{"id":39198,"date":"2015-01-07T08:05:01","date_gmt":"2015-01-07T08:05:01","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=39198"},"modified":"2015-01-07T08:09:53","modified_gmt":"2015-01-07T08:09:53","slug":"what-influences-purchase","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketplace-analysis\/consumer-buying-behaviour\/what-influences-purchase\/","title":{"rendered":"The consumer decision journey [Infographic]"},"content":{"rendered":"

What influences purchase of your product or service?<\/h2>\n

Getting cut through is a key challenge for marketers today since there are so many online influences on purchase<\/a>\u00a0from search engines and social networks and from\u00a0media sites to personal blogs and YouTuber vlogs.<\/p>\n

So, to be effective in influencing purchase today, brands need to intimately understand the footprint of their\u00a0brand communications through marketplace mapping<\/a> and how this\u00a0relates to consumer purchase decision-making.<\/p>\n

To help you understand your consumers' decision journey we have created this new infographic which summarises the latest thinking on how to use online marketing to influence purchase.<\/p>\n

\"Consumer<\/a>

Infographic: Today's consumer journey and the influences on purchase<\/p><\/div>\n

\n

\"\"<\/p>\n

Recommended Download:<\/div>\n

Free digital strategy infographic bundle<\/p>\n

Members can download a PDF featuring ten digital planning infographics<\/a>.<\/p>\n<\/div>\n

 <\/div>\n
<\/div>\n

Google's ZMOT<\/a>\u00a0is a key influence on our infographic since\u00a0this helps show us how important search engines and social media are as consumers\u00a0seek to find out about the options available through search and social media and so add new brands and buying options to their consideration set.<\/p>\n

However, for us, ZMOT doesn't sufficiently emphasise the importance of the initial trigger or stimulus for generating demand, interest and awareness in a product or service. Traditional media like TV and print and word-of-mouth are still really important here. So you have to invest to press the right buttons to start the journey.<\/p>\n

The infographic\u00a0also builds on the similar McKinsey & Company\u00a0Customer Decision Journey.<\/a>\u00a0We hope that our simple mash-up helps to\u00a0combine the best of both.<\/p>\n

All these\u00a0models show us that purchases today no longer involves a simple linear funnel\u00a0as we see evidence that people add and subtract both brands and products from their list through the buying process.\u00a0So to be effective modern\u00a0marketing requires a thorough appreciation of buyer behaviour prior to, during and after transaction. A 'promote and they will come' mentality is hugely assumptive.<\/p>\n

\n

Complex consumer journeys demand that brands think beyond a transaction goal, instead infusing themselves into the consumer\u2019s community and across multiple touch-points, giving themselves best chance to be found and considered by being valuable.<\/em><\/p>\n<\/blockquote>\n

Whether it\u2019s a new Honda Civic or a can of Diet Coke brands create a footprint, directly and indirectly by the experiences that they engender in marketing, in-store and by virtue of the product itself in the marketplace. All this building influence on purchase - or not\u00a0- over time, and at one or more touchpoints.<\/p>\n

Understanding key influences on decision-making for purchase of your own products or services?<\/h3>\n

The theory is interesting, but how do you understand your influencers and use them increase awareness. To make this actionable, we recommend marketplace mapping as described in our 7 Steps guide to digital strategy and our guide to influencer outreach.<\/p>\n

Do let us know what you think of the consumer decision journey today in the comments. If you'd like to download or print our other infographics, our\u00a0marketing planning infographics<\/a> are a free download for members.<\/p>\n","protected":false},"excerpt":{"rendered":"

What influences purchase of your product or service? Getting cut through is a key challenge for marketers today since there are so many online influences on purchase\u00a0from search engines and social networks and from\u00a0media sites to personal blogs and YouTuber …..<\/p>\n","protected":false},"author":3,"featured_media":39200,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[973],"tags":[],"acf":[],"yoast_head":"\nThe consumer decision journey [Infographic] | Smart Insights<\/title>\n<meta name=\"description\" content=\"The consumer decision journey [Infographic] What influences purchase of your product or service? 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