Prof. Romana Andò

October 10th 2016

key-words

More time spent online across multiple screens

More choices for how and when accessing content

More opportunities to search (and find) information

More opportunities to interact with others

More opportunities to engage with the content

More opportunities for consuming and shopping experience

Digital device

Empowerment

Millennials, also called Generation Y, are a vital component in the evolution of social media becoming a source of product information. Having grown up socializing and making purchases online, this generation’s savvy usage of social media will continue to grow along with their discretionary income. Computers and mobile devices are commonplace tools for Millennials.

Evidence shows that Millennials often look to peers for purchase-related information and this information seeking behavior is facilitated by their digital connectedness (iPerceptions, 2006).

In fact, Millennials access digital media on a daily basis and have the ability to communicate and purchase from a supplier anywhere in the world.

Due to their familiarity and usage of digital media, they are a driving force of online communications. The Internet, social media, and inter-active technologies are empowering Millennials to be more active in the promotion and advancement of products and brands

https://www.mni.com/assets/millennial

s.pdf

Consumers can take advantage of a permanently accessible media system – as the web definitely is.

The web becomes a new experiential environment, a free community where the contents are constantly changed and re-changed, mixed and re-mixed, mediated and re-mediated in a constant mash up of data and ideas (but also trend and styles).

The internet is generally social (networked), democratic, creative and imaginative, open and free.

Digital technologies are changing consumer behaviour and enabling the creation of a credible, consumer-led information cycle.

Digital consumers actively are seeking and sharing e-WOM through SNS to aid their own and others’ purchasing journeys, and are leveraging their online interpersonal networks for brand guidance and recommendations.

As consumers share their experiences online, the e-WOM becomes available to other consumers either through interpersonal connections, searchable results or suggestions.

http://www.globalwebindex.net/blog/top-10-reasons-for-using-social-media

Digitally empowered consumers actively search online for brand and market information ahead of making purchase decisions. They actively are evolving their problem recognition in light of the new information and are influenced heavily by e-WOM recommendations. Those interactions constitute new “Moments of Truth” (MOT) between brands and consumers that are not accounted for in traditional decision-making models.

Moments of truth (MOT) are instances of contact between a customer and a brand that gives the customer an opportunity to form an impression about the brand. They are crucial instances in which a brand encounter intrigues, delights, or disinterests potential customers

(Moran et Al. Journal of Advertising Research, 54 (2): 200-204)

(Moran et Al. Journal of Advertising Research, 54 (2): 200-204)

Every time a customer contacts the organisation or its representatives, there is an opportunity for a customer “moment of truth”.

These “moments of truth” are opportunities for the organisation to make a good or bad impression on the customer and are key moments in the customer journey.

While search has long been useful to help with quick tasks like looking up a dinner recipe, it's also widely used to make progress on long-term projects. In fact, 68% of people used search to help with things they want to address at some point in the future, the highest of any other online or offline source.

And those searches for future needs largely happen on mobile with 97% of people searching on a mobile phone to do so.

https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html

Key-words

The customer journey is the complete sum of experiences that customers go through when interacting with a company and brand.

Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.

In some moments, we’re very open to the influence of brands. These are the moments when we want help informing our choices or making decisions.

For marketers, these moments are an open invitation to engage. And they’re the moments you have to be ready for.

At Google, we call these micro-moments. They’re the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now.

These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy.

https://www.thinkwithgoogle.com/micromoments/intro.html

https://www.thinkwithgoogle.com/articles/purchase-decision-mobile-growth.html

http://storage.googleapis.com/think/docs/twg-fashion-trends-2016.pdf

https://www.thinkwithgoogle.com/collections/shopping-micro-moments-guide.html

https://www.thinkwithgoogle.com/interviews/rebecca-minkoff-empowers-millennial-shoppers.html

https://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html

Key-words

A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.

A customer journey map takes many forms but typically appears as some type of infographic. Whatever its form, the goal is the same: to teach organizations more about their customers.

https://www.thinkwithgoogle.com/articles/consumer-journey-path-to-purchase.html