Branding in the digital age

The internet has transformed how

consumers engage with brands

Touch points- stages at which consumers are most open to influence..

Marketing strategy and budget are nowadays realigned to influence these touch points

Consumer decision journey

• Consider• Evaluate• Buy• Experience• Advocate• Bond

Marketers should target stages in this decision journey

CONSUMERS ARE MOST INFLUENCED AT THE ENJOY AND ADVOCATE STAGES WHEREAS MOST OF THE MARKETING EXPENSES GO INTO THE BUY AND CONSIDER STAGE

CONSUMERS ARE MOST INFLUENCED AT SOME ONE ELSE’S ADVOCACY

Marketers must not only focus on advertising in paid media like radio and television but also popularize their product on owned

media( websites) and earned media (communities of brand enthusiasts)

Consumer decision journey analysis of a

global consumer electronics company was

done…

It revealed that off-line channels such as television advertising, in-store browsing, and direct word of

mouth were influential only during the consider stage..

In the evaluate stage, consumers didn’t go to manufacturer’s website where most companies were

still putting the bulk of their digital spend…

They visited amazon.com or other popular retail

sites to compare products…

Although most consumers were still

making their purchases in stores, a growing number were buying

through retail sites and choosing either direct shipping or in-store

pickup..

In The enjoy-and-advocate stage consumers often talked about their purchases in social networks and

posted reviews online…..

EXAMPLE….

Apple

eliminated jargon aligned product descriptions created a rich library of explanatory

videos instituted off-line Genius BarsAll of these ensure absolute consistency, accuracy, and integration across touch points

New roles for marketing to develop a CDJ strategy…

Orchestrator…

To coordinate channels like the company’s website, product packaging, and customer service and sales functions.

Publisher and “content supply chain” manager.

To create content like coupons, videos, promotions to reach consumer touch points

Marketplace intelligence leader.

To collect and use customer information to understand the consumer decision journey and knit together the customer experience

Indian context…

HIMALAYA PRODUCTS..

To compete with international brands like Revlon, Loreal etc Himalaya should focus to influence the evaluate state

of the decision journey of the consumers…

It should make its products available on retail sites like myntra, flipkart and should offer

detailed descriptions..

Post purchase, it should give exclusive discounts to loyal consumers and make them

review their product online…

It should attempt to influence the CONSUMER DECISION JOURNEY and compete with similar

brands….

By Rukmi SarmahNIT SILCHAR

During an internship under the guidance ofProfessor Sameer Mathur

IIM Lucknow