A presentation on how consumers' consumptive behavioral patterns are changing, necessitating change in the way modern marketers work. The sales funnel is now antiquated, and the customer decision journey has subsumed its place as the standard framework for thinking about consumer behavior.

1. #futureM
#buybuy

2. AMP Agency: Inspired
AMP Agency is a full service agency that’s inspired by audience insights
to produce creative, results‐oriented marketing solutions for our clients.
EXPERIENTIAL MARKETING
We are inspired by your consumer. How they make purchases and interact with brands. From these key
insights, our team utilizes the latest techniques to create memorable engagements that naturally bring
your brand into your consumers’ lives.
DIGITAL MARKETING
AMP knows digital marketing. We’ve brought together a team of pioneers who have been doing it since
1993 – the best in breed across search, media, IPR, social, interactive and mobile. And actually do it all–in
house.
SHOPPER MARKETING
AMP’s shopper marketing professionals align consumer insights with retailer intelligence, seamlessly
integrating digital to in store purchase. Our plans are strategically created to align with your shoppers
path to purchase from pre‐purchase rituals, to in‐store engagement and post purchase reflection and
loyalty.

3. AMPlified Study
AMP Agency’s proprietary series of studies on today’s most relevant
topics. This includes a sneak peak at what is to come from our latest
AMPlified Study titled Behind the Buy. A nationwide online survey with
over 500 consumers to understand and quantify:
– How much research they doing
– Where they are researching purchase decisions
– Which factors have the most influence in the decision process

4. AMP Insights Lab
AMP Insights Lab is AMP Agency’s team of doctors, scientists and
doctor‐scientists dedicated to predicting the future. Along the way, they
will also look at the intersection of consumerism and technology;
helping brands and marketers make sense of all things tech and trend.
The Lab’s goal is to make the process of learning about and
implementing technology as simple and straightforward as possible.

5. Information Exposure

6. Source: How much information? Report on American Consumers, University of California, at San Diego, 2009

8. “I always do research”
64%
44%
39%
36%
31%
Fashion Consumer Food & Beverage Health & Beauty Baby
Electronics
Source: AMPlified 2010: Behind the Buy
Q: What makes you decide you need to do research in the ___ category? Check all that apply. Answer shown is “I always do research.”

9. Information that has a heavy influence
Fashion Consumer Electronics Food & Beverage
Cost Comparison 65% Performance 56% Quality 61%
Fit 62%
Quality 54% Taste 54%
Cost Comparison 52% Cost Comparison 52%
Quality 61%
Consumer Reviews 39% Durability Reviews 39%
Consumer Reviews 44%
Funcationality Reviews 37% Consumer Reviews 38%
Funcationality 35%
Trends 37% Natural / Organic 34%
Trends 32%
Latest Technology 35%
Trends 28%
Durability Reviews 32% Durability Reviews 35%
Funcationality 26%
Versitality in Use 29% Versatility in Use 29%
Versatility in Use 23%
Source: AMPlified 2010: Behind the Buy
Q: What degree of influence do the following have on your purchase decision? A: Heavy Influence

10. Information that has a heavy influence
Health & Beauty Baby
Quality 64% Quality 68%
Durability Reviews 47% Performance 55%
Cost Comparison 54%
Consumer Reviews 47%
Durability Reviews 48%
Versatility in Use 46%
Consumer Reviews 47%
Cost Comparison 37%
Environmentally Friendly 41%
Funcationality Reives 35%
Trends 41%
Environmentally Friendly 30%
Funcationality Reviews 39%
Trends 30% Versatility in Use 39%
Natural / Organic 24% Natural / Organic 37%
Source: AMPlified 2010: Behind the Buy
Q: What degree of influence do the following have on your purchase decision? A: Heavy Influence

11. Source: AMPlified 2010: Behind the Buy
Q: Before purchasing a product in the ___ category, what kind of research do you do? Check all that apply.

12. Path to Purchase Impact

13. The traditional path
Awareness
Consideration
Purchase
Loyalty
Evangelism

14. The start of a new path
Need
State
Need
State
Passive Active
Purchase

15. The start of a new path
“I need a camera” Need “I guess I won’t use it that much”
State
Need
State
Passive Active
Purchase
Point and Shoot
DSLRs
Sub $200
Point and Shoot
25x
10x
HD Ready

16. The evolving of path
McKinsey, 2010
The Consumer Decision Journey

17. Information Sharing & Creation

18. Information proliferation
Data Origin Data Proliferation
Moms
Teens
Fashionistas
Spanish‐
Speaking

19. Information gathering & engagement
Quick
Finish
Personal Commercial
Start In‐depth

20. Information gathering & engagement
Quick
Text/Pic
Messaging
Most
Retailer
Websites
Most
Corporate
Personal Websites Commercial
Blog
Haul Reviews
Videos
In‐depth

21. Information gathering & engagement
Quick
Text/Pic
Messaging
Opportunity Most
Retailer
Websites
Most
Corporate
Personal Websites Commercial
Blog
Haul Reviews
Videos
In‐depth

22. Semi‐future engagement #1
• Personal/Commercial and Quick(er)
To learn more about
haul videos
Click here

23. Semi‐future engagement #2
• Quick and Personal

24. Semi‐future engagement #2
• Quick and Personal

25. Actual‐future engagement #3
• Quick and Commercial
To learn more about
SixthSense
Click here
The good stuff starts
at the 5:00 mark

26. The Future

27. To see “The Internet”
from 1969
Click here

28. Our Panel
Jason Harty, Director of Field Marketing, Pretzel Crisps
Albert Chen, Account Executive, Google
Ken Fischer, Founder & Editor, Ars Technica
Bill Gianoukos, VP Product Development, Media Friends