Marketers Can Map the Consumer’s Journey To Purchase
How can I reach the right consumer, at the right time, in the right place, and with the right message to influence his or her purchase decision? Data mining allows marketers to identify major characteristics of their consumers’ path to purchase. Armed with this data, marketers can focus on the digital paths driving the most ROI and influence consumers’ actual journeys toward the purchase.
The Weekly Compete Pulse
Happy Cinco de Mayo, marketers! Here’s a round up of the most popular digital marketing stories we shared over the last week. “The best of the companies we’re seeing now are unbelievably good at analytics,” Marc Andreessen said in an interview with Harvard Business Review. An entrepreneur himself, and now a Venture Capitalist in Silicon Valley, Andreessen discusses the unique challenges of the modern entrepreneur and the qualities successful ones possess…
DCMO Series: 9 Path to Purchase Questions for the CEO of Millward Brown
Mary Ann Packo leads the major market research company, Millward Brown, with the belief that understanding the modern consumer journey is both an art and science. The consumer’s path to purchase is becoming more complex with increasingly fragmented audiences, shifting consumer behaviors and even more connected devices.
DCMO Series: 9 Path to Purchase Questions for P&G’s Phyllis Jackson
The current consumer path to purchase is a spirograph of overlaid shapes once you get all the consumer’s individual paths on it. It has many different paths, even for the same individual, dependent on occasion, goal and contextual motivation.
DCMO Series: 9 Path to Purchase Questions for AOL’s Julie Saxon
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.
The Weekly Compete Pulse
Happy weekend, marketers! Here’s a round up of the top digital marketing stories we shared online this week, including lots of new data on the significance of mobile along the consumer path to purchase. More smartphones shipped last quarter than feature phones, for the first time ever. Smartphones claimed 51.6 percent of the of the market in IDC’s latest phone sales numbers.
DCMO Series: 9 Path to Purchase Questions for Jason Burby of POSSIBLE
“The current consumer path to purchase is far more disjointed and fluid than most marketers are willing to accept. It is vastly different across industries, geographies, cultures, ages, etc. One size solutions fit no one.”
DCMO Series: 9 Path to Purchase Questions for VP of Agency & Publisher Solutions
Mike Perlman, our Vice President of Agency and Publisher Solutions, talks about gift buying habits, his short attention span for spending time in a mall and what he’s looking forward to in South Beach at this year’s Digital CMO Summit!
DCMO Series: 9 Path to Purchase Questions for VP of Transportation
“For every one company trying to direct a consumer to buy its product or service online, there are 99,999 others trying to redirect them to theirs.” Lincoln Merrihew, our Vice President of Transportation shares his answers to our 9 questions on path to purchase.
Fresh Tracks: Tire Website Success Stories
Given the importance in tire websites on influencing a tire shopper’s path to purchase, Compete looked at best in class site performance measured by Locate a Dealer tool engagement and calculated potential ROI. In this analysis, Compete leveraged its survey capabilities, site analytics and patented ability to track, normalize, and count unique visitors (UVs), which avoids double-counting consumers who perform the same activity more than once in a period.
Aligning Mobile Marketing With Consumer Behavior
It is no secret that marketers are struggling to keep up with the explosion of digital channels for consumers and brands to interact. Mobile has long been thought of as an emerging channel, yet data recently collected by Compete sister company LightSpeed Research suggests that mobile should no longer be thought of as an emerging channel for consumers. 54% of consumers report having access to a smartphone with Internet access