Prof. Romana Andò

October 6th 2017

key-words

Scholars like Evans (2008) have demonstrated that not all consumers are "transmedia" or are interested in media surfing. Is "transmedia consumption" a property of new users? A characteristic of the digital native generation? Or a practice of a limited, hardcore group of consumers, for example, the fans of a narrative brand?

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

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

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.

We don’t go online.

We live online.

https://www.youtube.com/watch?v=cplXL-E1ioA

Moments

7:05am Text Jim

7:45am Check time

8:12am Read text from Jim

9:03am Send work email

1:23pm Post vacation photos

3:29pm Text Karen

5:38pm Take picture of traffic

5:40pm Post picture of traffic

Micro-moments

7:15am Find brunch place

7:53am Watch how-to fix bike chain video

8:59am Research vacation destinations

10:07am Read about best running shoes

1:23pm Watch mountain biking videos

5:38pm Look up mortgage rates

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.youtube.com/watch?v=J2UWJgjszPg

https://www.youtube.com/watch?v=QSmMDMuYZ9U

I-want-to-know

moments

66% of smartphone users

turn

to their phones to

look up

something they saw

in a

TV commercial

65% of online consumers

look up more

information

online now versus a

few years ago

I-want-to-go

moments

82% of smartphone

users use a search

engine when

looking for a local

business

I-want-to-do

moments

100M

+ hours of “how-to”

content have been

watched on

YouTube so far this

year

I-want-to-buy

moments

29% increase in mobile

conversion rates in

the past year

2X increase in “near

me” search

interest in the

past year

91% of smartphone users

turn

to their phones for

ideas

while doing a task

82% of smartphone

users

consult their

phones

while in a store

deciding

what to buy

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/articles/i-want-to-go-micro-moments.html

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

of

consumers

do research

before

entering a

store

of people say they

use multiple

screens for

everyday

activities, such as

booking a hotel or

shopping for

electronics

of smartphone

users turn to

their devices

to help them

make a

product

decision when

in stores

Digital drives

people

in store

Mobile is the

new shopping

assistant

People purchase

across screens

Micro-Moments:

Moments That Truly

Matter

Moments of Truth in

Customer Journey

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.

Moments of Truth How Customer Experience is changing

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)

Moram. G, Muzullec L., Eoghan M. (2014) “Consumer moments of truth in the digital context: How “search” and “E-Word of Mouth” can fuel consumer decision-making” Journal of Advertisig in Research, 54 (2): 200-204

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

Zero Moment of Truth

Second Moment of Truth

Third Moment of Truth

First Moment of Truth