In the old days (15 years ago), the Consumer Buying Process was fairly straightforward. And for the most part, businesses were in control: they advertised or “pushed” their message to consumers through traditional media (like newspapers, magazines, tv, radio and more) and could expect a consumer to purchase their product or service as a result of effective marketing.
But as local consumers began using the Internet in record numbers to surf, search and socialize online, it made a business owner’s job of reaching them a lot harder than it used to be.
Today, instead of a simple straight path like the old Buying Funnel model proposed, it’s more like a spiral. Consumers are influenced by many sources online (like advertising, search results, blogs, YouTube videos, consumer reviews, check-ins and social media updates) as they go through the Buying Process until making a final purchase – and even after the purchase, as well. So if a business owner today were to trace where that final sale came from, the answer could arguably be: “everywhere.”
Hear how our Senior VP of Marketing, Todd Ebert, explains the new Consumer Buying Process.
To take a deeper dive and understand how to create an action plan using the Consumer Buying Process to get more local customers online, view and download Todd’s detailed presentation on Slideshare. (Be sure to read the speaker notes which provide a detailed narrative for the presentation.)
How do you think the Consumer Buying Process will impact the way your business can reach today’s digital consumer? Leave a comment and share your thoughts!