Touch Points of Marketing (Team Carlos)

The main message of this report is to show the process of the consumer decision-making process and the steps it takes people to actually buy a product. One of the ways McKinsey talks about this process is through a “funnel” metaphor, in which “a consumer starts with a number of potential brands in mind (the wide end of the tunnel), marketing is then directed at them as they methodically reduce that number and move through the tunnel” (McKinsey 1). He says however though, the funnel metaphor is basically out of date and that marketers need to go about reaching consumers in a different way.

One approach proposed by McKinsey is the consumer decision journey. Since there has been a shift away from one-way communication, he needed to find a better way to meet consumer needs and control word-of-mouth. He says that instead of the process being a funnel, it is actually more of a circular pattern. This includes four steps of initial consideration, active evaluation, when the consumer buys the product, and postpurchase.

Another approach would be that consumers outreach to marketers has become more important that marketers outreach to consumers. Often times the marketer would try to push the product at certain stages of the decision making process but most times they didn’t catch the consumer at the right times of the process. Instead of having products pushed at them, consumers are now pulling information that is going to help them decide. It said that “two-thirds of the touch points during the active-evaluation phase involve consumer driven marketing activities, such as Internet reviews and word of mouth” (McKinsey 5).

The next approach would be to win the in store battle. His research found that the consumers hold off on the final purchase decision until they are in the store. They do this because they want to interact with the product they are about to buy before they purchase it. He states that in store touch points, which include packaging, shelf positioning, fixtures, and informative signs, provides an opportunity for brands.

McKinsey report talks about two different types of loyalty. There is the active loyalist, which have strong brand loyalty and also recommend the product to others. The other type is a passive loyalist, which stays with a brand but are not necessary committed to just that brand and are would be willing to change at any moment. Therefor marketers should gear more towards marketing to the active loyalist by focusing on new touch points.

I would have to say that one of the main suggestions of the report is to focus on the touch points of the consumers. Knowing when, how, and who to market the product. It’s not all about the one-way conversation anymore. Marketers need to be more interactive with their consumers than they are and build more active loyalist than passive. It is all about being at the right place at the right time.