WHOLE FOODS SunChips McDonalds GOOD YEAR shutterfIy Blogger boost Ferraro AVIS TACOBELL Oral-B CN Cartoon Network

Your Competitive Advantage Is Your Customers Buying Experience | The Customer Collective We have all been through a “buying experience” that was anything but pleasant. For some it was purchasing a car from a stereotypical “used car salesman” or an over-the-top pushy life insurance salesperson. For most of us it was not the features or the uniqueness of the product service that lead to purchasing, as it was the experience of going through the buying process. It is a well known fact that companies who create a superior buying experience are able to truly differentiate themselves in the marketplace. 70% of customer’s buying experiences are completed before the first contact with a salesman is made (Sirius Decisions). A great example of this is Disney. Now, consider the experience your prospects receive when they looking to buy the product or service you sell. When done correctly, creating an elite buying experience for your customer base will be difficult for your competitors to imitate. Connect: Authored by: Andrew Hunt See complete profile

SETTER | 4 Examples of Brand Strategy Driving Organizational Success Social media, SEO, and mobile dominate today’s marketing discussion, with good reason. New media technologies require new thinking to capitalize on them. But, like radio and TV before them, new media are merely enablers, not solutions. The single greatest determinant of marketing success is, and has always been, brand strategy. Which customer niche should we target? This post shares stories of organizations I’ve worked with over the course of my career who have developed bold brand strategies to distinguish themselves, gain competitive advantage, and drive sustained growth. By the early 2000’s, Whole Foods had pretty much maxed out market share in the “organic and natural” customer segment, but were pursuing growth. Each ad told the story of a single item that exemplified Whole Foods’ “passionate pickiness” in scouring the globe for the best foods in the world. The result, in a fairly commoditized industry typically driven by the lowest bid?

Toyota Owners To Get a Private Social Network Toyota has teamed up with Salesforce.com to create Toyota Friend, a private social network for owners of Toyota cars. The network will be accessible through PCs, tablets and smartphones, giving Toyota customers the ability to connect with their dealerships, cars and Toyota itself. For example, your car could send you an alert when its battery needs recharging, and you would be able to connect to your dealership to get maintenance tips and service information. Competitive advantage and UBER culture Culture is often seen as the soft, 'touchy-feely' side of business. My experience suggests it's actually one of the hardest things to deal with. Why? In fact, in reality, culture is very tangible. My very simple definition of 'culture' in a business is 'the way we do things around here' and an UBER customer-focussed culture is one that creates real competitive advantage by focussing everyone on delivering great customer experiences. My research suggests that the key ingredients of an UBER culture are: Everyone Understands what's expected of them and behaves accordingly and consistently as a result Systems and processes are Built to create consistently great customer experiences and reinforce that culture People are Engaged, Empowered and Encouraged to deliver them People are Rewarded and Recognised for doing it! 'Encouragement and empowerment' are part of an UBER culture and here's a great example that hopefully illustrates the point. "I'm not really sure" came the reply.

Big data's impact on retail customer loyalty By Rob Bauder, dunnhumbyUSA For decades, business growth within the retail industry has traditionally focused on the acquisition of new customers with customer loyalty as its trusted promotional sidekick to increase store traffic and brand sales with one fell swoop. Before shopper loyalty card data, focusing on customer acquisition was not necessarily a poor strategy. In fact, with performance measured almost exclusively based on sales data, the resources and insights available were often not granular enough to identify specific household behavior over time in a statistically large enough sample size. Thus, business growth was virtually synonymous with customer acquisition. However, as the data resources available to a business continue to evolve, the approach to customer loyalty has not. Measuring overall success against customer acquisition is a difficult habit to break. Story continues below... Replacing a loyal customer is expensive. Customers are not exclusive. Relevance works.

The four benefits of multi-channel retailing The following is an excerpt from the free guide "Multi-channel Retailing: An Introduction," sponsored by Frank Mayer and Associates and available for download here. Creating a successful multi-channel experience can seem intimidating to many retailers, who may wonder if the effort is worth it. They may not have a choice, however. "Consumers are expecting this kind of integration already," said Ron Bowers, senior vice president of Frank Mayer and Associates, a Grafton, Wis. But multi-channel retailing offers plenty of benefits to retailers, benefits that make investing in the strategy worthwhile. Improved customer perception "Channels are disintegrating for customers," said Jeremy Gustafson, vice president at KSC Kreate, a digital commerce agency based in Hollywood, Fla. Brands who don't provide that kind of experience, he said, are likely to lose customers, especially as the digital generation gains even more buying power. That improved perception offers another advantage, as well.

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