Understanding the Consumer Journey

Marketing successfully on-line means overcoming a consumer’s inherent distrust.  Transparency is key when creating a brand marketing strategy. Be clear on your target customer’s needs, their standard of living, their demographics, their attitudes and their mindset.

There are five key stages in the consumer decision-making process. Decide which stage/s to focus on and how to gain your audience’s trust and interest.  Market penetration is measured by sales results, visits to company websites, Facebook and Twitter feedback and UTube comments. By moving from push to pull mode you can tackle opportunities in a consumer-oriented way. It is important to recognize that consumers will move forward and backward as they make their buying decision.

Step 1: Open to Possibilities

At this stage, the consumer is looking ahead at what brand features are attractive.  Advertising should start with teasers that peek interest and hint at product attributes.  The consumer may make a decision to change their preference based on the quality and strength of your ad.  Glimpses work...just look at the current Greek yogurt fad. The global launch of numerous Canadian ice wines, the I-phone 5 and I-Pad 4 and recent Blackberry 10 ads are further examples of consumer enthusiasm generated through teasers.  Consumers should be eager to get their hands on the latest food, beverage or gadget!

Step 2: Decision to Change

Consumers often require a compelling argument or event to convince them to try something new.  They can be encouraged through positive internal feelings that reaffirm their decision to change. Advertising must be designed to appeal to consumers on an emotional level.

Step 3: Evaluation

Here the consumer collects relevant background details, specifications, performance, brand features, prices and consumer reviews.  The consumer compares this information to what the competition is offering.  Your product must be unique or cost less if it is going to sway the consumer to your brand.  There has to be a compelling reason to buy.

Step 4: Shopping

Now that the consumer has comparison-shopped and made a buying decision, they close with a purchase.  The buying process must be a pleasant experience. It should also be easy to execute, gratifying and reinforce the final outcome.

Your advertisements must focus on the “great experience and rewards” of doing business with your company and/or the benefits of your brand.

Step 5: Validation

This step is frequently overlooked and is often the weakest link in the consumer journey. Marketers need to improve the quality of their ads if they wish to acknowledge and validate the consumer for making their purchasing decision. How will you know if your customer feels validated? One way is to examine the “likes” on Facebook to monitor the buying experience and gage your advertising results.

It is important to proceed with cautious optimism when building a digital marketing campaign.  Test and measure your ideas before launching them. Gather data through test marketing and focus groups.  

Connecting with your target audience on a physical, emotional and intellectual level will set you up for success.