The Trials of a Consumer-Centric Marketing Strategy
How can a marketer influence consumers to purchase the same brand when their paths are so different?
How many automotive prospects could you lose in a week?
After years of basing behavioral insights on the tiny window of direct referrals, the savviest industries are now realizing the importance of taking a much broader look at behaviors throughout the entire path-to-purchase. One of those industries is automotive.
Cross-branding: Helping or Hurting Your Return on Investment?
Television and the internet are littered with reality-based shows. “Fast and Loud” is one of the newer programs in the automotive vein. It features two colorful main characters that buy older cars, enhance/hot rod them, and ideally sell them for profit. They’re backed by an entertaining support cast. The show covers the purchase, updating, and sales of vehicles, with enough “dramedy” to add flair.
Identifying the Consumer’s Path to Purchase in the Automotive Industry
Consumers can access automobile manufacturer websites, third party websites, dealer sites, review sites, the automotive sections of general media sites, and countless social media channels. For vehicles, they can check pricing, specifications, standard & option features, fuel efficiency, MPG and data on warranties and recalls. The variety of information sources is what drives the complexity of the process.
Analyzing Influences in the Consumer’s Purchase Decision: Athletic Footwear
Our ever-changing and increasingly digitally-focused society has led to profound shifts in consumer shopping behavior as they navigate their individual paths to purchase. While shopping was once limited to store hours, the rise of ecommerce and mobile has allowed consumers to shop wherever and whenever they choose.
Mobile Banking Today: Highlights from #MCS2013
As we continue to study the consumer path to purchase, changes in mobile commerce and banking help drive the behaviors and adoption of “the mobile purchase.” Consumers are more comfortable with mobile transactions, online banking, and custom mobile apps–and the banks are paying attention. We identified three themes from the 7th Annual Mobile Banking and Commerce Summit in Miami with fresh new statistics…
Make the New Path to Purchase Work For You
The singular, orderly, sequence of purchase stages has been scrambled, and marketers need to conform quickly. Consumers are changing the way they research and purchase online, and new shopping paths are emerging depending on behavior, device, location, and intent. It’s not just what consumers do that is important; it is also how, when and why they do it. Consumers are distracted, but smarter. Marketers can be smarter, too.
The Weekly Compete Pulse
Here’s a recap of the digital marketing articles we found most valuable this week at Compete: How to setup tracking and reporting on your marketing campaigns. Google Analytics published a beginner’s guide to measuring marketing campaigns. If you are an analytics newbie, don’t be intimidated. This walks you through every step with screenshots and explains all the terminology you need to now.
The 6 Types of Digital Consumers and Their Paths to Purchase
In our continuing research on the digital consumer, it’s imperative to ask ourselves what role digital media plays in the path to purchase—the journey consumers take along the decision-making process. A study released today by GroupMNext and Compete gives us significant insight into the Modern Digital Consumer Journey.
Reaching Consumers Through Mobile Marketing: Tweets from #mmaf2013
As digital marketers, our new frontier is mobile and mobile marketing. Two weeks ago, the Mobile Marketing Association hosted its annual NY forum with the theme “Mobile’s Role in Closing the Loop Along the Path to Purchase.” We identified three discussion points from the forum, and some fresh new statistics to highlight the role of mobile use in the consumer path to purchase. All sources are from #mmaf2013
Optimize Digital Touchpoints: Attribution or Path to Purchase?
Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better? The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric…