Today’s Buyer is in Control.
Changing market dynamics, new channels, information and technology requires marketers to redefine how we reach and influence the brand choice of customers. Labeling buyers as either business-to-business or business-to-consumer is no longer a relevant starting point.
The now-outdated ways of marketing communications forced buyers through the traditional sales funnel. But today’s buyer is in control of the information they consume, and can therefore create their own journey. As marketers are ever more challenged to be effective and efficient with our investment, we need new thinking and approaches to intersect with our customer’s purchase journey.
A better way – considered purchase marketing.
Instead of business-to-business and business-to-consumer, we must focus on the end-customer journey and understand where, as marketers, we can directly and indirectly influence their purchase decision through every available channel.
Use of data allows us to map and measure each customer’s unique journey and intimately understand the mindset of our audiences. This is equally important when it comes to consumer and business audiences for considered purchases.
The opposite of an impulse buy, a considered purchase is a complex buying decision with a high degree of financial and emotional risk and reward, requiring meaningful deliberation prior to purchase. Considered purchase marketing is a focused strategy that involves intimate understanding of the mindset of your customer throughout the decision-making process. Dan Nelson, Jr.
President & CEO, Nelson Schmidt Inc.