Digital Marketing and its impact on Consumer Bahavior

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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com University of Delaware

7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Changing Consumer Behavior
Purchase Process
• Google’s Zero Moment of Truth
• Traditional Marketing Process:
– Stimulus: TV Ad
– Shelf: First Moment of Truth
– Experience: Second Moment of Truth
Digital Marketing alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com 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 alexbr.brown@gmail.com University of Delaware