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 1:40 - 2:00 Question & ● Answer 2
THE CONSUMER DECISION JOURNEY Understanding the Consumer Decision Journey for Improved Growth 3
Traditional Marketing 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. 4
Consumer Decision Journey - McKinsey & Company McKinsey & Company introduced the Consumer Decision Journey, which in our opinion accurately reflects how consumers interact with brands and make purchase decisions today. 5
The Consumer Decision Journey is a series of steps What is the every buyer steps through on their way to a Consumer purchase decision. Decision Understanding this journey will help you strategize Journey* and and budget your time and efforts to develop more why should I effective marketing and sales campaigns. care? Effectively communicating at each phase of the CDJ will ultimately increase sales and ROI. *McKinsey & Company . 6
Consumer Decision Journey CDJ Framework - McKinsey & Company . 7
“ 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. McKinsey & Company . 8
“ 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. Bleevit Interactive 9
Don’t attribute 100% of the ROI of a marketing Work the activity on the last interaction before purchase. entire journey! 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!!! 10
What can you do to increase the chances of being included in the Initial Consideration Set? 11
Initial Blogging ▪ Consideration Drip Campaigns/Email Marketing ▪ Social Media Set activities ▪ Events ▪ Public Relations ▪ eBooks & Offers ▪ Webinars ▪ Videos ▪ Retargeting & Google Display Network ▪ 12
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 13
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