The new pathways to purchase in the world of networked consumers - PowerPoint PPT Presentation

Loading...

PPT – The new pathways to purchase in the world of networked consumers PowerPoint presentation | free to download - id: 6b7a19-NDUyY



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

The new pathways to purchase in the world of networked consumers

Description:

... Company 3 22 Where Social Media Fits in to the Mix Friending the Social Consumer Most influential touchpoints Company-driven marketing ... laptops up from 30% ... – PowerPoint PPT presentation

Number of Views:68
Avg rating:3.0/5.0
Slides: 45
Provided by: LeeRa3
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: The new pathways to purchase in the world of networked consumers


1
The new pathways to purchase in the world of
networked consumers
  • Henry Assael - lecture at NYU
  • October 6, 2011
  • Lee Rainie Director, Pew Internet Project
  • Email Lrainie_at_pewinternet.org
  • Twitter _at_Lrainie

2
Implication A New Consumer Decision Journey to
Manage
ACTIVE EVALUATION
The consumer adds 1.7 more brands to
consideration, based on packaging and sampling
INITIAL CONSIDERATION
PURCHASE
Consumer starts with 1.5 brands in mind,
influenced by previous trial and word of mouth
At the moment of purchase, the consumer has
evaluated only 3.2 brands, and makes decision
based largely on information learned before
shopping
POST-PURCHASE EXPERIENCE
66 of consumers engage with their brand after
purchase (e.g., online research), and this
engagement has a meaningful impact on the
likelihood of repeat purchase
Source Pete Blackshaw CMO, NM Incite, a
Nielsen-McKinsey Company
3
Where Social Media Fits in to the Mix
3
22
Most influential touchpoints
Store/agent/dealer interactions
12
26
43
Prior brand/ product experience
  • Consumer-driven marketing
  • Word of mouth
  • Online research
  • Offline/print reviews

5
39
  • Company-driven marketing
  • Traditional advertising
  • Direct marketing
  • Sponsorship
  • In-store advertising

26
22
Moment of Purchase
Active Evaluation
Initial Consideration
Source Pete Blackshaw CMO, NM Incite, a
Nielsen-McKinsey Company
4
Your experiences -1
  • Smaller scale / impulse buys
  • Piece of music
  • App
  • Something off the shelf
  • Pew Internet findings in 2007 among music buyers
  • 83 find out about music from the radio, TV, or
    in a movie
  • 64 find out about music from family, friends,
    or co-workers.

5
PIP Consumer choice survey (2007)
6
PIP Consumer choice survey (2007)
7
PIP Consumer choice survey (2007)
8
Your experiences -2
  • Mid-scale products
  • Cell phone
  • Clothes
  • Pew Internet findings in 2007 among cell buyers
  • 59 ask an expert of salesperson for advice
  • 46 go to one or more cell phone stores.

9
PIP Consumer choice survey (2007)
10
Your experiences -3
  • Life-altering investments
  • Real estate apartment hunting
  • College choice
  • Car
  • Pew Internet findings in 2007 among real estate
    shoppers (homes and apartments)
  • 49 look at ads in the newspaper
  • 47 ask a real estate agent for advice

11
PIP Consumer choice survey (2007)
12
PIP Consumer choice survey (2007)
13
PIP Consumer choice survey (2007)
14
Digital Revolution 1Internet (78) and Broadband
at home (62)
65
62
15
Networked creators among internet users
  • 65 are social networking site users
  • 55 share photos
  • 37 contribute rankings and ratings
  • 33 create content tags
  • 30 share personal creations
  • 26 post comments on sites and blogs
  • 15 have personal website
  • 15 are content remixers
  • 14 are bloggers
  • 13 use Twitter
  • 6 location services 9 allow location
    awareness from social media 23 maps etc.

