The consumer decision

journey
 When people buy things, they don't just decide right away. They go through a process
called the consumer decision journey.
 The consumer decision journey has 4 steps:
o Trigger: This is when something happens that makes the person think about buying
something. For example, they might see an ad or hear about a product from a friend.
o Initial consideration set: This is when the person starts to think about different brands
that they might buy.
o Active evaluation: This is when the person starts to gather information about the
different brands and compare them.
o Moment of purchase: This is when the person decides which brand to buy.
 Marketers need to understand the consumer decision journey so that they can reach
people at the right time with the right message.

Here is a simpler version:

 People don't just buy things. They think about it first.

 They think about different brands and compare them.
 Then they decide which brand to buy.
 Marketers need to understand this so they can help people make decisions.
How consumers make decisions

 Consumers make decisions about what to buy in a circular journey, not a linear one.
 There are four phases in the decision-making journey: initial consideration, active
evaluation, closure, and post-purchase.
 Marketers need to be present at all four phases of the journey in order to influence
consumer behavior.
 The traditional "funnel" approach to marketing is no longer effective, as consumers are
now more informed and have more choices than ever before.

Here is a more detailed explanation of each phase of the decision-making journey:

 Initial consideration: This is the phase when consumers first become aware of a product
or service. They may see an advertisement, hear about it from a friend, or read about it
online.
 Active evaluation: This is the phase when consumers start to research the product or
service more deeply. They may read reviews, compare prices, or ask their friends for
recommendations.
 Closure: This is the phase when consumers make a decision about whether or not to
buy the product or service.
 Post-purchase: This is the phase after the consumer has made a purchase. They may
experience the product or service, share their thoughts with others, or return the product
if they are not satisfied.

Marketers need to be present at all four phases of the decision-making journey in order
to influence consumer behavior. They can do this by creating content that is relevant to
the consumer's needs and interests, providing helpful information, and building
relationships with potential customers.

The traditional "funnel" approach to marketing is no longer effective, as consumers are

now more informed and have more choices than ever before. The funnel approach
assumes that consumers move linearly through a series of stages, from awareness to
consideration to purchase. However, the reality is that consumers often jump back and
forth between stages, and they may even skip some stages altogether.

The decision-making journey is a more complex process, and marketers need to adapt
their strategies accordingly. They need to be more flexible and agile, and they need to
be able to reach consumers at the right time with the right message.

Brand consideration
 When consumers are considering buying a product, they will start with a small number
of brands that they are aware of and that they have heard good things about. This is
called the initial consideration set.
 However, consumers are now more exposed to information and have more choices
than ever before, so they may not be as loyal to brands as they used to be. This means
that brands that are not in the initial consideration set can still have a chance of being
purchased.
 In fact, our research shows that consumers often add brands to their consideration set
during the active evaluation phase, when they are doing more research and comparing
different options.
 This means that brands need to be present at all stages of the decision-making
process, not just the initial consideration set. They need to make sure that they are
 visible and accessible to consumers, and that they are providing the information that
consumers need to make a decision.

Here is a more detailed explanation of each point:

 Initial consideration set: This is the small number of brands that consumers are aware of
and that they are considering buying. The number of brands in the initial consideration
set varies depending on the product category. For example, consumers may only
consider a few brands of cars, but they may consider a much larger number of brands
of toothpaste.
 Active evaluation: This is the phase when consumers are doing more research and
comparing different brands. They may read reviews, compare prices, or ask their friends
for recommendations.
 Brand awareness: This is how well consumers know a brand. Brand awareness is
important because it can help brands get into the initial consideration set. Brands with
high brand awareness are more likely to be considered by consumers, even if they are
not the most popular brand.
 Brand switching: This is when consumers switch from one brand to another. Brand
switching is more common now than it used to be because consumers have more
choices and more information.

Empowered consumers
 In the past, marketers used to push their message to consumers through advertising,
direct marketing, and other channels. However, consumers are now more empowered
and they are actively seeking information about products and services.
 This means that marketers need to focus on influencing consumer-driven touch points,
such as word-of-mouth and online research.
 For example, companies can create positive word-of-mouth by providing excellent
customer service or offering a great product experience. They can also improve their
online presence by creating informative and engaging content.
 By focusing on consumer-driven touch points, marketers can reach the right consumers
at the right time and influence their decision-making process.

Here are some specific examples from the article:

 Word-of-mouth: Positive word-of-mouth from friends and family is one of the most

influential factors in consumer decision-making. Marketers can encourage word-of-
mouth by providing excellent customer service or offering a great product experience.
 Online research: Consumers are increasingly doing their research online before making
a purchase. Marketers can improve their online presence by creating informative and
engaging content, such as blog posts, videos, and infographics.
 In-store interactions: Consumers still value in-store interactions, such as talking to a
salesperson or trying out a product. Marketers can improve their in-store experience by
providing knowledgeable and helpful staff, and by creating a comfortable and inviting
environment.
Two types of loyalty

 Marketers need to focus on creating a positive post-purchase experience for

consumers. This will help to build loyalty and encourage repeat purchases.
 There are two types of loyalty: active and passive. Active loyalists are those who are
committed to a brand and are likely to recommend it to others. Passive loyalists are
those who stay with a brand out of convenience or inertia.
 Marketers should focus on converting passive loyalists into active loyalists. This can be
done by providing excellent customer service, offering loyalty programs, and making it
easy for consumers to switch brands.

Here are some specific examples from the article:

 Customer service: Marketers can provide excellent customer service by being

responsive to customer inquiries, resolving problems quickly and efficiently, and going
the extra mile to make sure that customers are satisfied.
 Loyalty programs: Loyalty programs can help to build loyalty by rewarding consumers
for their repeat purchases. These programs can offer discounts, free gifts, or other
incentives.
 Easy switching: Marketers should make it easy for consumers to switch brands. This
can be done by providing clear and concise information about the switching process,
and by offering incentives to switch.

