Based on a Harvard Business Review Article," Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places" by David C. Edelman

1. Branding in the
Digital Age

2. You’re spending your
money..
..in all the
RIGHT places.
WRONG

3. Internet has upended how
consumers engage with brands.

4. Transforming the economics of marketing and
making obsolete many of the function’s traditional
strategies and structures.

5. For Marketers, the old way of doing
business is

6. Previously, A Car Buyer..
Winnowing of
choices
Contact with
dealer/manufacturer
Purchase

7. Now, A Car Buyer..
Winnowing of
choices
Contact with
dealer/manufacturer
Purchase
Engaged/Public
Promotion/Assailing
the product

8. So, What has Changed and
What not ?

9. Consumers still
want a clear
brand promise
and offerings they
value.
What has changed is
when—at what
touch points—they
are most open to
influence, and how
you can interact
with them at those
points.

10. TRADITIONAL FUNNEL
METAPHOR

11. BLOCK THIS METAPHOR

12. The Research Revealed...
 Consider
 Evaluate
 Buy
 Enjoy, Advocate and Bond.
Today’s consumers take a much more iterative
and less reductive journey of four stages:

13. CONSUMER DECISION
JOURNEY

14. More than 60% of consumers of facial skin care products do online
research about them after purchase—a touch point entirely missing
from the funnel model.

15. The Journey in Practice
Instead of focusing on how to allocate spending across
media, marketers should target stages in the decision
journey.
1

16. Up to 90% of spend goes to advertising and retail promotions.
Yet the single most powerful impetus to buy is often someone
else’s advocacy.

17. The Journey in Practice2
Marketers’ budgets are constructed to meet the needs of
a strategy that is outdated.
 One Way Communication.
 High Cost Paid Media.

18. Instead of paid media, marketers should consider: owned
media and earned media.

19. Launching a Pilot
The shift to a CDJ-driven strategy has three parts:
 Understanding your consumers’ decision journey;
 Determining which touch points are priorities and
how to leverage them;
 Allocating resources accordingly.

20. Understanding how consumers navigate the
decision journey...

21. WHAT
THEY
DO
How do
they
search?
How would they
describe the
stages of their
journey, online
and offline ?
Which resources
are most
valuable to them,
and which are
disappointing?
How do brands enter
and leave their decision
sets, and what drove
their purchases in the
end?

22. WHAT
THEY
SEE
How is its appearance in
the search engines?
What do consumer
reviews reveal about
them?
How thorough and accurate is
the available information about
them?
How visible are they on
retail sites?

23. WHAT THEY SAY
The final focus is what people say online about the brand.

24. TAKING ACTION
Shift from Paid Media.
Insert links from its own site to retail sites.
Develop programs that include online
community initiatives, contests and e-mail
promotions.

25. A CUSTOMER EXPERIENCE PLAN
The details of a customer experience
plan will vary according to the
company’s products, target
segments, campaign strategy and
media mix.

26. NEW ROLES
FOR
MARKETING
Orchestrator
Marketplace
Intelligence
leader
Publisher and
“content
supply chain”
manager

28. The changes buffeting marketers in the digital era are
not incremental—they are fundamental. Consumers’
perception of a brand during the decision journey has
always been important, but the phenomenal reach,
speed, and interactivity of digital touch points
makes close attention to the brand experience essential...

29. And requires an executive level steward.
At many
start-ups the
founder brings
to this role the
needed vision
and the power
to enforce it.

30. In Established enterprises , CMOs should seize this opportunity to
take on a leadership role, establishing a stronger position in the
executive suite and making consumers’ brand experience central to
enterprise strategy.

31. Created By : Shubham
Maheshwari, IIT Guwahati
During an internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com

32. THANK YOU