imc report －customer decision journey & touch points
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Imc report －customer decision journey & touch points 20140311TRANSCRIPT
Customer Decision Journey & Touch Points
A leading communications & brand consulting company since 2001 why = Wu + Huang + Yang = Wisdom + Humanity + Yes Taipei • Beijing • Shanghai • Hongkong • Tokyo
What is
Our team
Yang Yang Co-founder
Brent Wu Co-founder
Yun-Chi Huang Co-founder
Part 1
Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
by David C. Edelman
Yang Yang Co-founder
2013
2005
Smartphones not only changed our lives, but also changed the marketing communications.
So when you buy a smartphone, what factors you consider most?
Factors Affecting Consumer Buying a Smartphonebrandpricescreen sizefashion
advertisingsales staffwaterproofpromotion
evaluationserviceefficacyappearance
5 Steps to Defining the CDJ
5 Steps to Defining the CDJ
1. Interview customers2. Gather publicly available data on
search activity and traffic patterns3. Purchase additional
multidimensional data, as needed4. Examine own site data5. Identify and analyze trends
ATTENTION
INTEREST
DESIRE
ACTION
But,Consumer has changed
2014 the State of Digital Marketing
2014 the State of Digital Marketing
2014 the State of Digital Marketing
Trend in theMarket
Where are the marketers investing now?
New roles for marketingin the digital age
Orchestrator
Publisher &Content Supply Chain
Manager
Marketplace Intelligence Leader
Does the CDJ need to change as well?
Part 2
Aligning with the Consumer Decision Journey
by David C. Edelman
Yun-Chi Huang Co-founder
Case study
CONSIDEREVALUATE
ADVOCATE
BOND
ENJOY
Let’s go back to SMARTPHONE
the CDJ of Smartphone
CONSIDER
EVALUATE
ADVOCATE
BOND
ENJOY BUY
THE LOYALTY LOOP
SHOW YOUR PHONE
Do you wanna another
Or another ?
Facebook Pollsamazon rate
Reviews,Recommendation
Likes, Comments,Shares
Experience Sharing: Unboxing on instagram & Facebook
about Sumsung
三星電子是三星集團旗下的子公司，為全球及韓國最大的消費電子產品及電子元件製 造商之一，也是全球營收最高的電子工業公司之一。 美國福布斯雜誌公佈的全球2000大公司，三星電子位居全球排名第20名。三星同時也被該雜誌評為全球最有價值品牌第9強，為亞洲品牌中最高排名。
Troubles of Samsung
Low market share in Europe and America Lack of product innovation and USPLow customer loyalty Bad user experienceDecreasing profit
Why do we care about TOUCH POINTS?
Part 3
Brand-costomer Touch Points
Brent Wu Co-founder
品牌接觸點這個概念由前斯堪地那維亞航空總裁Jan Carlson提出，他發現在顧客
和公司之間的某些互動對於顧客下次是否會選擇SAS有非常重要的影響，他稱品牌
接觸點這個概念為「見證事實的時刻」。
TOUCHPOINTS
The touch-point concept suggests there are many kinds of brand messages besides MC messages, and that media are not the only means by which customers come in contact with a brand message.
What is Touch Point?
Impa
ct o
n cu
stom
er im
pres
sion
of b
rand
4 Basic Categories of Touch Points
HIGH
Company Created
HIGH
LOW
Intrinsic
Customer-Initiated
Unexpected
Ability to control and influence
Company Created
Intrinsic
CustomerInitiated
Unexpected
Let’s see a CAMPAIGN
Samsung Oscar Campaign
CampaignAD PR
PS
Ellen’s Oscar Selfie Most Retweeted Tweet Ever
DISCUSSION ASucceeded in creating touch point?
DISCUSSION BThe weakness of this campaign.
It is not the end,and we will come back
next week.See you all.