16
Impact on shopping
  • Shopping is a full contact sport throughout its
    phases
  • Research phase
  • 60 of all Americans do research online about
    products
  • Purchase phase
  • 55 of all Americans made e-purchases 51 travel
    reservations
  • After-purchase phase
  • 37 rankings and ratings another quarter
    describe their shopping experiences

17
So what for brands?
  • The Bermuda Triangle
  • Markets are fractured
  • Marketplace is roiled
  • Metrics havent kept pace
  • Too much noise
  • Brands are co-owned by advocates /acolytes
  • Best of times - sanctuaries
  • Worst of times - fail

18
Digital Revolution 2Mobile 84
19
Mobile internet connectors 63 adults
20
35 own smartphones
21
The networked consumer cell phones
Interesting tidbit 17 of American adult cell
phones owners have bumped into another person or
an object because they were distracted by talking
or texting on their phones.
22
56 of adults own laptops up from 30 in 2006
52 of adults own DVRs up from 3 in 2002
44 of adults own MP3 players up from 11 in
2005
42 of adults own game consoles
12 of adults own e-book readers - Kindle
9 of adults own tablet computer - iPad
23
Dramatically More Cross-Platform / Media-Mixing
59 of Americans use TV and the Internet
Simultaneously
Source Nielsen Three-Screen Report
24
Impact of mobile connectivity on shopping
  • Just in time information
  • Where can I get a deal?
  • Price comparisons
  • Networked info packed into the shopping
    experience
  • QR (quick response) codes
  • Announcement and validation of purchase
  • Sharing the shopping story

25
So what for brands?
  • Attention zones
  • Continuous partial attention
  • Deep dives
  • Info-snacking
  • Media zones
  • Social
  • Immersive
  • Streams
  • Creative / participatory
  • Study / work

26
Digital Revolution 3Social networking 50 of
all adults
27
What does this mean?
  • Social networks are more influential and
    institutions less influential - 1

Sentries
28
What does this mean?
Social networks are more influential and
institutions less influential - 2
Evaluators
29
What does this mean?
  • Social networks are more influential and
    institutions less influential - 3

Audience New media are the new neighborhood
30
Impact of SNS on shopping
  • Purchasing can be group activity
  • Consumer cartels arise (Groupon, Living Social)

