If digital marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure that customers see their televisions in stores and that those televisions display vivid high-definition pictures.
That is why Amazon.com began offering personalised product recommendations to customers already signed in and ready to purchase a decade ago; this is defining their consumers’ journey. Alternatively, the illustration of P&G’s decision, long ago, to produce radio and then TV campaigns to support the consumer most likely to buy its products—hence the word “soap opera.” – in Proctor & Gamble Consumers journey.
What Are Touch Points In A Consumers Journey?
As Digital Marketing experts, we always seek these moments or touchpoints when consumers are open and receptive to our storytelling.
For years, touchpoints have been recognised as stages in the “sales funnel” metaphor—consumers journey starts with a few possible brands in mind (the big end of the funnel). Marketing is aimed at them as they methodically reduce that number and pass through the funnel and finally emerge with the one brand they want to buy.
But today, the funnel concept attempts to recognise all the key points and purchase factors arising from the proliferation of product choices and digital platforms, combined with the advent of an increasingly discerning, well-informed customer. A more refined method is needed to help marketers navigate this world, which is less straightforward and more nuanced than a funnel.
What Is The Consumers Decision Journey?
I call this approach a journey of customer decision-making. Our thinking refers to every geographic market with different media, Internet access and a wide range of products, including major cities in emerging markets such as China and India.
My research showed that the increase of media and products requiring digital marketing experts to find new ways to get your brands included in the initial-consideration set that consumers develop as they begin their decision journey.
As digital marketing experts, I excitingly discovered that this necessitates a more systematic approach to satisfy my customer’s demands and succeed in word-of-mouth marketing because of this interesting transformation away from one-way communication to a more equitable relationship that has changed from advertisers to consumers one-way messaging.
What Are The Different Types Of Customer Loyalty Business Face?
My research recognised two distinctive types of customer loyalty, inviting companies to reinvigorate their loyalty programs and manage customer experience. As brands messaging should be crystal clear on how you can help them.
The research-validated my belief in the value of aligning all marketing elements—strategy, spending, channel management, and message—with the journey that customers take when making buying decisions and integrating those elements through the organisation.
When marketers understand this journey and steer their spending and marketing to moments of greatest impact, they have a far better chance of reaching customers in the right place at the right time with the right message.
How Consumers Are Making Choices.?
An advertisement or a family conversation will improve our perceptions of a brand. Most people do not take much advantage of their environmental exposures. But what if there is a need for shopping? This leads to a small selection of products the buyer may choose from.
Consumers narrow their choices on the consumer journey as they buy goods, evaluate options, make decisions, and choose products. The post-sale process is seen as a testing phase to ascertain loyalty to the brand and the possibility of future purchases. Marketers are taught to push ads towards consumers immediately before a purchase. There have been some changes in the government service and financial services market recently.
The decision-making process involves four parts which include a consideration, analysis, closure, and post-purchase. The consumer journey funnel is nice. For example, that highlights the adoption process’s various phases and allows the person to focus on different sections of the Marketing Challenge. These experiments are related to purchasing behaviour, but only three were very directly linked to buying decisions.
Consumers Journey Brand Consideration
Imagine if a customer decides to purchase a skincare product. As with most classes of products, the customer will quickly be able to name an initial-consideration collection of brands to buy from. In qualitative research, customers informed us that the fragmenting of media and the increase in products have really prompted them to decrease the number of brands they consider at the start.
When faced with many diverse options, customers prefer to choose only a few brands and ignore the rest. Brand awareness is important: brands in the initial-consideration stage are three times more likely to be considered in the consumer journey, eventually leading to a purchase.
Not all is lost for brands that have been excluded in this first stage. Counter to the sales funnel comparison, the number of brands under consideration during the active-evaluation phase can actually expand rather than close as consumers start seeking more data and shopping around in a category.
Brands Can “Interrupt” The Consumer Journey And Decision-Making Process.
During the Customer Journey latter stages, the amount of products that will be added to people’s initial list varies by industry:
Those who are considering personal computers added an average of 1.7 brands to their original collection of 1.7, while for car-shoppers, they said 2.2 brands to their initial list of 3.8. The outlined shift in behaviour can lead to increased opportunities for digital marketers. For emerging brands, it is essential to keep up with those legacy brands.
