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LEADERSHIP IS
DOING THE
RIGHT THINGS;
MANAGEMENT
IS DOING
THINGS RIGHT.
Peter F. Drucker

CONSUMER DECISION JOURNEY
Consumer 2.0 by Moore Corporation

Source: Philip Kotler
BUYER DECISION PROCESS
 Stages in the Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

CONSUMER DECISION JOUNEY
Hugo Boss

CONSUMER TOUCH POINT
Brand touch point model
Source: Moore Camp

Example: Assurance

When marketers understand this journey and
direct their spending and messaging to the
moments of maximum influence
…they stand a much greater chance of reaching
consumers in the right place at the right time
with the right message – or efficiency.
Source: hbr.org

The shift to a CDJ-driven strategy has three parts
#1 - Understanding your consumers’ decision journey
#2 - Determining which touch points are priorities and
how to leverage them
#3 - Allocating resources accordingly
Source: HBR

Traditional funnel metaphor

Source: Mckinsey

The funnel analogy suggests that consumers systematically
narrow the initial-consideration set as they weigh options, make
decisions, and buy products.
Source: Mckinsey

TRADITIONAL FUNNEL METAPHOR
Marketing has always sought those moments, or touch points, when consumers are open to influence.
For years, touch points have been understood through the metaphor of a “funnel”

Source: Milward Brown AdReaction, 2014.
DAILY SCREEN USER, PER PERSON

Source: Milward Brown AdReaction, 2014.
USE BY TIME OF DAY

MULTI-SCREEN CONSUMER BEHAVIOR

Source: Google 2013
EXAMPLE: AT THE SAME TIME WHEN I USE MY SMARTPHONE I ALSO

Source: Millwardbrown 2014
• 29% - For more information about what's on TV (e.g. sports scores, character, bios etc.)
• 19% - To discuss what I’m watching with other people (e.g. via social media)
• 18% - To interact with what's happening on TV
• 16% - To follow up on a TV ad
(Reasons for meshing)
TYPE OF SIMULTANEOUS USE

Source: KPCB 2015/Jupiter Research
RE-IMAGINING USER INTERFACES
#1. Interconnectivity
#2. Levelling the Information
#3. Relevance Filtering
#4. Niche Aggregation
#5. User Generated Content
#.6 Prosumer
#7. Instant Gratification

Today, Consumers are changing the way they
research and buy products…
Today, the funnel concept fails to capture all the
touch points and key buying factors…
Source: HBR

Today decision-making process
Source: Mckinsey

#1: Initial Consideration
Consideration
Commercial sources
Personal sources
Public sources
Internal Stimuli External Stimuli= +

#1: Initial Consideration
Traditional
Digital

#2: Evaluate
Source: HBR, Google & Philip Kotler
Consideration
Evaluate
 Product attributes
 Brand image
 Expectation
 Brand alternatives
90%
Research before purchase
47%
Research before Moment of purchase
4-8
Touch-point

#2: Evaluate
Source: HBR, Google & Philip Kotler
Consideration
Evaluate
 Product attributes
 Brand image
 Expectation
 Brand alternatives
90% 47% 4-8
The initial consideration set frequently expands as consumers
seek input from peers, reviewers, retailers, and the brand and its
competitors.

The number of brands added for consideration in different stages differs by industry.
Source: Mckinsey

 Attitudes of others
 Unexpected
situational factor
#3: Moment of purchase
40% of consumer change their minds because of something they
see, learn, or do at this point.
Source: Mckinsey
Decision
Intention
Consideration
Evaluate
Buy

Most-influential touch point by stage of consumer decision journey, for competitors and new
customers
Source: Mckinsey

#4: Post-purchase: Enjoy – Advocate - Bond
Source: HBR
Consideration
Evaluate
Buy
Enjoy &
Advocate
Bond
60%
conduct online research about
the products after purchase…
(Facial skin care)

#4: Post-purchase: Advocate & Bond
…ADVOCATE for it by word of mouth, creating fodder for
the evaluations of others and invigorating a brand’s
potential
…enter an enjoy-advocate-buy loop that skips the consider
and evaluate stages entirely.
Source: HBR
Consideration
Evaluate
Enjoy

#4: Post-purchase: Advocate & Bond
…ADVOCATE for it by word of mouth, creating fodder for
the evaluations of others and invigorating a brand’s
potential
…enter an enjoy-advocate-buy loop that skips the consider
and evaluate stages entirely.
Source: HBR

$: Loyalty loop
Source: Mckinsey

#4: Loyalty: not all loyalty is equal in today’s increasingly competitive
1. Active loyalists - who not only stick with it but
also recommend it.
2. Passive loyalists - Despite their claims of
allegiance, they are open to messages from
competitors.

Consideration
Evaluate
Buy
Enjoy &
Advocate
Bond
Happy
UGC
Social Media &
Owned Media
UGC
Social Media &
Owned Media
UGC = User Generated Content
Poisonous fodder
1:11
Paid Media
Healthy fodder
1:3
Healthy fodder

Summary #1
1. Today’s consumers often reduce the number of products
they consider at the outset.
2. The initial consideration set frequently expands
3. More consumers hold off their final purchase
4. Customer conduct online research about the product after
purchase
5. If the bond becomes strong enough, they’ll enter an enjoy-
advocate-buy loop
Source: HBR

Summary #1
TRADITIONAL WORLD
DIGITAL WORLD
Consideration Evaluate Purchase Post-purchase
+
-
- + -
+ ++ +

Summary #2
Consideration
Evaluate
Buy
Enjoy &
Advocate
Bond
<
C.P.
Acquisition
< C.P.
Retention
Happy
Expectation
Expectation

Summary #3
Yesterday, marketing budgets reveals that
70% to 90% of spend goes to advertising
and retail promotions
Source: HBR

Summary #3
Consideration
Evaluate
Purchase
Enjoy
Advocate
Bond
Big 3 Display Search CRMSocial Store/Site
But touch points have changed in both number and
nature, and…
In many categories the single most powerful impetus to
buy is someone else’s advocacy.
Big 3 = TV ads + Print ads + Out of Home ads (OOH – DOOH)

Summary #3
Now marketers must also consider owned media
and earned media.
Consideration
Evaluate
Purchase
Enjoy
Advocate
Bond

Summary #3
Consideration
Evaluate
Purchase
Enjoy
Advocate
Bond

KNOWLEDGE SHARING
Source
Article:
- Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places – Harvad Business Review
Report:
- Vietnam Digital Landscape 2015 – Moore
- Consumer Barometer – Google
eBook:
- Marketing Insights From A-Z – Philip Kotler
- The Essential Guide to Online Marketing – eMarketer
- Understanding Digital Marketing – Damian Ryan
- Emarketing Excellence – Dave Chaffey & PR Smith
- Principles of Marketing – Philip Kotler
Case Study: https://www.thinkwithgoogle.com/
E-Learning: https://www.coursera.org/specializations/digital-marketing
Other source:
‐ Digital Knowledge Sharing: http://www.slideshare.net/digitalknowledge
‐ Digital Advertising News: http://moore.vn/tin-tuc
‐ Digital Activities Report: http://moore.vn/tin-tuc/digital-report

CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
dongnx@moore.vn
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |
Workshop “Approach Customer on Digital Media, 14/07/2015

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