How can businesses and marketers reach consumers at the times that influence their decisions the most? We all know that the proliferation of digital and social media has been a game changer for the way we communicate with each other, but how can businesses leverage an understanding of the way consumers are making the decisions to bring in the bucks? This presentation provides a fundamental understanding of how digital and social media is impacting business and marketing strategy along with some examples of brands doing it right and reaping real results.

1. knowing the
NE W SUMER consumer decision making
in a digital world
with BEN GROSSMAN
www.ben-grossman.com | @BenGrossman

2. Q: how do you use digital
media when you’re making
a purchase decision?

3. A:
brand websites
social networks
product reviews
blogs/podcasts
mobile price-checking

4. WHAT DO WE ALREADY
know?

5. 8 0 % A ME ED
OF IAL M
NS
RICA IA.
USE
SOC
09
TER 20
RES
FOR

6. 8 0 % A ME ED
OF IAL M
NS
RICA IA.
USE
SOC
50M
09
TER 20
RES
FOR
adults increased
their social media
use as a result of the
Great Recession.
PEW 2010

7. S
2 / 3 EB
S W OK
SI
0 U EBO ACEBOO
10 AC
K
TE
20
10
0 % F
P F D
TO VE ATE
8 A
NS
RICA IA.
ME ED
OF IAL M
SOC
USE
HA EGR
IN
T
50M
09
TER 20
RES
FOR
adults increased
their social media
use as a result of the
Great Recession.
PEW 2010

8. A:
brand websites
social networks
product reviews
blogs/podcasts
mobile price-checking

9. A:
brand websites
social networks
product reviews
blogs/podcasts
mobile price-checking
(notice a few things missing?)

10. banner ads
broadcast spots
print ads
pre-roll video ads
radio ads
direct mail

11. EVERYTHING
has its place.
banner ads
broadcast spots
print ads
pre-roll video ads
radio ads
direct mail

12. EVERYTHING
has its place.
No matter how good you are at
tweeting or optimizing your blog’s
meta tags, you must rst know the
newsumer to know how to know
how to make the register ring.

13. EVERYTHING
has its place.
But, what does that
mean to business and
marketing strategy?

14. GOAL OF BUSINESS

15. GOAL OF BUSINESS
sell stuff. often.

16. GOAL OF MARKETING

17. GOAL OF MARKETING
in uence consumers to
buy stuff. often.

18. WHAT DO WE ALREADY
know?

19. WHAT DO WE NEED TO
know?

20. WHAT DO WE NEED TO
know?
4
THINGS
NEWSUMERS
WANT

21. NEWSUMERS WANT:
CLOUT

22. The advertising that has the most
clout is the advertising that already
has your consumer’s ear.

23. The advertising that has the most
clout is the advertising that already
has your consumer’s ear.
MOST
TRUST
OF AD ED FO
VERTIS RMS
ING:
#1 Family
#2 Fr
iends
N
IE
LS
#3 O
EN
20 nline P
10
roduct Revie
ws

24. “The explosion in consumer-generated media (CGM) over
the last couple of years... means consumers’ reliance on
word-of-mouth in the decision-making process, either
from people they know or online consumers they don’t,
has increased signi cantly.”
Jonathan Carson
President of Online
International Nielsen Company

25. YOUR BRAND
IS NOT
WHAT YOU
SAY IT IS.

26. YOUR BRAND IT’S WHAT
IS NOT
WHAT YOU THEY
SAY IT IS. SAY IT IS.

27. How much are ‘they’ really saying?

28. How much are ‘they’ really saying?
1.97T
online advertising
impressions are created
every year
Forrester 2010

29. How much are ‘they’ really saying?
1.97T
online advertising
impressions are created 500B
every year peer impressions
are created
Forrester 2010
every year

30. How much are ‘they’ really saying?
1.97T
online advertising
impressions are created 500B
TR
US
TE
D
every year peer impressions
are created
Forrester 2010
every year

31. How much are ‘they’ really saying?
1 /4n
adve
r
line s are
tisin
of o ession nerate
g
d
r e
imp umer g
s
con
1.97T
online advertising
impressions are created 500B
TR
US
TE
D
every year peer impressions
are created
Forrester 2010
every year

32. YOUR BRAND IT’S WHAT
IS NOT
WHAT YOU THEY
SAY IT IS. SAY IT IS.

33. Universal Studios knew just the right people to
target... Harry Potter’s most in uential fans.

34. KEY TO CLOUT:
Choose the right messenger(s).
• Identify leaders within social circles.
• Consider tools that measure digital in uence (klout.com).
• Relinquish digital control of your brand so that
consumers know you want them to help tell your story.

