In today’s digital age, the way consumers make purchasing decisions has evolved dramatically. Gone are the days when a single advertisement or a brief encounter was enough to convince someone to buy a product or service. According to Google’s research, a buyer will spend an average of 7 hours consuming content about your brand, interact across 11 touchpoints, and engage in 4 different locations before making the all-important decision to purchase.
This shift in consumer behaviour highlights the complexity of the modern buyer’s journey and underscores the need for businesses to adapt their marketing strategies accordingly. In this blog post, we’ll delve into what these findings mean for your business, explore the factors influencing this extended decision-making process, and discuss how you can optimise your marketing efforts to meet consumers where they are.
The Extended Buyer’s Journey: What Does It Mean?
1. 7 Hours Consuming Content
Consumers are dedicating significant time to researching and understanding brands before making a purchase. This 7-hour engagement isn’t likely to happen in one sitting but is spread out over days or even weeks. It includes reading blog posts, watching videos, listening to podcasts, and more.
Implication: Your content needs to be engaging, informative, and readily available to keep potential customers interested over this extended period.
2. 11 Touchpoints
A touchpoint is any interaction between a customer and your brand. This could be visiting your website, interacting on social media, reading reviews, or even seeing a physical advertisement.
Implication: You need to maintain a consistent and positive presence across multiple channels to reinforce your brand message and build trust.
3. 4 Different Locations
These locations refer to the various platforms or environments where interactions occur—such as your website, social media platforms, physical stores, or events.
Implication: Diversifying your presence ensures you can engage with customers wherever they prefer to spend their time.
Factors Contributing to the Extended Buyer’s Journey
Information Overload
With the internet at their fingertips, consumers have access to an overwhelming amount of information. They utilise this to compare products, read reviews, and make informed decisions.
Example: A customer looking to buy a new laptop might read technical specifications on the manufacturer’s website, watch unboxing videos on YouTube, compare prices on different online retailers, and read user reviews on forums.
Increased Competition
The market is saturated with options for nearly every product or service. Consumers take more time to explore alternatives to ensure they’re getting the best value.
Higher Expectations
Modern consumers expect personalised experiences and high-quality engagement from brands. They are more discerning and take time to find brands that align with their values.
Risk Aversion
Economic uncertainties and a plethora of choices make consumers more cautious. They invest more time to minimise the risk of making a poor purchase decision.
How to Adapt Your Marketing Strategy
1. Develop Comprehensive Content
Educational Content: Create blog posts, how-to guides, webinars, and ebooks that provide valuable information.
Example: If you sell organic skincare products, offer content on the benefits of natural ingredients, skincare routines, and tips for different skin types.
Engaging Media: Utilise videos, podcasts, and interactive media to cater to different content preferences.
User-Generated Content: Encourage customers to share their experiences, which can build trust with potential buyers.
2. Optimise Multi-Channel Presence
Website: Ensure your website is user-friendly, mobile-responsive, and contains all the necessary information.
Social Media: Be active on platforms where your target audience spends time. Share content, engage in conversations, and respond to queries promptly.
Example: A fashion brand might use Instagram to showcase new collections, run contests, and engage with followers through stories and polls.
Email Marketing: Send personalised emails to nurture leads, offer exclusive deals, and keep your brand top-of-mind.
Physical Locations: If applicable, provide a seamless experience in-store that complements your online presence.
3. Personalise the Customer Experience
Data Utilisation: Use analytics to understand customer behaviour and tailor content accordingly.
Segmentation: Divide your audience based on demographics, interests, and buying behaviour to deliver more relevant messages.
Interactive Tools: Implement chatbots or quizzes that help guide customers through their decision-making process.
4. Build Trust and Credibility
Testimonials and Reviews: Showcase positive customer feedback prominently.
Transparency: Be open about your policies, sourcing, and company values.
Expertise: Position yourself as an industry expert through thought leadership content.
5. Measure and Adjust
Analytics Tracking: Monitor which touchpoints are most effective and allocate resources accordingly.
A/B Testing: Experiment with different content types, headlines, and calls-to-action to see what resonates best.
Feedback Loops: Encourage and act upon customer feedback to continuously improve.
Additional Considerations
Understand the Customer Journey Map
Mapping out the customer journey helps you visualise the path a customer takes from awareness to purchase. Identify all possible touchpoints and optimise each one for a better overall experience.
Leverage SEO and SEM
Ensure your content is easily discoverable through search engine optimisation (SEO) and search engine marketing (SEM). This increases your visibility during the research phase of the buyer’s journey.
Consistency is Key
Maintain a consistent brand voice, message, and quality across all platforms. Inconsistencies can confuse potential customers or erode trust.
Stay Updated with Trends
Consumer behaviour continues to evolve. Stay informed about industry trends, emerging platforms, and changes in consumer preferences to adapt your strategies accordingly.
The modern buyer’s journey is complex and multifaceted, requiring businesses to engage with potential customers over an extended period, across multiple touchpoints and locations. By understanding this journey and adapting your marketing strategies to meet these needs, you can build stronger relationships with your audience and increase the likelihood of converting prospects into loyal customers.
Investing time and resources into creating valuable content, maintaining a strong multi-channel presence, and personalising the customer experience is no longer optional—it’s essential for success in today’s competitive marketplace.
