Home >Marketing >Consumer shopping infographic

Consumer shopping infographic

Date post:13-May-2015
Category:
View:1,160 times
Download:0 times
Share this document with a friend
Description:
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?
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 [email protected] Guy R. Powell Pres. ProRelevant www.Marketing-Calculator.com www.ROIofSocialMedia.com www.marketing-calculator.com

Popular Tags:

Click here to load reader

Embed Size (px)
Recommended