Branding in The Digital Age

Question 1

What has digital marketing changed?

Answer 1

Touch points have changed in both number and nature, as consumers spend time in different areas

Question 2

Traditional marketing is based on…

Answer 2

The conversion tunnel, where marketers use push marketing to build awareness, drive consideration, and inspire purchase

Question 3

Consumer decision journey (CDJ) is based on…

Answer 3

The loyalty loop

Question 4

Consider

Answer 4

Consumer’s top-of-mind consideration set: products of brands assembled from exposure to ads

Question 5

Evaluate

Answer 5

Expanding consideration set when consumer seeks input from peers, reviewers, retailers… etc.

Question 6

Buy

Answer 6

Point of purchase is a more powerful touch point as consumers put off purchase decision until in-store

Question 7

Enjoy, advocate, bond

Answer 7

After purchase, a deeper connection is forced with the product and with new online touch points

• If content, they’ll spread positive word of mouth
• if disappointment, they’ll sever ties with the brand
• If bond becomes strong enough, the ENJOY- ADVOCATE-BUY loop will skip consideration and evaluate stages

Question 8

Implications of consumer decision journey in marketing

Answer 8

• Marketers should target the EVALUATE and ENJOY-ADVOCATE-BUY loop instead of CONSIDER and BUY stages
• Marketers must considered owned medias (websites) and earned media (social communities)

Question 9

CDJ strategy has which parts?

Answer 9

• Understanding your consumers’ decision journey
• Determining which touch points are priority and how to leverage them
• Allocating resources accordingly

Question 10

Offline channels like TV are only influential in which stage?

Answer 10

Consider stage

Question 11

A company’s new digital marketing strategy must…

Answer 11

Deliver an integrated experience from consider to buy and beyond

Question 12

Online advocacy is important in which stage?

Answer 12

Evaluate stage

Question 13

The 3 roles will become increasingly important

Answer 13

• Orchestrator
• Publisher / “content supply chain” manager
• Marketplace intelligence leader

Question 14

Orchestrator

Answer 14

Chief marketing officer in charge of customer service and market research, product literature design, product registration, and warranty program

Question 15

Publisher

Answer 15

Marketers are becoming real-time multimedia publishers due to their content from videos, to blog posts, to social media

Question 16

Marketplace intelligence leader

Answer 16

Marketing data should be under marketing’s control, as they lead the role in distributing customer insights across the organization