branding in the digital age (rukmi sarmah)
TRANSCRIPT
Touch points- stages at which consumers are most open to influence..
Marketing strategy and budget are nowadays realigned to influence these touch points
Marketers should target stages in this decision journey
CONSUMERS ARE MOST INFLUENCED AT THE ENJOY AND ADVOCATE STAGES WHEREAS MOST OF THE MARKETING EXPENSES GO INTO THE BUY AND CONSIDER STAGE
CONSUMERS ARE MOST INFLUENCED AT SOME ONE ELSE’S ADVOCACY
Marketers must not only focus on advertising in paid media like radio and television but also popularize their product on owned
media( websites) and earned media (communities of brand enthusiasts)
It revealed that off-line channels such as television advertising, in-store browsing, and direct word of
mouth were influential only during the consider stage..
In the evaluate stage, consumers didn’t go to manufacturer’s website where most companies were
still putting the bulk of their digital spend…
Although most consumers were still
making their purchases in stores, a growing number were buying
through retail sites and choosing either direct shipping or in-store
pickup..
In The enjoy-and-advocate stage consumers often talked about their purchases in social networks and
posted reviews online…..
Apple
eliminated jargon aligned product descriptions created a rich library of explanatory
videos instituted off-line Genius BarsAll of these ensure absolute consistency, accuracy, and integration across touch points
Orchestrator…
To coordinate channels like the company’s website, product packaging, and customer service and sales functions.
Publisher and “content supply chain” manager.
To create content like coupons, videos, promotions to reach consumer touch points
Marketplace intelligence leader.
To collect and use customer information to understand the consumer decision journey and knit together the customer experience
To compete with international brands like Revlon, Loreal etc Himalaya should focus to influence the evaluate state
of the decision journey of the consumers…
It should make its products available on retail sites like myntra, flipkart and should offer
detailed descriptions..
Post purchase, it should give exclusive discounts to loyal consumers and make them
review their product online…