Shifting in Consumer Decision Process Causes Marketing Approaches To Digitize

Marketing Approaches To Digitize

In today’s competitive market, marketing is a pain in the neck where most of the time is spent worrying about spending on advert and hoping consumer get the right information at the right time. Also, there is the dilemma either to push products using the traditional way or to serve them with support and information that they could reach into decision eventually make a purchase.

Source: David Court, McKinsey Quarterly

According to David Court from Mckinsey “The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and post-purchase, when consumers experience them”, consumers faced with a plethora of choices and communications, eventually falls back to limited set of brands. Besides, consumers are actively pulling information that is helpful to them. Therefore, brand awareness matters in this stage and opportunities occur for marketers to make an impact by adding touch points to the brand.

Traditional advertising, direct marketing, sponsorships and other channels are the traditional ways to push information to consumers. However, it is proven that the consumers are changing behaviour towards decision making, the traditional method became unreliable approach and often failed to reach the right consumers at the right time. Therefore, it requires marketers go beyond the traditional push style communication and influence consumers through touch points such as word-of- mouth and internet information sites.

David Court further mentioned that “in order to look beyond push marketing, companies require digital assets about products, programs to foster word-of-mouth, and system that customize advertising allowing consumer to view the context virtually”. Likewise, priority on expanding the active loyalist is suggested to acquire the investment on internet sites and efforts to drive word-of-mouth and a renewed commitment on marketing approach on the new touch points.

To find out more visit Mckinsey.com

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