How search is redefining the path to purchase

Customers today have evolved so much that they have redefined the marketing funnel as we know it. They want information now, and have it at their fingertips with mobile devices. In doing so, no two consumer journeys are the same anymore, even if they fall under the same category or product affinity.

Some resemble a long winding road that spans weeks and months of search and deliberation, while others look short and sharp with purchase decisions made on the spot. And to keep marketers on their toes, the journey doesn’t end with purchase either.

How search is redefining the path to purchase

This major shift in focus is thanks to digital technology, and it’s just the beginning. Online shoppers today, for example, can browse thousands of products and brands and choose their preferred path to purchase. Customer expectations are at an all-time high.

To survive, stand out and stay ahead of competitors, be there, be useful, be quick is the new mantra to live by for marketers.

Be there
Consumers now expect you to anticipate their needs and customise their experience without them even having to ask. So it’s vital to understand and measure the role of your media touchpoints on the consumer journey. Ensure that your marketing strategy meets overall business objectives and train your marketing team to recognise the intent, interactions and signals that will generate long-term growth.

Be useful
How well a brand understands their consumer needs can make a huge difference. People respond to brands they can relate to and developing and nurturing that relationship can make all the difference to your bottom line. To do that, use your media spend on channels relevant to your audience. Doing so will help attract the right kind of customers that will be profitable for your business.

Be quick
Speed is key and brands that deliver fast and seamless experiences will outdo the competitors. From the speed of your website, the mobile user experience, artificial intelligence (AI) analysing data and predicting action, and marketing automation to effectively target customers across channels in a timely manner are a few things that can be done to pick up your game.

Source: 1. Think with Google - How search enables people to create a unique path to purchase


Written by: Aleisha McCall
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Customers today have evolved so much that they have redefined the marketing funnel as we know it. They want information now, and have it at their fingertips with mobile devices. In doing so, no two consumer journeys are the same anymore, even if they fall under the same category or ...