Customer Decision/buying Journey

Consumer Buying

Behavior.

A Look at Online

Advertising

1 2

Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp

1980s 2000 2015

Internet?

What is it?

80% GO

ONLINE


Not only But also

I connect….

Source: Moore Corp

With these

Workshop “Approach Customer on Digital Media, 14/07/2015

Play with other

devices

Search for more

information

Communicate with

other people,

brands, suppliers.

Seeking Value

Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015

At home,

Watching TV.

At coffee shop,

with friends.

At work,

with colleagues.

On the go,

alone.


TECNOLOGY CHANCES GIVE ME

MORE OPTION-INFORMATION-CONNECTION.

HELP ME

EASY TO MAKE BUYING DECISION AT FAIR-VALUE.

AND

CHANGING MY BUYING BEHAVIOR.


Source: Moore Corp

Brand

I loved it at the first time when I saw it on TV2005 Buying Behavior


Source: Moore Corp

Brand

Supplier

Problem

Solution

I went to the store and asked a salesman.2005 Buying Behavior


Source: Moore Corp

Brand

Supplier

Problem

Solution

Product

I showed to my friends and used it.2005 Buying Behavior


Source: Moore Corp

Problem

I went Online and asked Google/Facebook.2015 Buying Behavior


Source: Moore Corp/WYS

Problem

Solution

Product

I searched about Lumia 920 and relevant

brands/products.

Google.com

2015 Buying Behavior



Problem

Solution

Product

Compare choices.

Thegioididong.com




Problem

Solution

Product

I searched about Lumia 920.

Youtube.com




Problem

Solution

Product

I searched about Lumia 920.

Tinhte.vn




Problem

Solution

Product

Suppiler

I made decision and found Supplier.2015 Buying Behavior


Source: Moore Corp

Problem

Solution

Product

Suppiler

Connect

Post-purchase, I asked Google for help again.2015 Buying Behavior


Source: Moore Corp

Problem

Solution

Product

Suppiler

Connect

Post-purchase, I “meet” Microsoft again.2015

Microsoft.com

Buying Behavior


Source: Moore Corp

Problem

Solution

Product

Suppiler

Connect

Post-purchase, deeper connections begin.2015

Windowphone.com/forum

Buying Behavior


Source: Moore Corp

Problem

Solution

Product

Suppiler

Connect

Post-purchase, deeper connections begin.2015

Microsoft Email

Buying Behavior


Source: Moore Corp

Brand

Supplier

Problem

Solution

Product

Problem

Solution

Product

Suppiler

Connect

My needsBrands

Buying Behavior2005 Buying Behavior2015

Store Online


“18% purchase online.”

“21% use the Internet to get

ideas”

“39% discovered relevant

brands.”

“48% research hours before

purchase.”

“18% looked for help on set-

up/usage online.”

15% posted

reviews/rating

“65% compared choices

online.”

“51% sought advice online.”

“53% prepared for offline

purchase.”

28% shared

experiences on

social network

Source: Moore Corp/Google 2015

VIETNAM DIGITAL

CONSUMER


“18% purchase online.”

“21% use the Internet to get

ideas”

“39% discovered relevant

brands.”

“48% research hours before

purchase.”

“18% looked for help on set-

up/usage online.”

15% posted

reviews/rating

“65% compared choice

online.”

“51% sought advice online.”

“53% prepared for offline

purchase.”

28% shared

experiences on

social network


VIETNAM DIGITAL

CONSUMER


Evaluation

PurchaseEnjoy &

Advocate

Consideration

Trigger

39%: Company-driven

marketing

% OF EFFECTIVENESS

28%: Past Experiences

37%: Consumer-driven marketing

43%: In-store/agent

interactions

Source: Moore Corp/McKinsey

26%: Company-driven marketing

31%: Consumer-driven

marketing

26%: In-store interactions

Evaluation

PurchaseEnjoy &

Advocate

Consideration


Trigger

Source: Moore Corp

Evaluation

PurchaseEnjoy &

Advocate

Consideration


Evaluation &

Purchase

Enjoy

ConsiderationBecause of

Information

revolutionBecause of

Social media

This evaluation stage

gets bigger

This gets more important

Pre-internet

Internet

Behavior Changes.

Consumer Buying

Behavior.

A Look at Online

Advertising

1 2


CONSUMERS ARE “HARD TO PLEASE”


Source: Moore Corp

Touch pointsChannelsDevices

• PRODUCT CATEGORY

• CHARACTERISTIC OF

CONSUMER

• SHOPPING NEEDS OF

STAGES

1440


Segmentation


Australia: Shopping

How digital marketing channels influence a typical buyer before the sale

Source: Moore Corp/Google

Source: Moore Corp/GoogleWorkshop “Approach Customer on Digital Media, 14/07/2015

Australia: Travel


Source: Moore Corp/GoogleWorkshop “Approach Customer on Digital Media, 14/07/2015

Australia: Beauty & Fitness


Source: Moore Corp/Hairong Li

1440

BANNER ADS

BANNER ADS CTR (US):

