This is a recap of the 2nd session that I attended at CETW. It was a great session brought to us by Aramark. They really dove into the old & new “consumer” and the “journey” that a consumer takes when purchasing something. Obviously, the way that brands touch them along that journey is critical and complicated, particularly with the introduction of so many new channels and touchpoints (more on that below). The speakers were:
George Yunis, Sr. Director, Creative Services, ARAMARK Strategic Assets
Going to talk to you guys today about communication & environment. And we’ll begin with the idea of the connected consumer – expectations are greater than they’ve ever been. Media consume, the way they consume it, etc..
The evolution: the traditional consumer > the online consumer > the connected consumer
The standard marketing funnel – a linear one – is not the case anymore, with today’s connected consumer. The way they make decisions has fundamentally changed. See the difference between that and McKenzey’s new decision journey:
It’s circular, based on decision stages, however, missing a couple of things (see Brian Solis below). Particularly, post-purchase experience, the most critical part of the journey, particularly with the open web, social media now.
Brian Solis – adds more dimension to the McKenzey model:
Formulation > Pre-Commerce > Commerce > Post-Commerce
Awareness > Attention > Trigger > Evaluation > Decision > Experience > Enjoy > Loyalty > Bond
There’s an influence loop that can’t be ignored
At Aramark, when mapping the path to purchase, we look at all of the Consumer Decision Stages (Active Evaluation, Moment of Purchase, Post Purchase)
At Aramark, we plan horizontally and vertically
If the experience that a consumer experiences online is different from the experience they get when they go into a store to buy the product (or somewhere else in the real world), there is a huge disconnect for the consumer. And they tell people about it.
Difference between channels & platforms:
Channels – platform based
Touchpoints – can be part of a channel or something entirely different (think offline at an event or something)
Everything maps back to Experience.
This is the new way – Integrated, Convergent, Connected Consumers