The Empowered Consumers’ Journey.
The second major difference is that customer interests have become greatly more significant than those of the companies. Previously or historically, marketing was preoccupied with businesses, which were strategies that “pushed” products on buyers through conventional and direct marketing, sponsorships, and other platforms.
Advertisers strived to influence consumer’s perception. Leading to numerous misconceptions in marketing and ultimately not reaching the success they were after.
Today’s digital marketing experts are including the consumer’s journey in their marketing strategies. Two-thirds of the communications leading to touchpoints are all consumer-driven. A Third of the contact points was powered by business marketing. There is a shift in the Consumer experience in digital marketing strategy.
Traditional marketing is still relevant and needs to evolve to be effective in an ever-more-customer-oriented world.
Consumers Journey And Their Positive Experience.
While the brands and digital agencies support the “wrong battle” by concentrating on Promotion and Propositions, the real tests are not in our Marketing, Positioning, and Mobile/Digital.
It is in the Users or the Consumer Positive Experience with the brand previously. This is where Asian companies stand out from the Western competition. Toyota and Honda dominate the regional automobile production industries. Negative word-of-mouth about Asian vehicles and technology has generated a positive perception of the category. The U.S. manufacturers cannot overcome this virtuous-self-sustaining loop.
This, in turn, generates positive word-of-mouth that increases the likelihood of their making it into the initial consideration stage. Never forget about the impact of “Word of mouth Advertising”.
What Are The Two Types Of Customer Loyalty?
Any time a customer buys a product, the path towards the next purchase has been initiated. More than half of the customers of facial skin care products go online to study and buy those products.
While a loyalty programme is not necessarily new, not all companies’ loyalty is equal in today’s dynamic, complex business world. Some customers show their commitment by buying your skin care product again and again.
Some consumers who profess loyalty to a brand are engaged brand loyalists who stick with their products, even recommending them to family and friends. Then there are the passive loyalists who, whether from indifference or confusion created by the dizzying collection of choices, remain with a brand without being committed to it. Despite their loyalty claims, passive consumers are susceptible to digital marketing messages from competitors who provide them with enough motivation to switch.
For me, I spend my time concentrating my spendings on new touchpoints to build my audiences. This will include some completely new product development and marketing methods.
Start Aligning Your Marketing With Your Consumer Journey
Developing a sincere understanding of your customer behaviour is the first step to creating a winning marketing strategy. It is effortless for us digital marketing experts to create measurable customisation strategies.
Marketing strategies that are fluid and adjust to shifting our emphasis from brand awareness to knowing what the brand is like on a more intimate level as customers consciously decide their purchase. In doing this, Brands can implement and update their brand loyalty activities. Due to the complexities of customer decision journeys, nearly all brands should be fluid enough to adapt to your ideal consumer attitudes, leading to brand success and your digital marketing strategy’s efficacy.
In 2021 By Prioritize + Allocate Resources Wisely.
Most marketing concentrated their efforts on either creating awareness or generating a loyal consumer base in the past. Research studies showing the importance of specificity when intending to influence the consumer journey, from first consideration to strong evaluation leading to a sale. By monitoring a typical marketing funnel, you’ll miss out on opportunities to concentrate expenditure only on the most critical section of the decision journey and even target the correct customers.
For example, in the skin care industry, I have seen that some brands are much more effective in the initial-consideration phase than during the active evaluation or final sale stage. For them, my research recommends a call to shift focus from overall brand positioning— which is already persuasive enough. In efforts to pull the consumer into their E-commerce site to ensure that they get considered—and for the consumer to act with a sale. Sustainable packaging, personalisation, personalisation of products, ease of online purchase, Artificial intelligence, subscription boxes, promotions and in-store activities.
Tailoring Your Marketing Strategy For Individual Consumer Journey
Companies that are proactive and interested in personalised messaging and strategy to fit various audiences now draw in more customers and lead to a successful purchase.
