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21 Mar

Marketing in a Minute — Buyers Journey: Same Purchase...Different Motivation

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Stay in touch with your customers all along their path to purchase, communicating when and how they want with individualized content to maximize demand.


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(Marketing in a Minute Transcription)

Identity graphing is an important first step in understanding the unique journey a customer takes when making a purchase.

Consumers get information through a variety of channels and devices. And, when disseminated properly, consumers are triggered to respond by taking the next step in their path to purchase. Understanding this journey enables you to support it through individualized marketing and, understand when a break in that journey occurs.

Using myself as an example, a working mom, there is a very specific journey I take when making a purchase. I start online, doing research, on the weekends. I browse various websites gathering information. The next step in my journey will not happen until the following weekend. A reminder late in the week helps keep this need front of mind.  

Don’t serve me display ads. I tune them out. Don’t send me an email, I already get 100 a day. But, I do love direct mail.

You can measure my response to that direct mail, by my return to your website that weekend or a trip to your retail store to purchase.

Stay in touch with your customers all along their path to purchase, communicating when and how they want, with individualized content, and maximize demand.

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