The main message of the report is a simple statement. “Marketing is no longer a funnel type decision making process, but rather a circle type.” The link between consumers and marketers is becoming more complex. The marketer is not able to reach as many people through simple radio and television ads any longer. The article suggest that the internet has become the largest influencer in the decision making process. Consumers and more likely to make decisions based on ‘real’ consumer reviews as compared to marketing messages seen on television or heard across the waves of the radio.
As we look into the traditional ‘funnel’ type decision making journey, we see a symmetrical line between exploration of data to the decision and post-purchase activity. The article states this is no longer the case. During the decision making process the exploration of data factor has expanded beyond the control of the marketer. The internet has allowed individual customers to voice their opinions on the product, potentially making them influencers to other future consumers. Marketers can make and entrance to the consideration set while the decision is in the process of being made. This goes against previous understanding of the decision making process. It was assumed that once the consideration set has been established, sellers would be eliminated though the process. Now, making a splash into the consideration set can happen at any point in the consumer decision process or what’s called the active evaluation. This process is active until the point of purchase.
Through the post purchase experience, it is important for a marketer to get involved with the consumer. In this process, the marketer works to attain the loyalty of the consumer and keep them what the article refers to as the ‘loyalty loop.’ There are many ways to get consumers in to the loop. It must involve communication between the consumer and the marketer. By providing this type of interaction, the marketer can better understand the consumer’s wants/needs to better the product and expand its market.
By keeping the consumer in the loyalty loop, the article suggests it automatically places the brand back into the consideration set with better priority leading to another purchase by the consumer. If the loyalty loop leads to another purchase, and that product also provides great feedback and support through the post purchase process, that consumer is thought to engage in Word of Mouth marketing for the marketer. This concept has been around for years, and is thought to be more important than ever these days. It is important for marketers to focus an effort toward the consumer in the post purchase process to make sure the consumer engages future consumers. This concept can and will convince people to talk to their friends and family persuading them to consume in the product.
This leads into the types of loyalty. Passive loyalist is people which stay with one brand because they know the brand and do not care to explore the growing amount of choices. And Active loyalists consume the product as well as recommend the product. The objective of viral marketing is to make all brand loyalist active loyal consumers and keep them in the loop. It can be seen in the videos below.
http://www.youtube.com/watch?v=vj29qmLnBiE&feature=related
http://www.youtube.com/watch?v=X9pWWAGT5lw
Though the article, it seems McKinsey focus is to show marketers that it is no longer the pushing of product, but the interaction between producers and consumers that improves the likelihood of a purchase. McKinsey also stresses that an active process will better the chances of being the brand of choice. And the choice can be effected at any point in the decision making process. It is all about providing the information and the interaction of post purchase constantly. Neither one is more important than the other; both are needed to be a successful marketer.
No comments:
Post a Comment