Aligning marketing with the consumer decision journey

 Marketers need to align their marketing strategies with the consumer decision journey.
 This means understanding how consumers make decisions and focusing marketing
efforts on the most influential touch points.
 For example, marketers may need to focus on online properties or in-store activities,
depending on where consumers are in the decision-making process.
 Marketers also need to measure the effectiveness of their marketing efforts across the
entire consumer decision journey.
 This will help them to see where they are wasting money and how they can improve
their results.
 Here are the four kinds of activities that can help marketers address the new realities of
the consumer decision journey:

1. Understand the consumer decision journey: Marketers need to understand how

consumers make decisions in order to align their marketing strategies accordingly. This
includes understanding the different touch points that consumers encounter during the
decision-making process and the influence that each touch point has.
2. Focus on the most influential touch points: Not all touch points are created equal. Some
touch points are more influential than others in shaping consumer decisions. Marketers
need to focus their marketing efforts on the most influential touch points in order to get
the most bang for their buck.
3. Measure the effectiveness of marketing efforts: Marketers need to measure the
effectiveness of their marketing efforts in order to see what is working and what is not.
This can be done by tracking metrics such as website traffic, sales, and customer
satisfaction.
4. Align marketing with other functions: Marketing is not the only function that influences
consumer decisions. Other functions, such as product development, customer service,
and sales, also play a role. Marketers need to work closely with other functions to
ensure that their marketing efforts are aligned with the overall customer experience.
Prioritize objectives and spending

 Marketers need to be more strategic about their marketing efforts.

 They need to focus on the most important touch points in the consumer decision
journey and tailor their messaging accordingly.
 For example, a brand that is strong in the initial consideration phase may need to focus
on activities that make consumers act, such as in-store promotions or packaging.
 A brand that is weak in the active evaluation phase may need to focus on providing
more information about the product or service.
 By being more strategic, marketers can improve the effectiveness of their marketing
efforts and reach more consumers.

Here are some specific examples from the article:

 Skin care industry: Some brands are much stronger in the initial-consideration phase
than in active evaluation or closure. For these brands, it may be more effective to focus
on activities that make consumers act, such as in-store promotions or packaging.
 Automotive industry: Hyundai is a South Korean car manufacturer that wanted to
increase its market share. The company adopted a marketing campaign that focused on
protecting consumers financially by allowing them to return their vehicles if they lose
 their jobs. This message was effective in getting consumers to consider Hyundai
vehicles.
Invest in consumer-driven marketing

 Marketers need to be more strategic about their marketing efforts.

 They need to focus on the most important touch points in the consumer decision
journey and tailor their messaging accordingly.
 For example, a brand that is strong in the initial consideration phase may need to focus
on activities that make consumers act, such as in-store promotions or packaging.
 A brand that is weak in the active evaluation phase may need to focus on providing
more information about the product or service.
 By being more strategic, marketers can improve the effectiveness of their marketing
efforts and reach more consumers.

Here are some specific examples from the article:

 Skin care industry: Some brands are much stronger in the initial-consideration phase
than in active evaluation or closure. For these brands, it may be more effective to focus
on activities that make consumers act, such as in-store promotions or packaging.
 Automotive industry: Hyundai is a South Korean car manufacturer that wanted to
increase its market share. The company adopted a marketing campaign that focused on
protecting consumers financially by allowing them to return their vehicles if they lose
their jobs. This message was effective in getting consumers to consider Hyundai
vehicles.
Win the in-store battle

 In today's complex marketing landscape, more consumers are holding off on making a
final purchase decision until they are in the store. This means that in-store
merchandising and packaging have become more important than ever.
 Consumers are highly influenced by the visual dimension of a product, and up to 40% of
them change their minds about a purchase because of something they see, learn, or do
in the store.
 This is why it is important for brands to have attractive packaging and on-shelf
messaging that will catch consumers' attention. They should also make sure that their
products are displayed in a way that is easy to find and compare.
 In some cases, it may be necessary to use a combination of approaches to win over
consumers in the store. This could include great packaging, a favorable shelf position,
forceful fixtures, and informative signage.
 By understanding how consumers make decisions in the store, brands can improve
their chances of winning the in-store battle.

Here are some specific examples from the article:

 In the skin care industry, some brands that are not in the consumer's initial
consideration set can win at the point of purchase with attractive packaging and on-shelf
messaging.
 In the consumer electronics industry, brands often use impressive rows of high-
definition TVs to attract consumers' attention.
 By using a combination of approaches, brands can create a memorable and positive in-
store experience that will encourage consumers to make a purchase.
Integrating all customer-facing activities

 The way consumers make decisions about products has changed dramatically in recent
years. They are now more empowered and have more choices than ever before.
 This means that marketers need to change the way they market their products. They
need to focus on reaching consumers at the moments that matter most, such as when
they are researching a product or making a purchase decision.
 Marketers also need to integrate all of their customer-facing activities, such as their
website, public relations, and loyalty programs. This will help them to create a more
seamless and personalized experience for their customers.
 The CMO (Chief Marketing Officer) is the natural leader of this effort. They need to have
a comprehensive view of all customer-facing activities and be able to unify them into a
cohesive strategy.

Here are some specific recommendations from the article:

 Marketers should focus on the most influential touch points in the consumer decision
journey.
 They should tailor their messaging to each stage of the decision journey.
 They should win the in-store battle by creating a memorable and positive in-store
experience.
 They should integrate all of their customer-facing activities.
 The CMO should be the leader of this effort.

By following these recommendations, marketers can improve their chances of reaching

and influencing consumers in today's complex marketing landscape.