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P 1 That pesky little thing: Consumer purchase behavior and the impact of media Observations from an interested consumer and marketer ProRelevant BRAND ROI SERIES
| Date post: | 13-May-2015 |
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1
PThat pesky little thing:Consumer purchase behavior
and the impact of media
Observations from an interested consumer and marketer
ProRelevantBRAND ROI SERIES
2
PTenets 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.
3
P Information Gathering
Price Shopping
Consumers act in the marketplace in many ways
Conversion
Emotional Preference
Building
4
PPassive Active
Search
Ask for advice• Digital/social• F2F
Advertising
Social/digital advertising
News
SocialPRExperiential
DigitalSe
arch
Mar
keting
Past Use
Satisfaction
Loyalty
Inertia
Shelf visibility
Signage
Offers
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
Mass
5
PPPassive Active
Search
Ask for advice• Digital/social• F2F
Advertising
Social/digital interactions
News
SocialPRExperiential
DigitalSe
arch
Mar
keting
Past Use
Satisfaction
Loyalty
Inertia
Shelf visibility
Signage
Offers
Digital/social measure direct pathwaysThese 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
Mass
6
PPassive Active
Search
Ask for advice• Digital/social• F2F
Advertising
Social/digital advertising
News
SocialPRExperiential
DigitalSe
arch
Mar
keting
Past Use
Satisfaction
Loyalty
Inertia
Shelf visibility
Signage
Offers
Other traditional methods measure only top-level connectionsThese 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
Mass
7
PThese are media-centric approaches
They gloss over the true nuances of how consumers make purchase decisions (both B2B & B2C)
8
PConsumers engage with our and competitive marketing
assets through many pathsWeb
Social
Retail
Search
Loyalty
Call center
9
PKids Young
Seniors Middle aged
Consumers have many different personasEach executes their purchase behavior in different ways
PersonasBalancing
Shopping effort, time and experience
Price
Trade-off
Research
Quality
Discussion w/ others at purchase table
10
PMoving 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 exceptionsDo 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
11
Guy R. PowellPres. ProRelevant
www.Marketing-Calculator.com
www.ROIofSocialMedia.com
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