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Rethinking the consumer buying process. A new look at an old question - how do people buy stuff?

Last updated 5 years ago

Understanding who your consumer is, and how they buy your services is the essential first step in building a good marketing plan.

There's no debate about that. But there is a lack of understanding about the complexity of today's consumer buying journey where 84% of people use the web to make buying decisions prior to calling or stepping foot in the store.  So I developed a short presentation to:

  • Assess the evolution of consumer buying behavior
  • Explore an updated model to explain consumer buying
  • Review sample consumer buying journeys
  • Identify the impact on local marketing strategy 

Check out the 5 minute video overview below [don't let my goofy face scare you] and then download the slides from the ReachLocal SlideShare page.  [Tip: read the slide notes on each page for a more detailed explanation of the content]

This is definitely a work in process so let's get a dialogue going. Please email me or leave a comment here with your thoughts. 

UPDATE:  I just saw this great infographic on Mashable courtesy of research by @beyond and MBOOTH.  The research conclusions and stats 100% support my thesis that consumers have taken control of the purchase process and are heavily using search, surf and social media to make buying decisions. 

 

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