Comparing our own user behavior a couple of years ago to now, it is clear that the decision making process and the steps leading up to the final purchase have changed dramatically. Up until a decade ago, potential buyers followed a pretty universal and linear path leading up to a purchase that followed four defined steps: awareness, consideration, intent and decision.
Awareness
From becoming aware of a product via print, billboard ads, TV or word of mouth, to visiting a shop, speaking with a seller and considering purchase intent for a few days, the purchase path happened mostly offline for the majority of businesses across all industries. These days, there is no doubt that the technology and the digital landscape in particular have shaped the purchase process. Digitalization has changed our behaviour from the initial research to purchase, benefiting both the end consumer as well as the seller streamlining every step along the way, up to the final step.
Consumers no longer rely on seeing print ads in yellow pages or on billboards but can be made aware of products in the comfort of their own home via a wide range of digital devices. Mobile searches have exceeded desktop searches. So, not only can users constantly research products themselves on the go via smartphones, the initial step of awareness leading to purchase has changed through online product reviews, influencers on social media and product video content on YouTube, making products and services accessible 24/7.
Does the same apply for users’ research travel deals or their next holiday destination? Most definitely! A recent study undertaken by Phocuswright claims that today’s travelers are increasingly impulsive and want information quickly. In addition, according to Phocuswrights’ findings, more than 60% of U.S travelers would consider an impulsive trip based on a good hotel or flight deal. But what does that mean for us marketers? The answer is simple, but it is difficult to conduct: Marketers must advertise smarter to capture the golden 60%.
Consideration
Moving on to consideration, from prospecting campaigns on Facebook to remarketing ads on Google Ads – digital advertising is everywhere these days. Consumers are much more aware of digital marketing practices and the fact that they are being marketed to, not only since GDPR came into place on May 25, 2018. Sellers and marketers must be more innovative and up to speed with what is happening in the digital landscape.
