As our digital world evolves, so does the consumer’s path to purchase. Modern consumers are no longer following the traditional linear path, from awareness to purchase, with a clear beginning, middle, and end. Instead, they are paving their own unique path as they navigate through various channels and interactions, often going back and forth between different stages of the buying process based on their personal needs and preferences. Today’s path to purchase is full of movement completely controlled by the consumer, creating a very complex, unpredictable, non-linear path that is influenced by a multitude of diverse factors.
Compare Brands:
In today’s digital world, online platforms provide easy access to a vast amount of information on products and services. Consumers can actively explore, research, and compare prices and features across different brands before making a final purchase decision.
Various Platforms and Channels:
Consumers can engage with different businesses through various platforms and channels like social media, websites, digital ads, emails, phone calls, blog posts, online reviews, recommendations, in-store experiences, and more. All of these influence the decision-making process causing consumers to deviate from the linear path.
Multiple Devices:
Consumers may use multiple devices throughout their journey to access information and engage with your brand. For example, they may become aware of your brand through a Connected TV commercial, then begin further research on their phone, a few weeks later see a digital Banner Ad on their tablet, and finally, after some consideration, switch to a laptop to make their final purchase.
Looping Back:
The modern consumer’s path to purchase is not predetermined- it is simply unpredictable. In a non-linear path, consumers can stop, restart, or change directions at any point in their buying journey. As consumers navigate through various digital interactions and real-world experiences, they will often jump back and forth between the different stages of the buying process to gather more information, re-evaluate, and weigh their options before making a final purchase decision, creating a giant web of interconnected paths.
Personalized Advertising:
Advertising strategies should focus on understanding and engaging target customers throughout every phase of their unique journey. A compelling personalized ad may sway customers in a new direction, introducing them to new businesses and leading them to unexpected products or services. With targeted digital advertising from Awarity, you can reach your target audience wherever they are in their journey with personalized experiences that resonate with their current stage of decision making.
Before a consumer can decide whether to buy anything, they need to know your business exists in the first place. Awareness advertising is key and can result in 70% higher ROI when combined with other marketing efforts by expanding your reach to more potential customers. At Awarity, we build awareness for businesses of all sizes by expanding your reach in conjunction with your other advertising channels. With our personalized Banner Ad and Connected TV campaigns, you’ll stay top-of-mind and reach new customers wherever they are in their journey across the world-wide web or while they’re watching streaming TV. To learn more about how our brand awareness campaigns can bring more people to your business, schedule a time to talk, and we’ll help you reach your business goals.
Data from Retail Pulse Check, LinkedIn, Digital Deepak, Genius Monkey, and Hello Curious
