IMS418 Nintendo PDF

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Dr. Platt Nintendo Switch marketing opportunities...

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Madeline Graul Dr. Platt IMS 418 9/12/19 Consider the Nintendo Switch (the handheld game console - https://www.nintendo.com/switch/ (Links to an external site.)) 1. Develop a description of the CDJ's main elements for the Switch and identify opportunity for a digital marketer at each point in the framework. The first step in the consumer decision journey is the initial consideration to purchase the product. This step relies on brand loyalty and awareness. When people consider buying something, they have certain brands in mind to begin with. In the case of the Nintendo Switch, the initial consideration comes from Nintendo being a well-known and well-liked brand. The opportunity for the digital marketer is to create content for Nintendo social media feeds because the people that follow those are already aware of the brand and will then become aware of the Switch itself. The second element in the CDJ is the active evaluation. Here, consumers consider all brands that have the product they are looking for and then narrow down their options to the one they will eventually purchase. This is where the consumer shops around. In regard to the Nintendo Switch, the consumer will go to other brands like Play Station, Xbox and other similar brands to assess which works best for them. The opportunity for the digital marketer here is to assess internet information social media sites such as Reddit and Quora and answer any questions that consumers may have about the decision of purchase of a handheld gaming device. The third piece of the CDJ is the moment of purchase. In this phase the consumer makes a decision about which brand to go with and buys the product. After finally making the decision to choose the Nintendo Switch over other similar products, the consumer goes in store to buy the Switch. In this phase, it is important that the packaging, and interaction with sales people are extremely seamless and attractive to start the post purchase experience off on the right foot. A digital marketer has the opportunity to reach out to the customer via email in order to get a review on how their in-store experience was. The final phase of the CDJ is the post purchase experience. The work has just begun for a marketer after point of purchase because the goal is to induce brand loyalty so that the next product they buy is also from Nintendo. After buying a Nintendo Switch, a marketer has to provide lots of areas for positive feedback because of the consumer-based marketing in which the consumer provides the marketing for you and also builds their own loyalty. 2. Do the same thing for each moment of truth discussed in the reading. The zero moment of truth for the Nintendo Switch would be when a consumer hears or reads about the product online or through word-of- mouth from friends or family. They research the product, but never see or feel it in person and their stimulus has gone off. For the Nintendo Switch, the ZMOT would be when the consumer is on the Nintendo website looking at the product and reading about it. The digital marketer has the opportunity to use this data and create ad’s for this person to show up on other sites. The first moment of truth is when the consumer

finally is in store with the product in their hands and has their first experience with the Nintendo Switch. Next, the Actual Moment of Truth is the time between the ordering of a product and the receiving of the product. Does the consumer interact with the brand during this waiting period? It is important to quickly get the product to the consumer in order to keep them happy. For Nintendo Switch, the consumer might buy games ahead of time which is an opportunity for the digital marketer to promote any games they might be interested in. In the second moment of truth, the consumer would be playing games on the Switch and using it to see if it fits their needs. After the second moment of truth the digital marketer has the opportunity to follow up with the consumer once they have experience with the product. They can do this by offering surveys or reviews in exchange for something that can further benefit their Nintendo switch experience. The third moment of truth is when there is a discussion about the brand between family and friends. The consumer talks about Nintendo with family members in order to tell others about their great experience with the product and services of the Nintendo brand. The digital marketer can send emails or use social media to promote their brand with any awards or great reviews given by previous customers. The last moment of truth is called the micromoments. This is the space between all the other moments that induces the need for more information, the need to experience the product and use it, and then finally the need to buy the product. The digital marketer can use this opportunity to show an ad for the Nintendo store when the consumer is near one to further induce their want to shop that brand....