35. NEWSUMERS WANT:
CLOUT

36. NEWSUMERS WANT:
RELEVANT

37. There’s nothing worse than feeling
like you’re being yelled at...

38. There’s nothing worse than feeling
like you’re being yelled at...
...except being yelled at when it’s
interrupting something you’re really enjoying.

39. “It’s a no-blink environment for brands.
Consumers aren’t always paying attention to your
marketing message, but they are paying attention to each
other.”
Yael Taqqu
Principal
McKinsey & Co

40. TIP
Think about how your initiative will
support the consumer’s decision journey.

41. TIP
Think about how your initiative will
support the consumer’s decision journey.
when
2/3
of bra
nd to
uch p
evalu consumer oints
ate a s acti
consu purch vely
mer d ase a
riven re
MCKINSEY 2009

42. TIP
Think about how your initiative will
support the consumer’s decision journey.
when
2/3
of bra
nd to
uch p
evalu consumer oints
ate a s acti
consu purch vely
mer d
riven
ase a
re
4-5
A
times
S EXPEN
SIV E TO GE
ER
T
A NEW CUSTOM NG
I
OF KEEP
INSTEAD NE
A CUR RENT O
MCKINSEY 2009

43. TIP
Think about how your initiative will
support the consumer’s decision journey.
20-50
2/3
of bra
when nd to
uch p
of pur
ch
made ases are
p
%
on wo rimarily bas
rd of
mouth ed
evalu consumer oints
ate a s acti
consu purch vely
mer d
riven
ase a
re
4-5
A
times
S EXPEN
SIV E TO GE
ER
T
A NEW CUSTOM NG
I
OF KEEP
INSTEAD NE
A CUR RENT O
MCKINSEY 2009

44. Mini decided to market to its
preexisting owners... and wins.

45. KEY TO RELEVANT:
Think about what your consumers want to hear when.
• Map out your consumer’s journey.
• Align initiatives and messaging with the consumer’s
decision journey and mindset.
• Sell a lifestyle or outcome, not your product.

46. NEWSUMERS WANT:
RELEVANT

47. NEWSUMERS WANT:
EASY

48. Do you make it easy for consumers
to love doing business with you?

49. Have you made it easy to nd your
products, services and information?
SOCIALNOMICS 2009

50. Have you made it easy to nd your
products, services and information?
25% C
OF SEAR 00 BRAND
P1
TS
H RESUL S
FOR TO ENERAT
ED
-G
A RE USER
SOCIALNOMICS 2009

51. Have you made it easy to share
your content and experiences?
TR
US
TED
500B
peer impressions
are created
Forrester 2010
every year

52. Have you made it easy to share
your content and experiences?
TR
US
TED
500B
peer impressions
are created
62%
Forrester 2010
every year are from
Facebook alone

53. Quick Chek made it easy (and fun)
to love them... and share it.

54. KEY TO EASY:
Make it a ‘no-brainer’ to love (and recommend) you.
• Implement a CRM (customer relationship management)
program that rewards loyalty in a genuine way.
• Invest in your brand’s ndability.
• Make all of your content highly shareable.

55. NEWSUMERS WANT:
EASY

56. NEWSUMERS WANT:
DIFFERENT

59. “Be daring, be different, be impractical, be anything that
will assert integrity of purpose and imaginative vision
against the play-it-safers, the creatures of the
commonplace, the slaves of the ordinary.”
Cecil Beaton
Fashion Photographer

60. Trident got different... and resonated.

61. People are looking for a story to tell.

62. KEY TO DIFFERENT:
Be memorable and simple enough your story spreads.
• Create a unique selling point for your brand that your
organization can get behind.
• Package your story and experiences so they’re ready for
consumers to understand and re-tell.

63. NEWSUMERS WANT:
DIFFERENT

64. WHAT DO WE NEED TO
know?
4
THINGS
NEWSUMERS
WANT
1. CLOUT
2. RELEVANT
3. EASY
4. DIFFERENT

65. WHAT DO WE NEED TO
1. CLOUT
know?
2. RELEVANT
3. EASY
4. DIFFERENT

66. WHAT DO WE NEED TO
1. CLOUT
know?
2. RELEVANT
3. EASY
4. DIFFERENT
The newsumer is looking for brands with CREDIBILITY:
brands that add meaningful value to their lives.
Credible brands are the ones that will win the
newsumer... and get newsumers to virally spread
messages on their behalf.

67. knowing the
NE W SUMER consumer decision making
in a digital world
BEN GROSSMAN
COMMUNICATIONS STRATEGIST
602 741 0314
@BenGrossman
www.ben-grossman.com
ben@ben-grossman.com
www.oxfordcommunications.com