Media platforms in the user journey
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The document presents the eco-model by Omnicom Media Group, which illustrates the evolution of consumer decision journeys, highlighting the shift from linear to circular to an ecosystem approach. The study shows how consumers interact with numerous media touchpoints, drastically changing their brand consideration and evaluation processes. Emphasizing the importance of integrating personal and relevant messaging, the eco-model aims to improve customer experiences and drive brand loyalty in today's fragmented media landscape.
Media platforms in the user journey
- 1. Presentation of the eco- model by OMD for Kindly
- 3. PRESENTATION OF THE ECO-MODEL
- 5. 5| p. The ECO-Model is Powered by Omnicom Media Group
- 6. THE COSTUMER JOURNEY IS NO LONGER LINEAR STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 7. CONSUMERS HAVE FUNDAMENTALLY CHANGED THEIR DECISION JOURNEY Consumers use an increasing number of media and touch points in their decision journey The amount of available information online has tripled in 3 years Consumers are looking for information across a myriad of touch points and move seamlessly between online and offline media groups STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 8. FROM LINEAR, OVER CIRCULAR TO ECO-SYSTEM E. St. Elmo Lewis, 1898 McKinsey, 2008 OMD, 2014 Source: Wikipedia & McKinsey STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT ECO-SYSTEM builds on both models. It is neither linear nor circular. It is an ecosystem in which the consumer is always in perpetual motion. Furthermore it incorporates touch points and their synergies and effects. McKinsey model describes how the funnel- shape has become irrelevant and incorporates how loyal consumers bypass much of the research-phase.
- 9. METHODOLOGY 12.000 RESPONDENTS 1000+ QUESTIONS INTERVIEWED EVERYTWOWEEKS THROUGH THE DECISION PROCESS TRAVEL CONSUMER ELECTRONICS FINANCE STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 10. WHEN “OUT OF MARKET”, YOU CONSIDER BRAND STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT 1
- 11. STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 12. STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT THE NUMBER OF BRANDS DOUBLES WHEN CONSUMERS GO IN-MARKET
- 13. A I D A 2,5 2 1,5 1 0,5 0 Initial consideration Active evaluation Purchase STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT Numberofbrandsconsideredthroughthejourney HowAIDAlookedbackthen
- 14. 2,5 2 1,5 1 0,5 0 STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT Numberofbrandsconsideredthroughthejourney HowAIDAshouldlooktoday Initial consideration Active evaluation Purchase
- 15. CONSUMERS ARE NOT ACTIVE, BUT RECEPTIVE 75%DO NOT ACTIVELY SEEK INFORMATION STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 16. TV | DISPLAY | PRINT ARE DOMINATING MEDIA STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 17. STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 18. STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 19. STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 20. 34% HAVE RECEIVEDADVICE FROM FRIENDS/FAMILY IN THE BUYING PHASE THE CONSUMER USES DIRECT CONTACTS STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 21. “Everything between a brand and an audience is media” Lee Clow, TBWA STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 22. IMPORTANT TO MASTER PUSH & PULL STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 23. 6XHIGHER LIKELIHOOD TO BE BOUGHT IFYOUR BRAND IS CONSIDERED, THERE ISA STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 24. 12XHIGHER LIKELIHOOD TO BE BOUGHT IFYOUR BRAND IS EVALUATED, THERE ISA STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 25. NEVER UNDERESTIMATE LOYAL CUSTOMERS STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 26. SATISFACTION PRIMARYDRIVER TO LOYALTY IS CONSIDER HALFAS MANYBRANDS PRICE ISLESS IMPORTANT STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 27. CONSUMERS HAVE A SHARED MEMORY STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 28. 27% GOODSTORIESARE SPREAD MORECUSTOMERSSHARE THEIRSTORIES,WHENSATISFIED STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 29. 54%HAVESHAREDACUSTOMER EXPERIENCE 69% 51% 42% STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 30. SOCIALMEDIAISNOTTHE ONLY PLACE WE SHARE EXPERIENCES 16% TAKE PLACE ON SOCIALMEDIA STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 31. 44%HAVEUSEDOTHERPEOPLE’S EXPERIENCES INTHEBUYINGDECISION 34% 47% 48% STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 32. 5-8% PUSH MEDIACAN REDUCE CHURN Source: InsightGroup STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT
- 33. HOW TO USE THE ECO-MODEL
- 34. STUDY EVOLUTION ECO-SYSTEM TOUCHPOINTS & MEDIA MARKETING TASKSSTARTING POINT CREATE DEMAND & DESIRE CONVERT DEMAND & DESIRE SUSTAIN DEMAND & DESIRE
