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.