NewsCorp Manager Workshop
Agenda
• Importance of the consumer decision making journey
– The new decision journey
– Matching products to the purchase funnel exercise
• Digital landscape
– Value by product
– Articulating the value exercise
• Presenting the digital solution
– Present a real- life solution
– Overcoming objections exercise
Importance of the
Consumer Decision Making Journey
Traditional phases of the
consumer decision making journey
Definition: illustrates the
typical consumer activities
that result in the purchase
process of a product or
service.
• Awareness- become aware
• Consideration- express interest
• Intent- show intent, narrow choices
• Purchase- make purchase
• Loyalty- repeat purchase
• Advocacy- share, positive reviews,
recommendations
The consumer decision making journey is
no longer linear
5
Why is it no longer linear?
Shoppers today are able to process an enormous amount of
information. They use twice as many sources to arrive at a decision
and use each source almost twice as heavily as in the past.
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
Why is it no longer linear?
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
Why is it no longer linear?
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
ZMOT within the decision journey
ZMOT is more complex than marketers think.
ZMOT’s happen along each step of the consumer journey, from awareness to advocacy. Most happen off the desktop.
“Help me find a
nearby store.”
Wayfinding
“Help me figure out
which product is
right for me.”
Educational
Browsing
“Show me how this
product measures up
to similar ones from
other brands.”
Comparative
Shopping
“Can I get a deal
on this
purchase?”
Deal seeking
“Where can I get an
accessory.”
Incremental
Purchases
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
“Check out this
great new product I
bought- I think you
would love it too!”
Social Sharing
Consumer decision making journey: media’s
role
• Align each media/ product to the buying cycle
• Select which phase the media/ product influences
the most- mark a 1 in the box
• Select which phase the media/
product influences second- mark
a 2 in thebox
• We will walk through traditional
media and digital media
• Let’s discuss as we go along.
Consumer buying cycle:
media’s role
Consumer buying cycle:
media’s role
Consumer buying cycle:
media’s role
Digital Landscape:
Articulating the Value
The digital landscape: display
The digital landscape:
why display?
• Reach
– Leverage sites that have a broad reach
• Engagement
– Time spent on a website makes the ad more effective
• Targeting
– Get in front of a user based on who they are, where
they’re located and what they are interested in
• Creative
– Emotional and logical appeal
The digital landscape: search
The digital landscape:
why PPC?
PPC is like renting ad space on
Google: as long as you pay
Google rent, your ad will be
visible.
• Attract motivated buyers actively
searching for products/services
• Know who is coming, where they are
coming from, what they do when they
get there. (Track phone calls and emails)
• PPC allows advertiser to target ideal
clients geographically and by the search
terms they are using to find advertiser’s
products/service.
• Keywords and focus can change based
on analytics and actions.
[ SEARH ENGINE MARKETING ]
The digital landscape: social
http://www.youtube.com/watch?NR=1&v=GYVz9e0ao8Y
The digital landscape:
why social?
• High Engagement
– 64% of Facebook Users have become a fan of at least 1 page
– 90% of users trust peer reviews
• 77% use blogs to influence purchasing decisions
• Strengthen customer retention and average value
• News and information that is Important to You
The digital landscape: mobile
The digital landscape: articulating the value
• Complete the features section:
this may include how it works,
the “sizzle” factor
• Complete the benefit section:
this should be solely focused on
the value to the advertiser
• Share out with the group
Presenting the
Digital Solution
Presenting the digital solution
• Break into pairs of two
• Each person will present their solution to the
other in their pair
• We will walk around the room
to advise
• Someone will be asked to
present to the group
24
Overcoming objections from your sales
teams
• My client is currently running PPC with a competitor and says
they’re happy with the results. Why should I convince them to
switch to us?
• I do not understand why I should sell digital when it is less
money than print- I do not see the value.
• I have pitched digital before, my client is not returning my calls
and I do not think they want it.
• They cannot run both print and online- which one would you
choose?
• My client does not pay a management fee for search with
ReachLocal and they are getting a a $5 CPM for display.
• My client cannot afford to run at the minimum impressions
levels.
Manager Workshop:
Key Takeaways
Key takeaways
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What were your a-ha moments over the last 2 hours?
What will you do differently in your 1:1s?
What will you do differently in the field?
What will you do differently when pitching proposals?
What else, in general will you do differently?
THANK YOU!