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Insight Presentation:

Beyond Reach:
Aligning with a Changing
Consumer Decision Journey
iMedia Conference presentation
March 8, 2011

CONFIDENTIAL AND PROPRIETARY


Any use of this material without specific permission of McKinsey & Company is strictly prohibited

Todays marketing
more, and more, and more

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Well, it is MORE! and it has to be NOW! Its not an incremental


change

Access NOW!:
When, where, and how they
want

Information NOW!:
To help them save, get the
best

Content NOW!:
To filter, control, and shape

Input and Empowerment


NOW!:
To share and feel recognized
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1. It starts with a complete story across the Customer Decision Journey

Evaluate

Bond
Buy

Consider

Advocate

Experience

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Most shopping journeys are rarely supported as an integrated loop

Evaluate

80% of use cases


broken across
brands in
Consumer
electronics, Fin
services,
Telecom

Bond
Buy

Consider
75% of
budget on
Consider
and Buy
across
categories

Advocate

Experience

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Key influence points often obscured by beliefs about channels in this


example, Amazon.com is most important Marketing touchpoint
Share of influence on purchase if
purchased in store (Percent)
100
Other
OOH
Offline conversion
4
Someones
home
Print media
TV ad

Digital
23

64
Amazon.com

In-store

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Inconsistent, rapidly scaling content required a serious supply chain


redesign are you also a multi-media company?

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In the store, needed to rebalance the shopper media controlled by the


retailer through smartphone access

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New customers immediately drawn into ongoing dialogue, fostering


reviews, advocacy, and direct, opt-in channel

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2. Turn data into content, content into data, and both into more of each

What
they
see
What you
know
about them,
personally

What
they say

What
they do
What you
learn about
the
community

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Data into content: aggregated competitor quotes are not only a service,
but also a strategic decision driver

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Content into data: thousands of conjoints per hour

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Comcasts social accessibility is turning service issues into advocacy


content

1.5+ MM
views

40-50 PR threats posted on blogs each day; Comcast


replies via phone or e-mail spurs new posts with
positive comments and led to removal of sites
bashing the brand

Monitors ~1,000 tweets per day to alert local systems


on real-time issues (e.g., outages) and warn call
centers about incoming volume
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3. Reconstruct the CDJ for your advantage:


distribute your presence, integrate the core, activate the engaged
Integrate with your
physical channels
Enable
commerc
e more
broadly

Turn every
transaction
into a
relationship

Build a presence
where the
discussions
happen

Engage in key
conversations

Help users
become rock
stars

Unleash
advocates

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Radical changes as designers and specifiers move online


multiple opportunities for feedback loops and shaping the decision
journey
Professional
society
websites

Spec sheets, IES files, etc. in resources section


Publish unbiased news on trends, host webinars

Social media
sites

Support discussion with expert commentary

Online
discussions

Respond directly to comments and questions


Track discussion topics to identify trends

News and
update
websites

Syndicate our news and host blog from in-house


expert

Inspirational
websites

Provide examples of ground-breaking lighting design


Showcase designs & designers we like

Useful affiliate
websites

Imbed images and case studies within Flickr groups


Create specific group that includes inspirational photos
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Customers as channels:
image search sites are emerging as new sources of inspiration

More and more Im using


digital shots. Theyre
easier to slot into my
presentations.
Specifier

I go to manufacturer sites
and Google for images. Its
important to see how
people are using these
products.
Designer

Now placing own


images within Flickr
lighting groups

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Web site transformed into dynamic, customer-fed engine backed up with


new inside sales group using phone and social tools
FROM . . .

. . . To

Online catalog of marketing and


technical materials

Customer-fed, impactful stories


linked to tools and connections

CUSTOMER

Case studies

Product catalog

1. Case studies
(fed by clients)

CUSTOMER
4. Click to chat

Photometric data

Request info

3. Photometric data

2. Product
catalog
(ranked by
clients)
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To be where customers need them, they syndicated specs into key CAD
programs and have built an advantaged position
ONL Architects used Autodesk 3Ds Max
design software for CET Budapest

Lighting
specs and
tools
embedded in
others
drawing
applications

SOURCE: Press search; CET Budapest

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Support for distributors and other app builders expanded points of


contact

An engine that
serves data and
content into
distributors
sites and apps

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More than alignment:


a virtuous cycle of data, content, opt-in access, and advocacy

Evaluate

Bond
Buy

Consider

Advocate

Experience

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Summary questions

Are your marketing plans focused


on push, or on shaping the CDJ?

you have plans and budgets


2 Do
for new roles, such as content,
software, and product meta-data
mgmt?

Do you know which


battlegrounds to co-opt?

you building the


4 Are
virtuous loops to fuel data
and content?
your marketing
5 Does
organization reflect new roles
and goals?
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David C. Edelman
Global Co-Leader,
Digital Marketing Strategy
Practice
david_edelman@mckinsey.co
m

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