Insight Presentation:
“Beyond Reach:
Aligning with a Changing
Consumer Decision Journey”
March 8, 2011
iMedia Conference presentation
CONFIDENTIAL AND PROPRIETARYAny use of this material without specific permission of McKinsey & Company is strictly prohibited
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Today’s marketing
more, and more, and more…
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Well, it is MORE! and it has to be NOW! — It’s not an incremental change
Access NOW!:When, where, and how they want
Information NOW!:To help them save, get the best
Content NOW!:To filter, control, and shape
Input and Empowerment NOW!:To share and feel recognized
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Evaluate
Buy
Experience
Bond
Advocate
Consider
1. It starts with a complete story across the Customer Decision Journey
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Most shopping journeys are rarely supported as an integrated loop
Evaluate
Buy
Experience
Bond
Advocate
Consider
80% of use cases broken across brands in Consumer electronics, Fin services, Telecom
75% of budget on “Consider”and “Buy”
across categories
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Key influence points often obscured by beliefs about channels – in this example, Amazon.com is most important “Marketing” touchpoint
Amazon.com
64
4
100
23
Other OOH
In-store
Digital
TV ad
Print media
Share of influence on purchase if purchased in store (Percent)
Offline conversionSomeone’s
home
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Inconsistent, rapidly scaling content required a serious “supply chain”redesign – are you also a multi-media company?
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In the store, needed to rebalance the “shopper media” controlled by the retailer through smartphone access
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New customers immediately drawn into ongoing dialogue, fosteringreviews, advocacy, and direct, “opt-in” channel
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2. Turn data into content, content into data, and both into more of each
Whatthey do
What you learn about the community
What you know
about them, personally
What they see
Whatthey say
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Data into content: aggregated competitor quotes are not only a service, but also a strategic decision driver
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Content into data: thousands of conjoints per hour
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Comcast’s social accessibility is turning service issues into advocacy content
1.5+ MM views
▪ 40-50 PR threats posted on blogs each day; Comcast replies via phone or e-mail – spurs new posts with positive comments and led to removal of sites “bashing” the brand
▪ Monitors ~1,000 tweets per day to alert local systems on real-time issues (e.g., outages) and warn call centers about incoming volume
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3. Reconstruct the CDJ for your advantage: distribute your presence, integrate the core, activate the engaged
Integrate with your physical channels
Turn every transaction into a relationship
Help users become rock stars
Unleash advocates
Engage in key conversations
Enable commerc
e more broadly
Build a presence where the
discussions happen
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Radical changes as designers and specifiers move online –multiple opportunities for feedback loops and shaping the decision journey
▪ Spec sheets, IES files, etc. in “resources” section
▪ Publish unbiased news on trends, host webinarsProfessional society websites
▪ Support discussion with expert commentarySocial media sites
▪ Respond directly to comments and questions
▪ Track discussion topics to identify trendsOnline discussions
▪ Syndicate our news and host blog from in-house expert
News and update websites
▪ Provide examples of ground-breaking lighting design
▪ Showcase designs & designers we likeInspirational websites
▪ Imbed images and case studies within Flickr groups
▪ Create specific group that includes inspirational photosUseful affiliate websites
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Customers as channels: image search sites are emerging as new sources of inspiration
“More and more I’m using digital shots. They’re easier to slot into my presentations.”
– Specifier
“I go to manufacturer sites and Google for images. It’s important to see how people are using these products.”
– Designer
Now placing own images within Flickr
lighting groups
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Web site transformed into dynamic, customer-fed engine backed up with new inside sales group using phone and social tools
Online catalog of marketing and
technical materials
Case studies Product catalog
Photometric data Request info
CUSTOMER
FROM . . .
Customer-fed, impactful stories linked to tools and connections
1. Case studies
(fed by clients)
2. Product
catalog
(ranked by
clients)3. Photometric data
4. Click to chat
CUSTOMER
. . . To
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To be where customers need them, they syndicated specs into key CAD programs and have built an advantaged position
Lighting specs and tools embedded in others’drawing applications
ONL Architects used Autodesk 3Ds Max design software for CET Budapest
SOURCE: Press search; CET Budapest
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Support for distributors and other app builders expanded points of contact
An engine that serves data and content into distributors’sites and apps
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More than alignment:a virtuous cycle of data, content, opt-in access, and advocacy
Evaluate
Buy
Experience
Bond
Advocate
Consider
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Summary questions
1 Are your marketing plans focused on push, or on shaping the CDJ?
2 Do you have plans and budgets for new roles, such as content, software, and product meta-data mgmt?
3 Do you know which battlegrounds to co-opt?
4 Are you building the virtuous loops to fuel data and content?
5 Does your marketing organization reflect new roles and goals?
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David C. Edelman
Global Co-Leader,Digital Marketing Strategy Practice