consumer behavior: digital marketing

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Changing Consumer Behavior Generational • Baby Boomers – Learned computing, internet, adapting • Generation X – Learned internet – adapting to Mobile Digital Marketing [email protected] University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

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Digital Marketing and its impact on Consumer Bahavior

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  • 1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational Baby Boomers Learned computing, internet, adapting Generation X Learned internet adapting to Mobile Digital Marketing [email protected] University of Delaware
  • 2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational Generation Y Grew up with internet Adapting to mobile: Mobile First Ubiquitous access / Second screen Lack of institutional trust Early teens Mobile First: learned behavior Digital Marketing [email protected] University of Delaware
  • 3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational Class survey: Nearly 100% smartphones Access to internet ubiquitous More time on smartphone than TV Digital Marketing [email protected] University of Delaware
  • 4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational Class survey: 90% iOS Nearly 100% on Facebook Snapchat #2, more intimate Time on Twitter, Instagram & Snapchat similar, more than Facebook Digital Marketing [email protected] University of Delaware
  • 5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational Class survey: 100% made internet purchase Amazon #1, by far 67% made purchase from smartphone 67% used smartphone for a traditional retail purchase Digital Marketing [email protected] University of Delaware
  • 6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational Class survey: More than 16 apps downloaded 4-6 apps used daily Internet-mobile, most popular source for news Social feed most popular internet source Digital Marketing [email protected] University of Delaware
  • 7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process Googles Zero Moment of Truth Traditional Marketing Process: Stimulus: TV Ad Shelf: First Moment of Truth Experience: Second Moment of Truth Digital Marketing [email protected] University of Delaware
  • 8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process Internet-based Purchase Process (web & apps) Stimulus Zero Moment of Truth Shelf Experience Digital Marketing [email protected] University of Delaware
  • 9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process: McKinsey Consumer Decision Journey Technology Increased consumer empowerment Initial consideration > active evaluation Retail environment > loyalty loop Digital Marketing [email protected] University of Delaware
  • 10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process: McKinsey Consumer Decision Journey Increase choices to be considered Erosion of loyalty Company driven touchpoints (initial) v.s Consumer driven touchpoints Need to develop content marketing program Digital Marketing [email protected] University of Delaware
  • 11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process: McKinsey Consumer Decision Journey Search behavior changes during purchase process Mobile means internet is always available Web and Social: customer feedback readily available Digital Marketing [email protected] University of Delaware
  • 12. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Content Consumption Mobile explosion Social Media Buzzfeed Digital Marketing [email protected] University of Delaware
  • 13. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Second Screen Social media generally Social TV Researching products, advertised on TV Buying products, advertised on TV Apps tied to a show, on TV Digital Marketing [email protected] University of Delaware