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Todd Ebert, Chief Marketing Officer
HOW DO PEOPLE BUY TODAY?
AGENDA• Digital Changed Everything
• B2C Buying Journey
• B2B Buying Journey
• Digital Advertising Influences the Journey
How much time do YOU spend online a day?
Daily Media Consumption
Online7.6 Hours
Offline7.0 Hours
23%
28%
@ 6% 24%
1%Search
Email / IM
Surf Content
Surf Social Media
Online Shopping
19% Surf Video
@
49% of digital media consumption is through mobile devices
Consider the last time you needed a new car, braces for your kids, or even something as simple as a restaurant for date night. What did you do?
How do YOU buy something today?
Search on Google or Bing to see which businesses showed up for a service you need?
Ask for a recommendation from friends on Facebook?
Check reviews on Yelp, Google, or another directory site?
Compare the websites of a few different businesses to help make your choice?
See a display ad that jogged your memory about a brand you were already considering?
Use your mobile phone to search for a product’s price while in the store?
See a display ads that made you aware of a product or brand you weren’t familiar with?
If businesses are not visible online when people are doing their homework, believe me, they’ll find others who are.
-- Jim Lecinski, Managing Director, Google
Why does it matter?
Google’s Zero Moment of Truth by Jim Lecinski
Click to Get Full Google ZMOT Ebook
B2C Buying Journey
The Customer is in Control!
Before ever contacting a business they…
SearchUse mobile phones to instantly research products and services
anytime, anywhere.
SurfSee ads on every site and form impressions of businesses and
products.
SocializeShare buying experiences with hundreds, even thousands, of
others in an instant.
Have a need or want and research the potential solutions online
Identify some brands for consideration and contact a few of them
Research reputation and price online then buy the best option
Share their experience on social and review sites
No need, unaware of most brands
Do you ROBO? Research Online Buy Offline
Simple Version of the Consumer Buying Process
Every tactic cuts down the entire funnel – for example consumers see ads at the beginning, middle and end of their buying journey
What Influences Buying Decisions?
Customers start and stop the process over time and are influenced by many different types of advertising & content at every stage.
The Journey is Not a Straight Path
Low Cost NeedWater Heater Repair
Cindy’s hot water heater is broken so she has to find a good plumber fast. She does a quick search on Google and clicks on the search ads for brands that she knows after years of hearing their radio and TV ads. After that she checks their websites and reviews and then calls a few to check availability and price.
DISCOVER CONSIDER BUY REVIEW / REPEAT
High Cost WantKitchen Remodel
Mary has dreamed of remodeling her kitchen for nearly a year while waiting for her bonus. During that time she has seen many ads for local remodelers while casually surfing home improvement sites and magazines. Now she is ready to find a remodeler to do the job but wants to make sure she gets a high-quality builder who will do the job right.
DISCOVER CONSIDER BUY REVIEW / REPEAT
B2B Buying Journey
B2B Buying: How is it Different from the Consumer Journey?
• Business professionals plan ahead– buying is planned and budgeted as part of their
job, emotion plays less of a role
• Longer, more complex process– high cost products require more time to research
solutions and evaluate multiple vendors
– wrong decisions are very costly to the business and the buyer’s career
• Additional information available– associations, buyers guides, industry news
briefs, blogs, research reports, user reviews, etc.
The B2B Buying Journey
Who is involved in the decision for a major purchase?
Decision Makers
Influencers
Users
Users of the Solution• Often identify the need for a new solution• Can torpedo a decision if not involved
Influencers• Colleagues in other departments• Industry analysts outside the co.
Decision Makers• The buyer• The buyer’s boss• The buyer’s CFO
How far along the journey before talking with a Sales person?
The Buyer is Now in Control of the Journey
*Source: Sales & Marketing Management, March 2015
Unaware
Aware
Explore
Consider
Evaluate
Purchase
Renew
Advocate
Time
Buyers complete 70% of the journey prior to making contact*
How can a business influence their customers buying journey?Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
Before they are looking?
During their research?
Through the RFP process?
After they become a customer?
BRAND
Search Tradeshow Website Email Association Display
Search Demo Reputation Email Re-Targeting Display
Account Service Training Content Loyalty Program Display
PRODUCT@
@
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
B2B Marketers Use Many Tactics Across The Journey
Blog/Social Tradeshow Print Direct Mail Association Display
BRAND
Search Tradeshow Website Email Association Display
Search Demo Reputation Email Re-Targeting Display
Account Service Training Content Loyalty Program Display
PRODUCT@
@
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
Blog/Social Tradeshow Print Direct Mail Association DisplayBut they need Display Advertising because it…
• Is the fastest and most cost-effective tactic for awareness
• Captures more mind share than organic search or social
• Influences buyers across every step of the journey
• Powers brand lift for all marketing tactics
B2B Marketers Use Many Tactics Across The Journey
Digital Advertising Influences the Journey
OWNEDMEDIAWebsiteBlogSocial PagesEmail
Three Pillars of Digital Marketing Work Together to Influence Decisions
EARNEDMEDIAPR MentionsSocial SharesReviews
• It’s the most cost-effective tactic for increasing your awareness and preference with prospects
• It captures more mind share and site traffic than organic search results or social posts which are seen a fraction of the time
• It powers brand lift across all your marketing tactics, e.g. higher CTR on search results, increased email open rates, higher social media likes/shares, etc.
Digital advertising is critical to your strategyPAID MEDIADisplayRetargetingSearch Social
Display Influences Buyers Across the Entire JourneyUnaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
Persona TargetingAssociation WebsiteAssociation News Brief
A
Behavioral TargetingAssociation Buyers Guide
Site RetargetingAssociation RetargetingA
CRM Data Targeting
The Right Creative for Each Stage of the Buyer JourneyUnaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time Keep your brand top-of-mind with website visitors who don’t convert and remind them to come back
Drive awareness and engagement with prospects researching your products and services
Create brand awareness with a highly defined audience of decision-makers and influencers
Brief / Web / Persona HD
Buyers Guide / Behavioral
Assoc. HD / Retargeting
What’s YOUR buying journey story?Write out the journey for a customer you work with.
Ask your prospects about the buying journey their customers take and how to reach them at each step.
Additional Resources
Read about the digital buying journey on my blog here
T O D D E B E R T@ToddEbert
THANK YOU!
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