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Marketing Through Trust:
Leveraging Influence in the
Buyer’s Purchase Journey
2. Copyright © 2013 Appinions. All rights reserved.
Understanding the New
Purchasing Process
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This is the old way that customers made
purchasing decisions – a linear process
Awareness
Opinion
Consideration
Intention
Sales
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The new purchase journey is no longer linear,
it’s circular
McKinsey’s Consumer Decision Journey
Source: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#
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Active Evaluation
Informal gathering, shopping
Post-purchase Experience
Ongoing exposure
Initial-
consideration
set
Moment
of
purchase
Loyalty Loop
Trigger
The consumer considers an
initial set of brands, based
on brand perceptions and
exposure to recent
touchpoints.
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Consumers add or subtract
brands as they evaluate
what they want
2
Ultimately, the consumer
selects a brand at the
moment of purchase.
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Consumers have significantly more touchpoints in
the decision making process – and growing rapidly
20122011
Source: http://www.zeromomentoftruth.com/
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2
4
6
8
10
12
2010 2011
Decision Sources
The average shopper uses 10.4 sources of
information to make a decision in 2011
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Up from
5.3 sources
in 2010
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Influential touchpoints for consumers are shifting
away from company-driven marketing to
consumer-driven marketing
Source: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#
Word-of-mouth, online research, and offline or print reviews are of key
importance to the buying process
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Most-influential touchpoints by stage of consumer decision journey, for competitors and new customers,
% of effectiveness
-5%
Initial
consideration
set
Active
evaluation
Closure
Consumer-driven marketing
Word-of-mouth
Online research
Online and/or print reviews
Company-driven marketing
Traditional advertising
Direct marketing
Sponsorship
In-store product experience
Salesperson contact
Store/agent/dealer interaction
Past experience
12%
39%
28%
21%
26%
26%
37%
10%
43%
22%
31%
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The most trusted touchpoints for consumers
are socially-driven
Recommendations and other consumers’ opinions are more highly trusted
than any brand, or even, editorial content
Source: http://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/
TITLE
= Trust %
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Recommendations from
people I know
Consumer opinions
posted online
92% 70%
Editorial content such as
newspaper articles
Emails I signed up for
58%
50%58% 46-47%
Branded websites Ads on TV/Brand
sponsorships/Billboards/
Ads in magazines/Ads in
newspapers
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Social media is particularly important in the
decision process, and in ongoing customer
relationships
Social media is expanding the circle of people consumers trust: from
only friends and family to new people they connect with in forums,
blogs, and other social media sources
Source: http://www.thearf.org/news.php?newsid=309
22%of consumers say that social media is important in
their final purchase decision
33% of shoppers say social media introduced them to a
brand/product they were unfamiliar with or helped change
their opinion of a brand/product
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Influence Marketing to Increase
Customer Touchpoints
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Given the increase in customer information sources,
it’s imperative that brands increase the information
available about their product or service
• One of the primary ways for brands to find their way on to the
list of consumer-trusted touchpoints is through third-party
endorsements
• Generating third-party endorsements will provide more
opportunities for consumers to get information about your
brand, product or service from a source they trust more than
the company itself
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There is a vast array of potential third-party
(non-company) sources for customer information
• Search engine results
• Company social media – brand engagement
on owned channels such as Facebook,
company blog, Twitter and YouTube
• Reviews and comparison shopping sites
• Retailer/store website
• Blog post or video where the product was
discussed
• Blog post or article comment which
mentions the brand
• Discussion forum or group
• Comments on an online post or article
• Likes, plusses or tweets from friends or
those following
• Conversations with friends or family
• Experience with product at event
• Store display or experience with product
at a retailer
Online Offline
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Brand influencers could have an impact on, and/or
provide credible content to, the majority of third-party
sources for customer information
• Search engine results
• Company social media – brand engagement
on owned channels such as Facebook,
company blog, Twitter and YouTube
• Reviews and comparison shopping sites
• Retailer/store website
• Blog post or video where the product was
discussed
• Blog post or article comment which
mentions the brand
• Discussion forum or group
• Comments on an online post or article
• Likes, plusses or tweets from friends or
those following
• Conversations with friends or family
• Experience with product at event
• Store display or experience with product
at a retailer
Turquoise indicates potential
opportunity for influencer content
Online Offline
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The Intersection of Search and
Influence Marketing
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92% come from organic results
vs.