31
With Dramatically Different Channel Preferences
  Question Those who would contact the company to Discuss New products Complain Get Advice Make a Reco. Crisis
Email 96 97 94 96 76
Call a live representative 94 95 92 90 95
FAQ on company website 94 NA 92 NA 74
Post an opinion or question on company website 87 80 77 82 48
IM through the company's website 81 78 78 76 71
Posting on a company message board 77 69 71 74 47
Posting on a blog sponsored by that company 68 61 64 68 41
Telephone - automated response/recording 57 57 62 59 52
Reading company's Facebook page 55 NA 53 NA 36
Sending photo or video to company 53 48 48 51 41
Posting on the company's Facebook page 50 42 47 47 31
Texting the company via mobile device 36 34 40 37 41
Source Nielsen Consumer Channel Preference Study
09
32
Brand Credibility More Important Than Ever
Six Drivers of Brand Credibility Six Drivers of Brand Credibility Six Drivers of Brand Credibility
Trust Authenticity Transparency
Confidence Consistency Integrity Authority As Advertised Real Sincere Real People Informal Let the Sun Shine In Easy to Learn Easy to Discover No Secrets
Affirmation Listening Responsiveness
Playback Reinforcement Search Results Accountability Empathy Welcome Mat Humility (we can learn) Absorbing Feedback Follow-Up Invitational Marketing Solidifying the Solution Dignifying Feedback
24
Source Nielsen Consumer Channel Preference Study
09
33
Implication Bold New Questions for Companies
Issue The Big Question
Credibility How to manage and protect credibility and trust in a highly transparent, 24/7 feedback environment?
Influencer Management How to extend the notion of key influencer management to everyday consumers and even employees?
Cultivating Earned Media How to generate earned media from customer service, and how service in general can be leveraged more strongly for brand and business-building via social media?
Organization How to best manage day-to-day digital/social media operations, recognizing that social media breaks down geographic and organizational barriers.
Listening Measurement What are the right listening measurement protocols to drive accountability, feed engagement strategy investment?
Source Nielsen Consumer Channel Preference Study
09
34
Social Commerce Ecosystems
Implication Death (or erosion) of Web Sites
35
Implication New and More Holistic Rules of
Engagement
Brand Backyard
Consumer Backyard
Common
Branded Media Channels
Consumer Relations
Forum / Communities
Consumer Outreach
Influencer Outreach
Brand Site Contact Center E-mail Phone Web Site
Engagement Blog Chat, SMS Phone Rate Review
Communities User-Contributions Ratings Reviews
Co-Creation
Platforms Twitter Facebook YouTube Flickr,
LinkedIn
3rd Party Consumerist Edmunds WebMD TechCrunch
43
36
Implication From Selling to Service
Hersheys
Pizza Hut
Ben Jerrys
Kraft
Dunkin Donuts
Convenient pizza ordering experience
Experience B J through peace, love and ice cream
Discover recipes for any occasion.
Communicate with co-workers for coffee runs
Simulate your favorite choc. milk experience at
anytime
Relevance to BP
Price Finders
Product Info
Travel Services
Environmental Info
Source Nielsen Consumer Channel Preference Study
09
37
Implication Rise of Consumer Cartels
Source Nielsen Consumer Channel Preference Study
09
38
Implication Massive Levels of Retailer Innovation
Can BP empower its franchises and/or products
around innovation?
Source Company websites Progressive Grocer
Pittsburgh Post-Gazette
Source Nielsen Consumer Channel Preference Study
09
39
Implication The Rise of Real-Time
24/7 Real-Time War Room 24/7 Engagement Listening Beyond Borders
All aspects of integrated, brand-monitored social media Deliberate effort to shape and manage messaging Listening tools cover multiple languages regions
Source Nielsen Consumer Channel Preference Study
09
40
Looking Ahead
Source Nielsen
41
Whats Ahead / Next?
Near Term Trends for 2012
Trend What It Is, What It Means
Mass Socialization Social earned media paid media become more intertwined
Platform Proliferation New devices and multi-tasking abound
Mobile Comes of Age Extends mass socialization extends media to point of sale
Apps Everywhere Disruptive growth in apps, fueled by games and service utilities
Dominance of Facebook A juggernaut, rewriting rules shifting attention from websites
Rise of Social Commerce Redefining consumer retailer interactions, powered by GPS, etc
Relevance Privacy Cautious advance to addressability heightened scrutiny
Infrastructure Growth Increased access and speed expand digital opportunities
Heads Down Generation Dramatic consumer habit change all eyes to wireless devices
Digital Downsizing More filtering/control of apps, friends, followers, choices
41
42
Whats Ahead / Next?
Longer Term Trends Disrupters
Market Trends Description
Digital Social From separate roles to unified and integrated (now one the same)
Mobile Disruption Re-setting the entire landscape
Activism Social Media Smarter, Creative, More Empowered/Linked More Sophisticated
Payments and Fees Friction-free and seamless (already in play with iTunes)
Globalization of Social Creating huge opportunities.and huge operational challenges
Organizational Trends Description
Media Blending Increasingly sophisticated Paid, Owned, Earned
Brand Managers Moving to Community Manager Roles Responsibilities
Enterprise SM Dramatic expansion beyond marketing innovations
Marketing Service New synergy between marketing operations
Agency Integration Social prompting greater integration from agencies suppliers
Speedbacking Practice of immediately responding to key issues, crises
42
43
Things to watch
  • Content metering online new media business
    models
  • Enhanced tech 3-D
  • New attention research Nielsen and
    Coalition for Innovative Media Measurement
  • Privacy debates
  • Net neutrality debates
  • Spectrum allocation debates
  • Rise of the internet of things

44
  • Thank you!
About PowerShow.com