2011 03 IMBrand InsightPresentationBeyondReach

Insight Presentation:Beyond Reach: Aligning with a Changing Consumer Decision Journey

March 8, 2011iMedia Conference presentation

CONFIDENTIAL AND PROPRIETARYAny use of this material without specific permission of McKinsey & Company is strictly prohibited

McKinsey & Company 1|

Todays marketingmore, and more, and more


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


Evaluate

Buy

Experience

Bond

Advocate

Consider

1. It starts with a complete story across the Customer Decision Journey


Most shopping journeys are rarely supported as an integrated loop

Evaluate

Buy

Experience

Bond

Advocate

Consider

80% of use cases broken across brands in Consumer electronics, Fin services, Telecom

75% of budget on Considerand Buy

across categories


Key influence points often obscured by beliefs about channels in this example, Amazon.com is most important Marketing touchpoint

Amazon.com64

4

100

23

Other OOH

In-store

Digital

TV ad

Print media

Share of influence on purchase if purchased in store (Percent)

Offline conversionSomeones

home


Inconsistent, rapidly scaling content required a serious supply chainredesign are you also a multi-media company?


In the store, needed to rebalance the shopper media controlled by the retailer through smartphone access


New customers immediately drawn into ongoing dialogue, fosteringreviews, advocacy, and direct, opt-in channel


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

Whatthey do

What you learn about the community

What you know

about them, personally

What they see

Whatthey say


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


Content into data: thousands of conjoints per hour


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


3. Reconstruct the CDJ for your advantage: distribute your presence, integrate the core, activate the engaged

Integrate with your physical channels

Turn every transaction into a relationship

Help users become rock stars

Unleash advocates

Engage in key conversations

Enable commerc

e more broadly

Build a presence where the

discussions happen


Radical changes as designers and specifiers move online multiple opportunities for feedback loops and shaping the decision journey

Spec sheets, IES files, etc. in resources section Publish unbiased news on trends, host webinars

Professional society websites

Support discussion with expert commentarySocial media sites

Respond directly to comments and questions Track discussion topics to identify trendsOnline discussions

Syndicate our news and host blog from in-house expert

News and update websites

Provide examples of ground-breaking lighting design Showcase designs & designers we likeInspirational

websites

Imbed images and case studies within Flickr groups Create specific group that includes inspirational photos

Useful affiliate websites


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


Web site transformed into dynamic, customer-fed engine backed up with new inside sales group using phone and social tools

Online catalog of marketing and technical materials

Case studies Product catalog

Photometric data Request info

CUSTOMER

FROM . . .

Customer-fed, impactful stories linked to tools and connections

1. Case studies (fed by clients)

2. Product catalog(ranked by clients)3. Photometric data

4. Click to chat

CUSTOMER

. . . To


To be where customers need them, they syndicated specs into key CAD programs and have built an advantaged position

Lighting specs and tools embedded in othersdrawing applications

ONL Architects used Autodesk 3Ds Max design software for CET Budapest

SOURCE: Press search; CET Budapest


Support for distributors and other app builders expanded points of contact

An engine that serves data and content into distributorssites and apps


More than alignment:a virtuous cycle of data, content, opt-in access, and advocacy

Evaluate

Buy

Experience

Bond

Advocate

Consider


Summary questions

1 Are your marketing plans focused on push, or on shaping the CDJ? 2 Do you have plans and budgets for new roles, such as content,

software, and product meta-data mgmt?

3 Do you know which battlegrounds to co-opt?4 Are you building the virtuous loops to fuel data

and content?

5 Does your marketing organization reflect new roles and goals?


David C. EdelmanGlobal Co-Leader,Digital Marketing Strategy [email protected]

2011 03 IMBrand InsightPresentationBeyondReach

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