La fragmentación de puntos de contacto con el consumidor es clave para la estrategia
Global Director of Millward Brown, Graham Staplehurst feels that the consumer decision journey has evolved. “To successfully build brands today, marketers should have a solid understanding of the new path to purchase. The digital brand ecosystem and the sheer volume of behavioral insight data available have changed things dramatically” he expressed. For Staplehurst, the key factors that must be taken into account when analyzing the consumer decision journey are: The fact that ‘fast’ decision-making is preferred by the brain whenever possible; online information and the conversations it leads to; disruption created by the fragmentation and multiplication of consumer touch points, especially online and mobile; relevance of context in how brands are stored in memory; and the importance of a consumer’s situation in any evaluation of a brand and consequent purchase. “The new cyclical consumer decision journey may seem fuzzy. It clearly presents challenges that marketers should consider when making decisions about where and how to invest in their brand. For most brands and categories, consumers go through purchase occasions with a combination of prior experience and future expectations. Most people don’t classify themselves as a ‘buyer’ of a particular brand. They have likes and dislikes and their associations create predisposition towards brands. Past experiences and the second hand experiences shared on social media will nudge consumers to choose one brand over another.”According to the Executive, there are many things to consider regarding the path to purchase, therefore brands must implement a new focus to keep their communications healthy.
