Consumer shopping infographic

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Consumer shopping infographic

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Are consumers making different purchases because they use their tablets, phones, PCs and the Internet or are they making the same decisions? They’re just coming to the same conclusion using......

Are consumers making different purchases because they use their tablets, phones, PCs and the Internet or are they making the same decisions? They’re just coming to the same conclusion using different pre-purchase information gathering and decision-making pathways?

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  • Media from all sources deliver messages to consumers with a mostly positive outcome. Some are very persuasive, others aren’t. Each of these messages moves the consumer along the purchase funnel and brand preference map to cause them to act in the marketplace, choosing any one of the competitive offerings.
  • There are 4 primary steps along the way to purchase: Information gathering where facts, sometimes mixed with emotions are generally obtained. Preferences are developed that are based on some rational, but mostly emotional considerations. Price shopping allows the consumer to trade-off their preferences for a purchase that fulfills their need and compensates them for the money they will pay. They make the purchase.
  • Peeling back the onion on the delivery of messages, consumers receive messages either in a passive way through interruptive media, such as, TV, digital and other sources. Depending on where the consumer lies on the purchase path they also actively seek out information to inform them as to rational and emotional attributes of the brand. The messages come through three primary dimensions: Mass, Direct & Digital; In-Store; and during and after Use/Consumption.
  • Marketers using only social and digital metrics mostly measure the direct response a consumer makes and ignores all other possible impressions received from other message sources.
  • Traditional models based on the outside of the cloud ignore any of the interactions within the cloud and have difficulty developing synergistic values between media and at different stages of the purchase process
  • Whether it’s for a B2B or Consumer market, these types of models are media centric and ignore the nuances of the interaction of the consumer taking place at each level of the purchase process
  • The process individuals go through in any given category or industry depends on the personas of the consumer. Some invest heavily in information gathering. Others make relatively uninformed purchased relying on the opinions of others. And yet other personas use online information sources while others employ more offline and face-to-face information gathering. Each of these personas balance the level of time and money invested in research and shopping, versus the quality/suitability of the offering, versus the weighing of other opinions at the purchase committee.
  • As marketing strategists we need to balance the things we can measure – at reasonable cost – and move from a media centric approach to a consumer centric approach

Transcript

  • 1. 1 That pesky little thing: Consumer purchase behavior and the impact of media Observations from an interested consumer and marketer ProRelevant BRAND ROI SERIES www.marketing-calculator.com
  • 2. 2 Tenets of consumer purchase behavior and the impact of media • Consumers receive messages from many sources • All messages drive value for the brand in terms of the purchase funnel and brand relevance • As always the path to purchase is not a straight line. It never has been. www.marketing-calculator.com
  • 3. 3 Information Gathering Price Shopping Consumers act in the marketplace in many ways Conversion Emotional Preference Building www.marketing-calculator.com
  • 4. 4 Passive Active Search Ask for advice • Digital/social • F2F Advertising Social/digital advertising News Information Gathering Price Shopping They receive messages from many sources, some actively and passively Conversion Webinars Events Emotional Preference Building MASS & DIRECT IN-STORE USE DIGITAL www.marketing-calculator.com
  • 5. 5 Passive Active Search Ask for advice • Digital/social • F2F Advertising Social/digital interactions News Digital/social measure direct pathways These are a major improvement yet miss many disconnected interaction points Conversion Webinars Events Information Gathering Price Shopping Emotional Preference Building MASS & DIRECT IN-STORE USE DIGITAL www.marketing-calculator.com
  • 6. 6 Passive Active Search Ask for advice • Digital/social • F2F Advertising Social/digital advertising News Other traditional methods measure only top-level connections These miss the nuances of varying levels of engagement at interim levels in the purchase process Conversion Webinars Events Information Gathering Price Shopping Emotional Preference Building MASS & DIRECT IN-STORE USE DIGITAL www.marketing-calculator.com
  • 7. 7 These are media-centric approaches They gloss over the true nuances of how consumers make purchase decisions (both B2B & B2C) www.marketing-calculator.com
  • 8. 8 Consumers engage with our and competitive marketing assets through many paths Web Social Retail Search Loyalty Call center www.marketing-calculator.com
  • 9. 9 Kids Young Seniors Middle aged Consumers have many different personas Each executes their purchase behavior in different ways Personas Balancing Discussion w/ others at purchase table www.marketing-calculator.com
  • 10. 10 Moving from a media centric to a consumer centric framework Social engagement & interaction Store traffic Search rank Click-thru Views/impressions Do all media lead to a positive response – yes, with very few exceptions Do all media also lead to response on competitive assets – yes, shopping requires consumers to gather information from our and competitive marketing assets, especially for highly considered purchases Do we have perfect information? – no. Especially consumer interactions with competitive marketing assets www.marketing-calculator.com
  • 11. 11 www.ProRelevant.com Marketing@ProRelevant.com Guy R. Powell Pres. ProRelevant www.Marketing-Calculator.com www.ROIofSocialMedia.com www.marketing-calculator.com