Digital Marketing and its impact on Consumer Bahavior
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1. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Generational Baby Boomers Learned computing, internet, adapting
Generation X Learned internet adapting to Mobile Digital Marketing
[email protected] University of Delaware
2. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Generational Generation Y Grew up with internet Adapting to mobile:
Mobile First Ubiquitous access / Second screen Lack of
institutional trust Early teens Mobile First: learned behavior
Digital Marketing [email protected] University of
Delaware
3. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Generational Class survey: Nearly 100% smartphones Access to
internet ubiquitous More time on smartphone than TV Digital
Marketing [email protected] University of Delaware
4. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Generational Class survey: 90% iOS Nearly 100% on Facebook Snapchat
#2, more intimate Time on Twitter, Instagram & Snapchat
similar, more than Facebook Digital Marketing
[email protected] University of Delaware
5. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Generational Class survey: 100% made internet purchase Amazon #1,
by far 67% made purchase from smartphone 67% used smartphone for a
traditional retail purchase Digital Marketing
[email protected] University of Delaware
6. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Generational Class survey: More than 16 apps downloaded 4-6 apps
used daily Internet-mobile, most popular source for news Social
feed most popular internet source Digital Marketing
[email protected] University of Delaware
7. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Purchase Process Googles Zero Moment of Truth Traditional Marketing
Process: Stimulus: TV Ad Shelf: First Moment of Truth Experience:
Second Moment of Truth Digital Marketing [email protected]
University of Delaware
8. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Purchase Process Internet-based Purchase Process (web & apps)
Stimulus Zero Moment of Truth Shelf Experience Digital Marketing
[email protected] University of Delaware
9. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Purchase Process: McKinsey Consumer Decision Journey Technology
Increased consumer empowerment Initial consideration > active
evaluation Retail environment > loyalty loop Digital Marketing
[email protected] University of Delaware
10. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Purchase Process: McKinsey Consumer Decision Journey Increase
choices to be considered Erosion of loyalty Company driven
touchpoints (initial) v.s Consumer driven touchpoints Need to
develop content marketing program Digital Marketing
[email protected] University of Delaware
11. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior
Purchase Process: McKinsey Consumer Decision Journey Search
behavior changes during purchase process Mobile means internet is
always available Web and Social: customer feedback readily
available Digital Marketing [email protected] University of
Delaware
12. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior Content
Consumption Mobile explosion Social Media Buzzfeed Digital
Marketing [email protected] University of Delaware
13. #buad477 follow @alexbrownracing
http://www.udel.edu/alex/classes Changing Consumer Behavior Second
Screen Social media generally Social TV Researching products,
advertised on TV Buying products, advertised on TV Apps tied to a
show, on TV Digital Marketing [email protected] University of
Delaware