The consumer decision journey
The consumer decision journey
A must-read article from the Harvard Business Review. Here's the summary:
"Marketers commonly think of consumers’ purchase decisions in terms of a funnel: customers start with many product options and systematically narrow in on a decision, based partly on marketing messages directed at them. But a more sophisticated approach is required to help marketers navigate today’s environment, with its proliferation of digital channels and increasingly discerning, well-informed consumers. This new consumer decision-making process is less linear and more complicated than the funnel suggests and must be understood by marketers if they are to reach customers not only at the right place and time but with the right message".
The article includes a narrated interactive explaining the consumer decision journey.
Action points are:
Aligning your message - companies need to ensure their marketing activities are aligned with how consumers buy their products. For example, in many categories consumers do not make their final purchase decision until they are in-store so ensuring packaging is both attractive and informative is critical
Consumer versus customer-driven touchpoints - when actively evaluating which products/brands to buy, consumers are increasingly relying on 'consumer-driven touchpoints' such as word of mouth, internet testimonials and others' post-purchase experience. Companies need to find new ways for consumers to develop conversations about their brands
Thursday, 25 June 2009 10:05