- 36. DEFINING GOALS THAT FOLLOW THE CUSTOMER JOURNEY Brand loyalty Brand preference Recommendationrate Customer satisfaction Numbers of unhappy customers Respons in social mediamessages • Numbers of new customers • convertionrate • Traffic to productsites • Calculation on own website • Phone calls to customerservice • Brand knowledge • Brand consideration • Brand preference • Remember the campaign • Remenber the brand • Understanding the message • Add liking Market Own customers
- 37. DEFINING DIFFERENT TARGET GROUPS IN DIFFERENT PHASES Product specific targetgroupPrimary Targetgroups IN-MARKET behaviour Specific customer subjects Ambassadors Existing customers Market Own customers
- 38. • Improve buying experiences in all channels DEMAND FOR MESSAGES AND CONTACT POINTS • Will be defined on behalf the product that is relevant in the market. • Know all your contact points • Make the message personal and relevant • Easy interaction with brand • Sell more relevant products • Give extra benefits when being a customer • Emotional and rational impacts • Identify relevant contactpoints with high brand relevance • The right message in the correct context • Read inmarket behaviour and communicate on behalf of customers need Push into marketCreate qualified awareness Relevant and contextual Convert buying intention Let them come closer Exceed expectations Market Own customers
- 39. 360-DEGREES CUSTOMER JOURNEY € Market € € Own customers
- 40. PHASE: PRELIMINARY CONSIDERATIONS Role (why) Rules (how) The most effective media to set the scene and in broad cut through with brand messages and invitation to experience more • High pressure and continuous coherent impact to ensure cut through vs. competitors Support TV with extra reach to cut through. Invite and excite to engage the target group. Share and amplify the best experiences and content • High impact formats • Contextual placements to amplify the message and relevance • Facilitate so sharing is easy Engage consumers around brand activation ideas to excite and encourage them to participate in the experiences • Special made content that fits the environment in social media • Amplify organic content to ensure reach Strong media to support activities if the message is complex and needs detailed explanation • Make sure the communication has the right message /story in a relevant editorial environment Encourage consumers to engage with the brand through integrated radio partnerships • Evaluate if there is a great match between the radio show and the experience that we would like to engage the consumers around • Emotional and rational impacts • Identify relevant contactpoints with high brand relevance Create qualified awareness
- 41. PRELIMINARY CONSIDERATIONS – THE ROLE OF EACH CONTACT POINT Role Message CTA Destination Format KPI Build qualified awareness to the network 1. Denmark’s strongest network (Test) 1. Try Denmark’s strongest network Free data SIM (proof) Retail 50 sec. TV spot 30 sec. TV spot Campaign Awareness (80 %) Build qualified awareness to the network 1. Denmark’s strongest network 2. Strongest regional/local network 1. Teknologisk Institut (proof) 2. Try Denmark’s strongest network Free data SIM (proof) website.dk mobil.website.dk/ Nat - 50 sec. TV spot Reg - 30 sec. TV spot Campaign Awareness (80 %) Build qualified Awareness to the network 1. Denmark’s strongest network 2. Strongest regional/local network 1. Teknologisk Institut (proof) 2. Try Denmark’s strongest network Free data SIM (proof) website.dk with local relevance TBD No. of interactions with brand Confirm national message in local context and drive interaction with proofs 1. Strongest regional/local network 1. Try application 2. Try Denmark’s strongest network Free data SIM (proof) mobil.website.dk/ Local relevance TBD No. of interactions with brand Confirm the national message in local context 1. Strongest regional network 1. Try e.g. Fyn’s strongest network Free data SIM (proof) Nearest physical store mobil.website.dk/ Adshel & Abribus 175 x 118,5 cm Regional awareness level (50 %) Build qualified awareness to the network with local relevance 1. Strongest regional network 1. Teknologisk Institut (proof) 2. Try e.g. Fyn’s strongest network Free data SIM (proof) Retail website.dk mobil.website.dk/ 1/1 Full page 1/2 Half page Regional awareness level (50 %) Confirm the national message in local context 1. Strongest regional network 1. Try e.g. Fyn’s strongest network Free data SIM (proof) Retail website.dk 50 sec. TV spot - TBD Regional awareness level (50 %) Increase credibility in message 1. Denmark’s strongest network (proof – Teknologisk institut) 1. Try Denmark’s strongest network Free data SIM (proof) Retail website.dk PR (radius) No. of articles National: Regional:
- 42. Exercise; ECO-model • Frame: ‒ Group of 2 and 2 ‒ 30 min ‒ Presentation in plenum • Identify a brand from Kindly’s client portfolio • For the two phases Consideration and Evaluation you should identify relevant platforms (two platforms per phase), set objectives per platform (one per platform) and create messages (one per platform)
- 43. Thanks a lot for your participation Contact: Martin Bille-Hansen Associated Professor Digital Marketing @Digital Concept Development // KEA mabh@kea.dk https://www.linkedin.com/in/martinbillehansen/