2. Internet.
It’s not about e- commerce or websites or technology.
It’s about changed behavior.

3. Change in our way to
locate a place

4. 1990 2000 2010
Change in our way to find information

5. Suppose you have to buy a Refrigerator and
you knew nothing about them..

6. This is how you would come to a
decision.

7. Supplier
Problem
Solution
Product
1995
Went to a
retailer nearby
I explained my
problem to the
sales guy
He suggested 3
brands of
Refrigerators that
fitted my needs
I choose the
brand that best
fitted my needs
and feelings.

8. Problem
Solution
Product
Supplier
2015
I read reviews,
descriptions, social info
by experts and people
like me
I started with
Googling my
problem
I chose the brand
that best fitted
my needs and
feelings based on
that information
Then I decided
where to buy it,
based on a mix of
price, convenience
and service

9. Decision journey for
consumers has changed and
this change is global

10. R.I.P
The Marketing
Funnel
is
Dead

11. •The traditional marketing
funnel is losing its relevance
•Consumers no longer follow
the linear path to achieve
their moment of purchase.
•Technology is influencing
each stage of the consumer
decision journey like never
before
•The rise of social, mobility
and analytics has created new
avenues / multiple touch
points for brands to connect
with consumers

12. According to a survey by
The Economist

13. Customers now are
also often actively
engaged with the
brand — and their
friends and peers
— after they’ve
bought the product
or service using
social media and
the Web.

14. Shoppers are shopping in a different way
that requires companies to change how
they think about and interact with their
customers
Percentage companies admit they have limited to no
understanding on how their customers interact with
them digitally

15. You are spending your money in all
the wrong places
Up to 90%of spend goes to
advertising and retail promotions.
Yet the single most
powerful impetus to buy is often
someone else’s advocacy.

16. In 2009 a new journey was indentified
by

17. The four distinct phases of the
CONSUMER DECISION JOURNEY
•Consider
•Evaluate
•Buy
And the post-purchase phase,
•Enjoy, Advocate, Bond
Offer a vast array of touch points at which consumers can be influenced

19. 1.
4.
3.
2.

20. More than 60%
of consumers of facial skin care products,
McKinsey colleagues found, conduct
online
research about the products after
purchase—
A touch point entirely missing from the
funnel.

21. Most points of influence are outside the
control of the brand, such as tweets,
product reviews,
personal recommendations, blogs,
and so on.

22. The coolest banner ads, best search
buys, and hottest viral videos may win consideration for a
brand, but if the product gets weak reviews—or,
worse, isn’t even discussed online—it’s unlikely to survive
the winnowing process.

23. Companies, therefore, must be prepared to
identify which touch points
they can continue to affect if they want to
win and retain customers.

24. What is a consumer
touch point?

25. Customer Touch points are your
brand's points of customer contact,
from start to finish.
For example, customers may find your
business online or in an ad, see ratings
and reviews, visit your website, shop
at your retail store, or contact
your customer service.

26. Insights into
The Indian Market

27. leverages
Social media
as a
Touch point

29. Personalized Names on cups
triggersconsumers to click pictures
of them and post them on Social media
such as Instagram

30. Yebhi.com, has
launched Virtual
Storesacross Café
Coffee Days where
customers can buy
products from a virtual
wall using QR bar
codes.
They have started with
30 Virtual Stores across
two cities – Delhi and
Bangalore
This can emerge as
anew consumer touch
point.

31. So don’t just build a
Great product
Build triggers in your
product…

32. Thank you
Sir,
For the
wonderful
Internship
experience