consumer shopping infographic

1

PThat pesky little thing:Consumer purchase behavior

and the impact of media

Observations from an interested consumer and marketer

ProRelevantBRAND ROI SERIES

2

PTenets of consumer purchase behavior and the impact of media• Consumers receive messages from

many sources• All messages drive value for the brand in

terms of the purchase funnel and brand relevance

• As always the path to purchase is not a straight line. It never has been.

3

P Information Gathering

Price Shopping

Consumers act in the marketplace in many ways

Conversion

Emotional Preference

Building

4

PPassive Active

Search

Ask for advice• Digital/social• F2F

Advertising

Social/digital advertising

News

SocialPRExperiential

DigitalSe

arch

Mar

keting

Past Use

Satisfaction

Loyalty

Inertia

Shelf visibility

Signage

Offers

Information Gathering

Price Shopping

They receive messages from many sources, some actively and passively

Conversion

Webinars

Events

Emotional Preference

Building

MASS & DIRECT IN-STORE

USE

DIGITAL

Mass

5

PPPassive Active

Search

Ask for advice• Digital/social• F2F

Advertising

Social/digital interactions

News

SocialPRExperiential

DigitalSe

arch

Mar

keting

Past Use

Satisfaction

Loyalty

Inertia

Shelf visibility

Signage

Offers

Digital/social measure direct pathwaysThese are a major improvement yet miss many

disconnected interaction points

Conversion

Webinars

Events

Information Gathering

Price Shopping

Emotional Preference

Building

MASS & DIRECT IN-STORE

USE

DIGITAL

Mass

6

PPassive Active

Search

Ask for advice• Digital/social• F2F

Advertising

Social/digital advertising

News

SocialPRExperiential

DigitalSe

arch

Mar

keting

Past Use

Satisfaction

Loyalty

Inertia

Shelf visibility

Signage

Offers

Other traditional methods measure only top-level connectionsThese miss the nuances of varying levels of engagement at

interim levels in the purchase process

Conversion

Webinars

Events

Information Gathering

Price Shopping

Emotional Preference

Building

MASS & DIRECT IN-STORE

USE

DIGITAL

Mass

7

PThese are media-centric approaches

They gloss over the true nuances of how consumers make purchase decisions (both B2B & B2C)

8

PConsumers engage with our and competitive marketing

assets through many pathsWeb

Social

Retail

Search

Loyalty

Call center

9

PKids Young

Seniors Middle aged

Consumers have many different personasEach executes their purchase behavior in different ways

PersonasBalancing

Shopping effort, time and experience

Price

Trade-off

Research

Quality

Discussion w/ others at purchase table

10

PMoving from a media centric to a consumer centric framework

Social engagement & interaction

Store traffic

Search rank

Click-thru

Views/impressions

Do all media lead to a positive response – yes, with very few exceptionsDo all media also lead to response on competitive assets – yes, shopping requires consumers

to gather information from our and competitive marketing assets, especially for highly considered purchases

Do we have perfect information? – no. Especially consumer interactions with competitive marketing assets

11

P www.ProRelevant.comMarketing@ProRelevant.com

Guy R. PowellPres. ProRelevant

www.Marketing-Calculator.com

www.ROIofSocialMedia.com