Decision making process – TUTORIAL TWO
Tutor: Sergio Pinzon

Activity 1: Put yourself in the consumers
shoes"
ANSWER THE FOLLOWING:
1. Firstly, list some examples that come to mind of digital advertising you enjoyed seeing (e.g.
Youtube ad, insta ad, Tiktok etc.)
2. Why do you think these were successful at getting your attention and more importantly, did not
annoy you when you saw them?
3.What do you not like about them?

Activity 2
Pick three of these and broadly suggest some
strategies that come to mind that can help
overcome three of these reasons that consumers
find digital ads annoying
(Hint think about the ads you like)

WRONG AUDIENCE UNCLEAR MARKETING
MESSAGE
UNENGAGING LOOK
AND FEEL
PRICE UNCOMPETITIVE NO REAL-TIME STOCK
INFORMATION
NO EMAIL
NOTIFICATION
It is also often evident through inefficient design of customer
experiences on site.
Sloppy digital marketing

Decision making process
Recognition of need
Information search
Evaluation of alternatives
Purchase decision
Post- purchase evaluation

The decision-
making
process
Consumers use multiple devices to
complete their journeys
Devices shorten the purchase
journey.
Reduce the search and time
Devices support journey reduce the
cognitive burden
Product ranking and filtering tools

Activity 3: Supreme
website
Visit the Supreme (NY) website
(https://www.supremenewyork.co
m/shop)
1. Why is there no ‘sorting features’ on the
website?
2. Why do you think products have been
default ordered like this?
3. Should all brands/website do this? Explain
your answer if yes or no

Activity 4
Open
Discussion
Do you think our behavior changes
depending on which device (phone
vs tablet vs laptop vs desktop) we
use?
Does using a different device
contribute to the
shortening/lengthening of the
journey?

Beyond the classroom
1. What do you think are the reasons why customers drop out?
2. To what extend your online behaviours are being tracked by marketers?
3. What are your views on online privacy?
4. What’s a landing page and when it is best to use them?
5. What’s a call to action (CTA) and examples of this.
6. What is A/B testing?
7. What’s online value proposition (OVP)

REMINDER TO GROUP
• You need to assign yourself to a group ASAP – needs t be
finalized by next tutorial at lastest – best if you do it
now!!
• Once you’ve got one, just sign up on Canvas page >
PEOPLE TAB> PROJECT GROUP TAB
• - If you don’t want to choose yourself, I’ll happily assign
you – please come up the front 