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PewInternet.org
The new pathways to purchase in the world of networked consumers
Henry Assael - lecture at NYUOctober 6, 2011Lee Rainie: Director, Pew Internet ProjectEmail: [email protected]: @Lrainie
Implication: A New Consumer Decision Journey to Manage
INITIAL CONSIDERATION: PURCHASE:
POST-PURCHASE EXPERIENCE:
ACTIVE EVALUATION:
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
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
The consumer adds 1.7 more brands to consideration, based on packaging and sampling
Source : Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company
Where Social Media Fits in to the Mix
Friending the Social Consumer
Most influential touchpoints
2137
31
2810
Company-driven marketing Traditional advertising Direct marketing Sponsorship In-store advertising
Consumer-driven marketing Word of mouth Online research Offline/print reviews
Prior brand/product experience
Store/agent/dealer interactions
Moment of Purchase
22
5
43
Active Evaluation
26
26
Initial Consideration
39
12
Source : Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company
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.
PIP Consumer choice survey (2007)
PIP Consumer choice survey (2007)
PIP Consumer choice survey (2007)
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.
PIP Consumer choice survey (2007)
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
PIP Consumer choice survey (2007)
PIP Consumer choice survey (2007)
PIP Consumer choice survey (2007)
Digital Revolution 1Internet (78%) and Broadband at home (62%)
65% 62%
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.
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
So what for brands?
• The Bermuda Triangle– Markets are fractured– Marketplace is roiled– Metrics haven’t kept pace– Too much noise
• Brands are co-owned by advocates /acolytes– Best of times - sanctuaries– Worst of times - #fail
Digital Revolution 2Mobile – 84%
Mobile internet connectors – 63% adults
35% own “smartphones”
PewInternet.org
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.
56% of adults own laptops – up from 30% in 2006
44% of adults own MP3 players – up from 11% in 2005
52% of adults own DVRs – up from 3% in 2002
42% of adults own game consoles
12% of adults own e-book readers - Kindle
9% of adults own tablet computer - iPad
59% of Americans use TV 59% of Americans use TV and the Internet and the Internet SimultaneouslySimultaneously
Dramatically More Cross-Platform / Media-Mixing
Source: Nielsen Three-Screen Report
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
So what for brands?
Attention zonesContinuous
partial attentionDeep divesInfo-snacking
Media zonesSocialImmersiveStreamsCreative /
participatoryStudy / work
Digital Revolution 3Social networking – 50% of all adults
What does this mean?Social networks are more influential and institutions
less influential - 1
Sentries
What does this mean?
Evaluators
Social networks are more influential and institutions less influential - 2
What does this mean?
Audience = New media are the
new neighborhood
Social networks are more influential and institutions less influential - 3
Impact of SNS on shopping
• Purchasing can be group activity• “Consumer cartels” arise (Groupon, Living
Social)
With Dramatically Different Channel Preferences
Question: Those who would contact the company to…
Discuss New
productsComplain Get
AdviceMake 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
Six Drivers of Brand Credibility
Trust Authenticity Transparency
ConfidenceConsistency
IntegrityAuthority
As AdvertisedReal & Sincere
Real PeopleInformal
Let the Sun Shine InEasy to Learn
Easy to DiscoverNo Secrets
Affirmation Listening Responsiveness
PlaybackReinforcementSearch ResultsAccountability
EmpathyWelcome Mat
Humility (we can learn)Absorbing Feedback
Follow-UpInvitational MarketingSolidifying the SolutionDignifying Feedback
24
Brand Credibility More Important Than Ever
Source: Nielsen Consumer Channel Preference Study ‘09
Implication: Bold New Questions for CompaniesIssue 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
Social Commerce Ecosystems Implication: Death (or erosion) of Web Sites
Consumer Relations
BrandedMedia
Channels
Forum / Communities
ConsumerOutreach
Influencer Outreach
Brand Backyard Consumer BackyardCommon
Brand SiteContact CenterE-mail PhoneWeb Site
EngagementBlogChat, SMSPhoneRate & Review
CommunitiesUser-Contributions Ratings & Reviews Co-Creation
PlatformsTwitterFacebookYouTubeFlickr, LinkedIn
3rd PartyConsumeristEdmundsWebMDTechCrunch
43
Implication: New and More Holistic Rules of Engagement
Implication: From Selling to Service
Pizza Hut
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
Ben & Jerry’s Kraft Hershey’s Dunkin Donuts
Relevance to BPPrice Finders
Product Info
Travel Services
Environmental Info
Source: Nielsen Consumer Channel Preference Study ‘09
Implication: Rise of Consumer Cartels
Source: Nielsen Consumer Channel Preference Study ‘09
Implication: Massive Levels of Retailer Innovation
Source: Company websites; Progressive Grocer & Pittsburgh Post-Gazette
Can BP empower its franchises and/or products around innovation?
Source: Nielsen Consumer Channel Preference Study ‘09
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
Source: Nielsen
Looking Ahead
Trend What It Is, What It MeansMass Socialization Social “earned” media & paid media become more
intertwinedPlatform Proliferation New devices and multi-tasking aboundMobile Comes of Age Extends mass socialization & extends media to point of saleApps Everywhere Disruptive growth in apps, fueled by games and service
utilitiesDominance 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 scrutinyInfrastructure 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, choices41
What’s Ahead / Next?Near Term Trends for 2012
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
42
What’s Ahead / Next?Longer Term Trends & Disrupters
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
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”
Thank you!