8% from paid search advertising (brand advertising)
Third-party endorsements can significantly affect
search marketing, which is one of the primary
drivers in the consumer decision making process
Source: http://www.scribd.com/doc/68628887/From-Intent-to-In-store-Search-s-Role-In-The-New-Retail-Shopper-Profile)
93% of consumers say they use search in the
shopping process
Of all the clicks happening on a search engine results page,
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Search provides a big opportunity to get
third-party endorsements to customers
• Digital influencers with established online platforms, including
their own sites/blogs as well as their social media presences,
can provide top search engine results for you
• Forums and groups are often at the top of search engine results
listings; influencer activity in these venues can also impact
consumer behavior
• Video also ranks well in search engines and consumers often
turn to YouTube for their product and brand searches
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Influencers can help a company dominate
organic search results, particularly for
non-branded “research” searches
• Given the variety of potential influencer content touchpoints,
non-branded searches could be enhanced by influence
marketing campaigns
• A few examples of influencer content in non-branded
searches follow
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Every one of the top 10 listings
for “best baby carrier for dad”
could potentially
be influencer-driven.
• Journalists
• Bloggers (individuals
and retailers)
• Forum/group posters
Red boxes around search results indicate
potential or actual influencer content
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18 months later, this blog post is still the #9
organic listing for “top non stick skillet” – the
product was provided to this influencer for
review purposes.
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Even for a high-consideration purchase
such as a car, influencer properties could
have a big impact on search.
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Every brand relationship with an influencer
can provide multiple customer touchpoints
• Influencer platforms
– Their own blog or videos
– Forums/groups
– Events and offline groups
– Their social media
– Publications they write for
• Each of these platforms and outlets provides a potential search
engine result for a brand, product, service or category
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Leveraging Influence to Gain
Customer Trust
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Product Influencers
Traditional marketing goes direct to customers;
influence marketing goes through influencers
to customers
One-to-Many Marketing One-to-Few Marketingvs.
Customers
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Influence marketing will change the nature of
how we budget and resource marketing efforts
• Relationship building
• Communications professionals
• Listening and research to
understand who influencers are
• Corporate use of platforms to
connect to influencers such as
Twitter, LinkedIn, Pinterest
• Non-company brand content
developed
• Advertising spend
• “Super Bowl” style high-impact
advertising
• Creative director as the holy grail
of the marketing team
MoreLess
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Given the shift in customer trust, and the nature of the
way they are now searching for information, we are
already seeing a change in brand and agency marketing
towards effective influence marketing
• Brands, agencies and people will need to adapt to this new one-to-few
influencer-driven approach
• New skillsets, or skillsets with increasingly greater demand,
will include:
– Data analysis
– Customer relationship management
– Relationship-driven communications
– Brand social media
• Budgets will move from traditional advertising to communications and
influence marketing programs development
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Key Takeaways: Marketing Through Trust
• Purchasing decisions are no longer linear
• The number of customer touchpoints for purchasing decisions are
growing year-over-year
• Customers don’t trust brand advertising or properties
• It’s imperative for brands to provide more touchpoints for customers,
particularly third-party touchpoints
• Search is also extremely important for customer decision making
• Influence marketing can have a major impact on search and the
creation of customer touchpoints
• There will be a major shift in brand and agency marketing to
accomplish effective influence marketing
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Further Reading
• McKinsey’s Consumer Decision Journey
– https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#
• Basics of Influence Marketing
– http://appinions.com/whitepapers/basics-of-influence-marketing/
• The Influencer Continuum™: From Influencer to Super Advocate™
– http://appinions.com/whitepapers/influencer-continuum/
• How to Create Successful Influence Marketing Programs
– http://appinions.com/whitepapers/create-successful-influence-marketing-programs/
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