Ch 2 - Digital consumer journey Flashcards
What is one big issue with the proliferation of digital advertising?
consumers are BOMBARDED with information and ads, getting tons of stimularion, and are asa result, bery zoned out in the digital space or even trying intentionally to block it out
What are customers becoming?
more…
- powerful
- cynical
- aware and ready to choose based on how they get the product
- price sensitive
Are consumers rational?
not exactly, but as marketers we need to do best to understand their behaviour
What are the main parts of the customer journey?
Pre-purchase
purchase
post-purchase
- customer is in ideal state, eh, or bad state – want to be in ideal state so how get there (marketer can show them how to get there)
- customer look into stuff to get to ideal state
- they purcahse/convert (can count as just getting an email/info on cust, etc.)
- build relationship with them to biuld brand equity
What must digital marketing do to help move cust along in their jouney?
- Address customer needs
- Raise awareness
- Encourage conversion (ex: give me your email and il give you more info)
- Foster enthusiasm (manage coginitive dissonance = need confirm for them that the decision they made is good otherwise sad // make sure they satisfied so don’t question their decision)
- Build & maintain relationships
What is hedonic vs utilitarian consumption?
hedonic = gains happiness from acquisition
utilitarian = care about functional, practical, instrumental factors of item
What are some evolving behaviours in digital consumer behavour?
- Consumer power = get access to more things now so they are more discerning
- Rise of the prosumer = produce and consume content (ex: wikipedia)
- Second screening = consuming things from multiple screens at once (research, discuss, share opinion and CONTENT)
- Showrooming and webrooming
- Liquid and solid consumption = digital (L) vs physical (S)
what is dematerialization?
where we stop owning things and shift more to renting or sharing
CAn you get total control of company messaging now as a marketer?
No you cannot because people are making their own content about your brand all over the place!
What is webrooming? What can marketers do to prevent it?
= search online and buy in store
get people to buy online = incentives (online deals, free shipping), easy returns, more styles or sizes available online vs in store
What is showrooming? What marketers do to prevent it? What is the problem from the org’s perspective
= search in store, buy online
get people to buy in store = incentives (in store discounts, free items for spending amt), create a good ins tore experience
problem = org paying for store space and staff butn no one buying!
What are the types of showroomers?
- Conservative showroomers = slow, cautious, but still like your store
- Loyal showroomers = big fans, love the store, pos buy online still
- Comfort-oriented economic showroomers = dont care for standing around, lugging product home
- Mobile economic showroomers = little or no loyalty, look at the store and talk to employees then go home and buy on cheaper site
What is the sharing economy?
now you can just sell/share with anyone, dont need stores etc to do all the stuff/get the things oyu need
What are the types of sharers/collaborative consumers?
- Committed: Conscious of ecological issues and seeking ways to reduce consumption
- Pragmatist: Take a practical approach and like the ease of using the platforms
- Intermittent: Busy people who sometimes use the platforms
- Sceptical: Don’t see the need and prefer traditional consumption
What are the categories of touch points?
- Brand-owned: website or advertising.
- Partner-owned: Jointly owned by brand and partner (ex: appearing on an affiliate or other website – allow restaurany to show Coke in their commercial)
- Customer-owned: Actions controlled by cust (ex: choice of payment, device used to access website/app) **website etc affect user experience like Paypal being an annoying POS
- Social / external: Content appearing across social media or other external sites such as review platforms (can be the thing that hits the customer and terminates their journey, so org needs yo manage them!)
