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The ConnectedConsumer Journey
Navigating The MeleeAleesha Tully, In the Company of Huskies
Digital Strategist, In The Company of Huskies
Working at the convergence of planning, search, social and technical.
The “Me” Bit
@aleeshajulia
It’s my job to make sure that the overall approach to digital for the brand actually makes sense, and to ensure the channels and tactics work together to achieve our objectives.
My work at Huskies…
What we’re going to talk about today…
• The consumer journey today
• Cutting through the melee – some words of wisdom
• A (simple) guide to mapping the digital journey and touchpoints
• An example of this thinking – in real life
• Round up
A consumer journey is the complete sum of experiences that consumers go through when interacting with your company and brand.
Instead of looking at just a part of a transaction or experience, the consumer journey documents the full experience of being a consumer.
Consumer Journeys
An old-school consumer journey – easy to deal with, right?
Awareness Consideration Purchase
ATL
WOM
Press
Sales Assistants
The Store
Call Centre
Then along comes…
…The dawn of the web.
Comms formats are multiplying!
Don didn’t have to deal with the myriad of channels and consumer touchpoints that we do today.
Here’s what you get when you search “digital consumer journey”…
It’s a bit like…
This is a lot to deal with.
Marketers identified ‘planning across consumer touchpoints’ as their #1 pain point in 2015.
Translating the work oftraditional advertising into the digital advertising realm doesn’t need to be that complicated, does it?
Some people are working to cut through the melee.
1.
Understand strategy
vs planning
“Planners have become discipline-focused tacticians that are putting the “How” before the “What” and the “Why.”
Antonis Kocheilas
Strategy
WHAT & WHY
Problem-bias
Choice full
Planning
HOW & WHEN
Solution-bias
Descriptive
2.
Understand that not every touchpoint or channel serves the same purpose for our consumer
– but this can be simple!
“Facebook is for emotion. Google is for intent.”
3.
Think 'human to human'.
Put yourself in their shoes!
"The work of an advertising
agency is warmly and
immediately human. It deals
with human needs, wants,
dreams and hopes. Its
'product' cannot be turned
out on an assembly line."
- Practice empathy for your
consumer!
Mapping Your Digital Consumer Journey & Channel Touchpoints
A (simple) guide
1. Understand Your Consumer
To simplify things down… we first need an understanding of
• Demography
• Geography
• Personality
• Their relationship with your brand category
• Their relationship with your brand
• And finally... Their relationship with their current touchpoints
2. Understand The Consumer Journey Length
Depending on your product… consumer journey paths can be shorter or longer.
People will research deeply into things that carry more risk.
For example – a high street beauty product or clothing vs a car, or a mortgage
3. Understand The Consumer-Brand Relationship
This one is easy.
For your target customer, what is their brand awareness level? What are their perceptions of the brand?
4. Understand The Touchpoints
And the roles they play.
This is where you bring in the human moments.
5. Map it all out.
If you can’t show it all on one page, it’s too complicated.
An example of this coming to life.
Fáilte Ireland
Transforming Irish Tourism Through Digital
The Problem:
When the financial crisis hit, the effect on Irish tourism was catastrophic.
Over the five crunch years, Dublin alone was losing 2000 tourists a day – that translates to a financial hole of €1 billion.
Challenge:
• Address a perception issue for Dublin, and later, increase awareness for The Wild Atlantic Way.
• Recognise that the way people book holidays worldwide has changed
The Solution:
Turn to digital channels – particularly search and social
Build new consumer journey models – adapting to the modern tourism consumer and the many digital interactions they make along their decision journey
Summing it up…
• Understand what a consumer journey is – it’s the experience your customer will have with your brand
• Human thinking
• Put yourself in their shoes – what questions are they asking?
• You should map their experience, channels, and digital touchpoints all on one page
• Clear thinking leads to less complication
‘MAKE IT SIMPLE,
BUT SIGNIFICANT.’
Appendix
• Antonis Kocheilas – Let strategists pick up their razors and shave complicatedness clean - https://www.linkedin.com/pulse/let-strategists-pick-up-razors-shave-complicatedness-clean-kocheilas?trk=hp-feed-article-title-share
• Scott Galloway at L2INC – Check out their YouTube Channel -https://www.youtube.com/channel/UCBcRF18a7Qf58cCRy5xuWwQ
• Google’s Micro Moments -https://www.thinkwithgoogle.com/micromoments/intro.html
• The Customer Journey to Online Purchase – Google -https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search
