Business Development in the Digital Age Agenda 12:00 to 12:40 - - PowerPoint PPT Presentation
Business Development in the Digital Age Agenda 12:00 to 12:40 Registration, Networking & Lunch Business Development in the 12:40 to 1:00 Kickoff & Digital Age Bleevit Presentation 1:00 to 1:40 Google Presentation
Business Development in the Digital Age
Agenda
Registration, Networking & Lunch
Bleevit Presentation
Presentation
Answer
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Business Development in the Digital Age
Understanding the Consumer Decision Journey for Improved Growth
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First Moment of Truth was developed by P&G as a guiding force behind their marketing efforts. Google introduced the concept of the Zero Moment of Truth as the steps before the actual physical product experience, much of which occurs online.
Traditional Marketing
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Consumer Decision Journey - McKinsey & Company
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McKinsey & Company introduced the Consumer Decision Journey, which in our opinion accurately reflects how consumers interact with brands and make purchase decisions today.
The Consumer Decision Journey is a series of steps every buyer steps through on their way to a purchase decision. Understanding this journey will help you strategize and budget your time and efforts to develop more effective marketing and sales campaigns. Effectively communicating at each phase of the CDJ will ultimately increase sales and ROI.
What is the Consumer Decision Journey* and why should I care?
6 *McKinsey & Company.
Consumer Decision Journey
7 CDJ Framework - McKinsey & Company.
Brands in the Initial Consideration Set can be up to three times more likely to be purchased eventually than brands that aren’t in it.
8 McKinsey & Company.
Many organizations are so hyper-focused on the moment of purchase they fail to invest marketing resources that will elevate them into the Initial Consideration Set.
9 Bleevit Interactive
Don’t attribute 100% of the ROI of a marketing activity on the last interaction before purchase. Do invest in activities such as branding and content marketing campaigns that will elevate your brand. Create and measure micro-moment goals as a way to award ROI to these top of the funnel activities. Do abandon last click last touch attribution!!!
Work the entire journey!
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What can you do to increase the chances
Consideration Set?
Initial Consideration Set activities
▪ Blogging ▪ Drip Campaigns/Email Marketing ▪ Social Media ▪ Events ▪ Public Relations ▪ eBooks & Offers ▪ Webinars ▪ Videos ▪ Retargeting & Google Display Network
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Resources
Resources
▪ Bleevit Interactive Blog http://www.bleevit.com/bleevit-interactive-blog/ ▪ Think with Google https://www.thinkwithgoogle.com/ ▪ Zero Moment of Truth https://www.youtube.com/watch?v=g40rrWBx2ok ▪ The Consumer Decision Journey McKinsey & Co http://www.mckinsey.com/business-functions/marketing-and-s ales/our-insights/the-consumer-decision-journey
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