Navigating Today's Customer Path to Purchase

To buy or not to buy?

Or more so, how do people decide to buy things?

That is the question.

In the past, marketers have predicted consumer behavior by using demographics and the AIDA marketing funnel model. The model, which you probably guessed, is based on a funnel, which begins with awareness at its mouth and narrows down through interest, desire, and ultimately, action.

The concept is simple, assuming that people progress through the path to purchase in a linear manner. It goes like this:

1. Consumer becomes aware of your brand’s product or service
2. Consumer becomes interested in your product or service
3. Consumer is persuaded that he or she wants or needs it through ethos (ethics), pathos (emotion) or logos (logic)
4. Consumer purchases your product or service and becomes loyal customer

Easy, right? Maybe before the digital age took hold.

Today’s consumers are much different than yesteryears’, and with the invent of the internet, they are also more discerning, especially with the influx of resources available to help them be more informed about making purchases. One of the greatest of those resources are buyer influencers. Now more than ever, peer to peer referral is key, and that comes in almost infinite amounts online, especially through social media.

So, what does this new path to purchase look like?

Think about all the times you have been on the verge of buying something and then for whatever reason, decided to go back and do more research. Maybe you were in search for a different price, or maybe the place you were going to buy from didn’t offer enough information on its product or service. Perhaps you read bad reviews or the product was hard to find or difficult to order online. Or maybe you just got distracted and had to start from the beginning the next time you were looking to purchase. Whatever happened along your path, your progress was far from linear.

But as much as the internet has changed shopping, it has also given brands a more accurate way to understand, and reach, their target audience. Now, instead of relying on demographics, marketers can use measurement tools to not only see who is buying their products, but also what path they are taking to make the purchase.

They key to success lies in being the brand that gives customers what they're looking for. The analytics can show you what topics your customers are searching and even what time they are searching and on what device and/or medium.

Studies show that consumers are more likely to buy from companies that don’t just sell their product, but also provide bite-size educational information relating to it. For example, for our client CT Sinus Center’s blogs, we brainstormed everything a sinus and allergy sufferer might ask, provided well-researched information on it, and ultimately led the customer to the benefits of our services. In addition, we initiated a heavy SEO campaign and used media buying strategies to reach customers through traditional routes as well.

What are the takeaways here?

1. Understanding consumer behavior is the key to great marketing strategies.
2. Measurement tools are your friend when it comes to tracking consumer behavior.
3. SEO is extremely important in reaching your target audience.
4. Buyer influences are instrumental in consumer decision-making.
5. Today’s consumer is well-informed and discerning.
6. Making the customer experience as educational and seamless as possible is key.

Clearly, the state of marketing, and especially the consumer path to purchase, has changed dramatically over the last decade, but this is very good news for those of us in marketing. At GEM, we are experts in creating communication plans based on the consumer’s path to purchase for each individual brand. Let us help you grow your customer base.

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• Analysis
• Strategy
• Advertising
• Purchase
• Demographics