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Buying Journey

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How do people buy today? This SlideShare brings you though the buying journey.

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Buying Journey

  1. 1. Todd Ebert, Chief Marketing Officer HOW DO PEOPLE BUY TODAY?
  2. 2. AGENDA • Digital Changed Everything • B2C Buying Journey • B2B Buying Journey • Digital Advertising Influences the Journey
  3. 3. How much time do YOU spend online a day? Daily Media Consumption Online 7.6 Hours Offline 7.0 Hours 23% 28% @ 6% 24% 1% Search Email / IM Surf Content Surf Social Media Online Shopping 19% Surf Video @ 49% of digital media consumption is through mobile devices
  4. 4. Consider the last time you needed a new car, braces for your kids, or even something as simple as a restaurant for date night. What did you do? How do YOU buy something today? Search on Google or Bing to see which businesses showed up for a service you need? Ask for a recommendation from friends on Facebook? Check reviews on Yelp, Google, or another directory site? Compare the websites of a few different businesses to help make your choice? See a display ad that jogged your memory about a brand you were already considering? Use your mobile phone to search for a product’s price while in the store? See a display ads that made you aware of a product or brand you weren’t familiar with?
  5. 5. If businesses are not visible online when people are doing their homework, believe me, they’ll find others who are. -- Jim Lecinski, Managing Director, Google Why does it matter?
  6. 6. Google’s Zero Moment of Truth by Jim Lecinski Click to Get Full Google ZMOT Ebook
  7. 7. B2C Buying Journey
  8. 8. The Customer is in Control! Before ever contacting a business they… Search Use mobile phones to instantly research products and services anytime, anywhere. Surf See ads on every site and form impressions of businesses and products. Socialize Share buying experiences with hundreds, even thousands, of others in an instant.
  9. 9. Have a need or want and research the potential solutions online Identify some brands for consideration and contact a few of them Research reputation and price online then buy the best option Share their experience on social and review sites No need, unaware of most brands Do you ROBO? Research Online Buy Offline Simple Version of the Consumer Buying Process
  10. 10. Every tactic cuts down the entire funnel – for example consumers see ads at the beginning, middle and end of their buying journey What Influences Buying Decisions?
  11. 11. Customers start and stop the process over time and are influenced by many different types of advertising & content at every stage. The Journey is Not a Straight Path
  12. 12. Low Cost Need Water Heater Repair Cindy’s hot water heater is broken so she has to find a good plumber fast. She does a quick search on Google and clicks on the search ads for brands that she knows after years of hearing their radio and TV ads. After that she checks their websites and reviews and then calls a few to check availability and price. DISCOVER CONSIDER BUY REVIEW / REPEAT
  13. 13. High Cost Want Kitchen Remodel Mary has dreamed of remodeling her kitchen for nearly a year while waiting for her bonus. During that time she has seen many ads for local remodelers while casually surfing home improvement sites and magazines. Now she is ready to find a remodeler to do the job but wants to make sure she gets a high-quality builder who will do the job right. DISCOVER CONSIDER BUY REVIEW / REPEAT
  14. 14. B2B Buying Journey
  15. 15. B2B Buying: How is it Different from the Consumer Journey?
  16. 16. • Business professionals plan ahead – buying is planned and budgeted as part of their job, emotion plays less of a role • Longer, more complex process – high cost products require more time to research solutions and evaluate multiple vendors – wrong decisions are very costly to the business and the buyer’s career • Additional information available – associations, buyers guides, industry news briefs, blogs, research reports, user reviews, etc. The B2B Buying Journey
  17. 17. Who is involved in the decision for a major purchase? Decision Makers Influencers Users Users of the Solution • Often identify the need for a new solution • Can torpedo a decision if not involved Influencers • Colleagues in other departments • Industry analysts outside the co. Decision Makers • The buyer • The buyer’s boss • The buyer’s CFO
  18. 18. How far along the journey before talking with a Sales person?
  19. 19. The Buyer is Now in Control of the Journey *Source: Sales & Marketing Management, March 2015 Unaware Aware Explore Consider Evaluate Purchase Renew Advocate Time Buyers complete 70% of the journey prior to making contact*
  20. 20. How can a business influence their customers buying journey? Unaware Aware Research Consider Evaluate Purchase Renew Advocate Time Before they are looking? During their research? Through the RFP process? After they become a customer?
  21. 21. BRAND Search Tradeshow Website Email Association Display Search Demo Reputation Email Re-Targeting Display Account Service Training Content Loyalty Program Display PRODUCT @ @ Unaware Aware Research Consider Evaluate Purchase Renew Advocate Time B2B Marketers Use Many Tactics Across The Journey Blog/Social Tradeshow Print Direct Mail Association Display
  22. 22. BRAND Search Tradeshow Website Email Association Display Search Demo Reputation Email Re-Targeting Display Account Service Training Content Loyalty Program Display PRODUCT @ @ Unaware Aware Research Consider Evaluate Purchase Renew Advocate Time Blog/Social Tradeshow Print Direct Mail Association Display But they need Display Advertising because it… • Is the fastest and most cost-effective tactic for awareness • Captures more mind share than organic search or social • Influences buyers across every step of the journey • Powers brand lift for all marketing tactics B2B Marketers Use Many Tactics Across The Journey
  23. 23. Digital Advertising Influences the Journey
  24. 24. OWNED MEDIA Website Blog Social Pages Email Three Pillars of Digital Marketing Work Together to Influence Decisions EARNED MEDIA PR Mentions Social Shares Reviews • It’s the most cost-effective tactic for increasing your awareness and preference with prospects • It captures more mind share and site traffic than organic search results or social posts which are seen a fraction of the time • It powers brand lift across all your marketing tactics, e.g. higher CTR on search results, increased email open rates, higher social media likes/shares, etc. Digital advertising is critical to your strategyPAID MEDIA Display Retargeting Search Social
  25. 25. Display Influences Buyers Across the Entire Journey Unaware Aware Research Consider Evaluate Purchase Renew Advocate Time Persona TargetingAssociation Website Association News Brief A Behavioral TargetingAssociation Buyers Guide Site RetargetingAssociation RetargetingA CRM Data Targeting
  26. 26. The Right Creative for Each Stage of the Buyer Journey Unaware Aware Research Consider Evaluate Purchase Renew Advocate Time Keep your brand top-of- mind with website visitors who don’t convert and remind them to come back Drive awareness and engagement with prospects researching your products and services Create brand awareness with a highly defined audience of decision- makers and influencers Brief / Web / Persona HD Buyers Guide / Behavioral Assoc. HD / Retargeting
  27. 27. What’s YOUR buying journey story? Write out the journey for a customer you work with. Ask your prospects about the buying journey their customers take and how to reach them at each step.
  28. 28. Additional Resources Read about the digital buying journey on my blog here
  29. 29. TO DD EBERT @ToddEbert THANK YOU!

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