Path to purchase & Getting attention online
Simon Stevens, Tim Wilson
Sunrise with Ruby
Ruby cha cha April 2014
Agenda
1.
Path to purchase
2.
Getting attention online
The path is no longer a funnel…
87%
53%
31%
9%
61%
58%
29%
…it’s more like a cycle
Many non-linear touch points
Category dependent
6
Implications
7
MARKETING
Understand touch points
Shift in focus to brand engagement
Monitor pathway evolution
RESEARCH
Establish and quantify touch points
A new segmentation approach
A new brand equity approach
We’re going to have a look at 5
different campaigns:
#URBAN DECAY
#PONYMIXER #GTRIDE
#HIBERNOT
#UNBELIVABLE BUS
SHELTER
#PONYMIXER
Powered by: Linked back to special
offers from Three while
also improving brand
health metrics
Sometimes being
entertaining is enough
https://www.youtube.com/watch?v=Ekr05T9Iaio
#GTRIDE
Powered by: Social aspects make the
game more sharable
Drives interest from
younger buyers
http://vimeo.com/91426960
#URBANDECAY Designed by: Brings new consumers
into the brand while
encouraging re-
evaluation from existing
customers
Simple
Perfect for the target
market
Included a data
capture element
8K increases in
Pinterest followers
http://www.pinterest.com/zwaldron/coachella-style-with-urban-decay/
#HIBERNOT
Brought to you by: A community hub to
connect, share and learn
from other like minded
individuals
A celebration of winter
for those who want to
make the most of
everyday
http://www.hibernot.co.uk/
#UNBELIVABLEBUSSHELTER
Brought to you by: Keeps the brand top of
mind
55 Million YouTube
Views
https://www.youtube.com/watch?v=Go9rf9GmYpM
Thank you
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