1990: 3.00%

2000: 0.50%

2003: 0.28%

2013: 0.05%


IGNORE/ AVOID

Source: Moore Corp/IAB/Hairong Li

1440

ADS SPENDING ON BANNER ADS (US):

1998: 56%

2000: 48%

2004: 21%

2013: 19%

BANNER ADS CTR (US):

1990: 3.00%

2000: 0.50%

2003: 0.28%

2013: 0.05%


IGNORE/ AVOID

Source: Moore Corp

1440


IGNORE/ AVOID

MUTILCHANNEL CONSUMERS ARE

“HIGHER VALUE”


Source: Moore Corp

CLVCONSUMER VALUE =

+ SPENDING AVERAGE

+ TIME SPENDING


Source: Moore Corp

Tesco Retail Insight:

“Tesco’s most valuable consumer a group

that is shopping in store, then going online

to purchase.

These consumer spending 2.04 times as

much as those who shop only in-store.”


http://clavisinsight.com/news/multi-channel-grocery-shoppers-spend-2-04-times-more-2/



Source: Moore Corp/IDC-Community

John Lewis Retail Insight:

• 60% consumers research online before going the store

• 20% consumers buy online and collect in store

These multichannel consumers:

• Spend 3.5 times more/more frequently

• Purchase across more categories


https://idc-community.com/retail/retailomnichannelstrategies/john-lewis-multichannel-shoppers-spend-35-times-mohttp:/clavisinsight.com/news/multi-channel-grocery-shoppers-spend-2-04-times-more-2/

https://idc-community.com/retail/retailomnichannelstrategies/john-lewis-multichannel-shoppers-spend-35-times-mo

https://idc-community.com/retail/retailomnichannelstrategies/john-lewis-multichannel-shoppers-spend-35-times-mo

Source: Moore Corp

(CONSUMER LIFETIME VALUE)

CLV

(REFERRAL LIFETIME VALUE)

RLVCONSUMER VALUE = +

(MUTILCHANNEL CONSUMER)



POST-PURCHASE

16% 15%

3%

Share purchase

experiences on

social network

Posted

reviews/rating

Looed for help on

set-up

Looed for help on

product usage

28%

ME TO OTHERS

OTHERS TO ME


BEING TOP OF MIND ISN’T ENOUGH

ANYMORE.


Source: Moore Corp

OLD ADVERTISERS


1. Define target audience

2.Choose big channel

3.Push message

4.Hope consumer buying

Product

Solution

Solution

Source: Moore Corp

UNDECISION

DECISION

Buying Behavior2015

Ideas/Problem

Ideas/Problem

Ideas/Problem

Solution

Solution

Solution

Product

Suppiler

Product

Product

Suppiler

Suppiler

Suppiler

Suppiler


Source: Moore Corp

MODER

ADVERTISERS


1. Understanding CDJ

2.Predict responds

3.Provide authentic contents

4.Help them easy to make

right decision.DATA

Source: Moore Corp

REVENUE PER CONSUMER COST PER ACQUISION MAXIMIZE PROFIT

Shorten buying journey Tailor message & content

Long-termAcquire & maximize high-

value-consumer (CLV & RLV)Integrate marketing effort

REVENUE COST PROFIT MARGIN


Short-term

By understanding consumer behavior, we can…

Source: Moore Corp

PRACTICES: SKETCH OUT A CONSUMER BUYING JOURNEY


1. Choose a familiar brand

2.Define characteristic of target consumer

3.Define the most influential channels

4.Define the most influential touch-points


TV/Print/OOH ads

Brand/retail site

Online video

Friend/family

Store/Showroom

Search results

Social network

Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Online ads X X

Example: NOKIA LUMIA; 20 – 25 y/o; Man; Nokia Fan; Middle class; Technology Follower

Forum/Group X X X X X

CRM X


TV/Print/OOH ads

Brand/retail site

Online video

Friend/family

Store/Showroom

Search results

Social network


X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Online ads X X


CRM X

Example: NOKIA LUMIA; THE MOST INFLUENTIAL CHANNELS


TV/Print/OOH ads

Brand/retail site

Online video

Friend/family

Store/Showroom

Search results

Social network


X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Online ads X X


CRM X

Example: NOKIA LUMIA; THE MOST INFLUENTIAL TOUCH-POINTS

Best

friend

Google

Youtube

Thế giới

di động

Windows

phone

việt

Outlook

Profile

EXPLORE MORE AT MOORE.VN:


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Mutil-channel Consumer

http://goo.gl/ZumH3X

http://goo.gl/yTTlSw

http://goo.gl/ZumH3X

CONTACT

NGUYEN XUAN DONGVice Managing Director098 999 [email protected]

Moore Online Solution and Development Corporation

Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha NoiHCMC 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 |

50Workshop “Approach Customer on Digital Media, 14/07/2015

MOORE CORPORATION

51Workshop “Approach Customer on Digital Media, 14/07/2015

Marketing

Customer Decision/buying Journey