Image from: Online Purchase / Shutterstock
The introduction of new devices, platforms, content and all around new ways to engage consumers has fundamentally changed the way consumers build relationships with and become customers of brands. In order to meaningfully engage with consumers at moments when they are most receptive to brand messaging, understanding the consumer’s path to purchase has become a need to know rather than a nice to know.
New technology means there are unlimited path combinations consumers can take prior to ever reaching the brand site in consideration. Search, third party, review sites, social media, any or all of these can impact and influence the consumer’s purchase decision. The lack of visibility into these sources can be alarming for marketers.
Analyzing online consumer behavior allows marketers to answer unlimited questions about their consumer’s individual paths to purchase, the how and where they shop, to reduce millions of possible shopping variations down to a few key paths to help focus marketing dollars.
To learn more about the intersection of how and where people shop, download our free report ‘The 5 Things Every Marketer Should Know about the Consumer Path to Purchase’.
Jackie is a marketing consultant for Compete with over 10 years client service and consulting experience in automotive, travel and youth marketing. Jackie holds a Master’s from Northwestern University in Integrated Marketing Communications and has been part of the Compete team for longer than she can remember. When she isn’t writing for Compete, Jackie spends her time running around after her kids, sampling organic wines and pondering life’s questions like…’can I throw this away without anyone noticing?’ You can connect with Jackie on LinkedIn or Twitter.