Investing In Consumer-Driven Marketing
Companies utilising Social Media platforms encourage digital marketers to make meaningful connections with customers and build relationships with them. Allowing the consumer journey to learn about your products. Using Online sources has been a key market for consumer-driven marketing. Focusing your Digital Marketing budgets on attracting or drawing customers to you will likely positively influence your bottom line.
Marketers can use tools that spot online discussions about brands, evaluate what’s being said and encourage them to post their own comments.
Marketers now can build hundreds of variations on web page advertising, taking into account the context of where it appears online. Online marketers can significantly increase a brand’s profits by methods such as knowing what people are saying about their products online (Social Listening)
These mobile technologies enable marketers to build hundreds of alternatives to the same advertisements based on past trends and current specifications. Digital marketing has long declared this kind of targeting. Now we assuredly have the tools to execute a more accurate and to manage it cost-effectively.
What Is The Online Beauty Consumer Journey?
The digital beauty consumer – it is estimated as of November 2019, 30% of online consumers are digital beauty consumers, defined as the ones who:
- Purchase beauty products online
- Are influenced by digital media and online user-generated or expert generated content when shopping for or using beauty and personal care products.
- 30% of global online consumers fit into the digital beauty consumer segment. This segment will continue to grow in both size and influence as more shoppers turn to apps and other digital platforms to engage with brands and make purchases.
As Beauty Industry Professionals, Rodan Fields are working hard to understand and target the digital beauty consumer segment. We are also working hard on our Virtual platform to train our Global Consultants with videos for running their business from “New Consultant”, “First 90 Days”, Japan Certification. This sees that we are in a strong position for future growth as we expand globally.
What Platforms Is The Beauty Consumer Using?
Digital platforms and social media play an increasingly important role in educating consumers about beauty products, ingredients, and specific hair or skin needs while also offering shopping convenience.
These developments in digital technology have brought Rodan and Fields Consultants closer to beauty consumers than ever before. The rise of this digital-savvy beauty consumers, an emerging consumer segment, has been targeting for the last 10 years. These men and woman are not only influenced and empowered by beauty content available online. Still, they increasingly buy beauty products online via influencers in their circle – i.e. the Rodan Fields Independent Consultant.
Whether looking online or in physical stores, informed beauty shoppers are also becoming more mindful about their purchases, particularly when considering a premium product with a high price tag. Brand names are no longer the key signifier of premium beauty as consumers examine labels and packaging for ingredients and benefits associated with “premium”.
This shifting is significant for brands in the beauty space as premium sales continue to outperform mass; Independent beauty Industry Professionals are carving out their place in the premium skincare industry on Social media.
The Digital Beauty Consumers Journey Often Turns To Product Reviews When Shopping.
As Beauty Industry Professional and as a Digital marketing expert, I am trying to understand and target the premium Skincare digital beauty consumer segment. As this segment continues to grow in both size and influence in the coming years.
60% of digital beauty consumers have used a beauty app in the past 12 months, mostly to get product information, beauty tips or the latest trends.
45% of digital beauty consumers rely heavily on user reviews when deciding what to buy, compared with 23% dependent on information directly from brands or retailers.
55% of digital beauty consumers use more than seven different skin care products weekly, compared with only 23% of non-digital beauty consumers
Conclusions On A Consumer Journey
Brands and retailers that can understand and target the digital beauty consumer segment now will be in a strong position as this segment continues to grow in both size and influence in the coming years. 60% of digital beauty consumers have used a beauty app in the past 12 months, mostly to get product information, beauty tips or latest trends. 45% of digital beauty consumers rely heavily on user reviews when deciding what to buy, compared with 23% dependent on information directly from brands or retailers. 55% of digital beauty consumers use more than seven different skin care products weekly, compared with only 23% of non-digital beauty consumers
Brands and retailers that can understand and target the digital beauty consumer segment will be in a strong position for future growth.
This segment will continue to grow in both size and influence in the coming years. Rising expectations of proven efficacy, ingredient formulations and personalisation has redefined consumer perception of premium beauty products. Brands trying to position themselves as premium should consider this. While men’s grooming continues to offer untapped growth potential, brands in this space should align their product development and marketing messages with shifting gender norms and, in particular, media attention to toxic masculinity.