Next up in our DCMO Series is Julie Saxon from AOL sharing her thoughts around path to purchase. As a veteran of the the online advertising industry, Julie has watched consumers become paralyzed by the overabundance of purchasing options.
This May, Compete will head to Miami, FL to host the tenth annual Digital CMO Summit. The event brings marketing leaders together to explore and discuss the digital forces transforming their businesses. With a mix of formal and informal sessions, it provides an unparalleled opportunity to connect with and learn from top executives in advertising, marketing, and media.
This year’s theme is “Path to Purchase.” We’ll be discussing the consumer’s path: a path that is becoming more complex with increasingly fragmented audiences, shifting consumer behaviors and attitudes (many of them subconscious), and even more connected devices. It’s a chaotic, multifaceted journey for marketers to understand, and we’ll spend two days sharing and discussing key insights with industry peers.
In case you missed them, check out who else answered our path to purchase questions on the Digital CMO page of the Compete Pulse!
Name: Julie Saxon
Title: Account Director
Location: Atlanta, GA
1. What’s the most interesting purchase you’ve made in the last 60 days?
Interesting for me but maybe not others – a new Goyard bag.
2. Next month you need a birthday gift, when can we expect to see you buying it?
I typically buy presents way in advance – I know when birthdays are coming and buy presents when I see something I think the person will like. I don’t like trying to buy presents under pressure and duress.
3. If overnight shipping were free, would you order a car online?
Nope – I have to drive it to make sure I like it.
4. How much time is too much time to spend inside a mall?
5 minutes – I hate the mall. I shop at boutiques and online.
5. If your company had unlimited funds what’s the first thing you would invest in for 2013?
An amazing sports property, multicultural property, and music property.
6. Fill in the blank: I blaze my own path by_____.
Not having a filter. I have to sometimes but I tend to speak my mind.
7. Do you prefer the direct route or scenic drive?
Direct – I am always in a hurry. I wish that were not the case.
8. Shopping in South Beach…can’t wait or a perfectly good waste of sunshine?
Total waste of sunshine.
9. Give us one parting thought on the current consumer path to purchase.
The path to purchase has become way too confusing – it is the paradox of choice. There are too many options and consumers are paralyzed.
Clayelle Wolf is a Marketing Consultant at Compete, focused on special projects concerning the complex and ever-evolving consumer path to purchase. Before joining the team, she worked in the advertising space. She lives in Boston and enjoys exploring all the city has to offer. Connect with Clayelle on LinkedIn.