Imc report －customer decision journey & touch points

Customer Decision Journey & Touch Points

A leading communications & brand consulting company since 2001 why = Wu + Huang + Yang = Wisdom + Humanity + Yes Taipei • Beijing • Shanghai • Hongkong • Tokyo

What is

Our team

Yang Yang Co-founder

Brent Wu Co-founder

Yun-Chi Huang Co-founder

Part 1

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

by David C. Edelman

Yang Yang Co-founder

2013

2005

Smartphones not only changed our lives, but also changed the marketing communications.

So when you buy a smartphone, what factors you consider most?

Factors Affecting Consumer Buying a Smartphonebrandpricescreen sizefashion

advertisingsales staffwaterproofpromotion

evaluationserviceefficacyappearance

5 Steps to Defining the CDJ

5 Steps to Defining the CDJ

1. Interview customers2. Gather publicly available data on

search activity and traffic patterns3. Purchase additional

multidimensional data, as needed4. Examine own site data5. Identify and analyze trends

ATTENTION

INTEREST

DESIRE

ACTION

But,Consumer has changed

2014 the State of Digital Marketing

2014 the State of Digital Marketing

2014 the State of Digital Marketing

Trend in theMarket

Where are the marketers investing now?

New roles for marketingin the digital age

Orchestrator

Publisher &Content Supply Chain

Manager

Marketplace Intelligence Leader

Does the CDJ need to change as well?

Part 2

Aligning with the Consumer Decision Journey

by David C. Edelman

Yun-Chi Huang Co-founder

Case study

CONSIDEREVALUATE

ADVOCATE

BOND

ENJOY

Let’s go back to SMARTPHONE

the CDJ of Smartphone

CONSIDER

EVALUATE

ADVOCATE

BOND

ENJOY BUY

THE LOYALTY LOOP

SHOW YOUR PHONE

Do you wanna another

Or another ?

Facebook Pollsamazon rate

Reviews,Recommendation

Likes, Comments,Shares

Experience Sharing: Unboxing on instagram & Facebook

about Sumsung

三星電子是三星集團旗下的子公司，為全球及韓國最大的消費電子產品及電子元件製 造商之一，也是全球營收最高的電子工業公司之一。 美國福布斯雜誌公佈的全球2000大公司，三星電子位居全球排名第20名。三星同時也被該雜誌評為全球最有價值品牌第9強，為亞洲品牌中最高排名。

Troubles of Samsung

Low market share in Europe and America Lack of product innovation and USPLow customer loyalty Bad user experienceDecreasing profit

Why do we care about TOUCH POINTS?

Part 3

Brand-costomer Touch Points

Brent Wu Co-founder

品牌接觸點這個概念由前斯堪地那維亞航空總裁Jan Carlson提出，他發現在顧客

和公司之間的某些互動對於顧客下次是否會選擇SAS有非常重要的影響，他稱品牌

接觸點這個概念為「見證事實的時刻」。

TOUCHPOINTS

The touch-point concept suggests there are many kinds of brand messages besides MC messages, and that media are not the only means by which customers come in contact with a brand message.

What is Touch Point?

Impa

ct o

n cu

stom

er im

pres

sion

of b

rand

4 Basic Categories of Touch Points

HIGH

Company Created

HIGH

LOW

Intrinsic

Customer-Initiated

Unexpected

Ability to control and influence

Company Created

Intrinsic

CustomerInitiated

Unexpected

Let’s see a CAMPAIGN

Samsung Oscar Campaign

CampaignAD PR

PS

Ellen’s Oscar Selfie Most Retweeted Tweet Ever

DISCUSSION ASucceeded in creating touch point?

DISCUSSION BThe weakness of this campaign.

It is not the end,and we will come back

next week.See you all.