You’re Spending Your MoneyIn All the Wrong Places brand management

-You’re Spending Your Money
In All the Wrong Places
PRESENTED BY-Ayu
Candra 0413114353016
Afifah Rahmania 041314353047

Latar Belakang
 The impact of branding in the digital age.
 How internet has been used as a tool to build
relationship with brands.
How INTERNET influences (positively or
negatively) a brand.
How traditional marketing strategies have
continued to exhaust.
 Consumer Decision Journey.

Introduction
 TRADITIONAL AGE:
Relation ends with sale.
 INTERNET AGE:
Relation sustains, remains engage
 TOUCH POINTS:
Spending more time

TRADITIONAL FUNNEL
METAPHOR
MODERN CONSUMER
DECISION JOURNEY

THE RESEARCH REVEALED
Today’s consumers take a much more iterative
and less reductive journey of four stages:
 Consider
 Evaluate
 Buy
 Enjoy, Advocate and Bond

BLOCK THAT METAPHOR:
David court 2009 carried on a study on how
customer engage with brands- “The customer
decision journey” (CDJ)
Famous funnel metaphor to think about
touch points- have used paid- media, push
marketing.

JOURNEY IN PRACTICE
There are two implication of this:
Instead of focusing on how to allocate spending across
media, marketers should target stages in the decision
journey.
ADVERTISEMENT
ADVOCACY
The second implication is that marketers’ budgets are
constructed to meet the needs of a strategy that is
outdated.
ONE WAY COMMUNICATION
HUGE COST INVOLVED
Instead of paid media marketers should concentrate on-
Owned media
Earned media

LAUNCHING A PILOT
 To shift to a CDJ-driven strategy has three parts:
 understanding your consumers’ decision journey
Determining which touch points are priorities how
to leverage them
 Allocating resources accordingly

To see how consumers navigate the decision journey the
following were considered:
 WHAT THEY DO
 To answer this, multiple questions were
framed like:
 How would they describe the stages of their
journey, online and off?
 Which resources were most valuable to them,
and which were disappointing?
 How did brands enter and leave their decision
sets, and what drove their purchases in the end?

WHAT THEY SEE
 This consisted of questions like:
 How was its appearance in the search
engines?
 How visible were they on retail sites?
 What do consumers review about the brand?
 WHAT THEY SAY
 The final focus was what people say online about the
brand

TAKING ACTION
- Shift from paid media
- Marketing inserted links from its own site
to retail sites
- Developed programs that included online
community initiatives, contests, and e-mail
promotions

 A CUSTOMER EXPERIENCE PLAN
-The details of a customer experience plan
will vary according to the company’s
products, target segments, campaign
strategy, and media mix
 NEW ROLES FOR MARKETING
-Orchestrator
- Publisher and “content supply chain” manager.
- Marketplace intelligence leader.
 STARTING THE JOURNEY

HOW THE INTERNET IS USED
 A large number of the internet population use the internet
for just searching randomly.
 The next large internet population is more involved in
research
 Online videos and music
 Last but not the least- Social Networking.

 Google conducted a research on the online and offline
purchases:-
 Research online and purchase offline (66%)
 Research offline and purchase offline (13%)
 Research online and purchase online (20%)
 Research offline and purchase online (0%)

50 MILLION MARK
 It took radio 38 years
 It tool Television 13 years
 It took Internet 7 years
 It took Mobile just 3 years

You’re Spending Your MoneyIn All the Wrong Places brand management

You’re Spending Your Money In All the Wrong Places brand management

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