Marketing Trends 2021 Consumer Behavior
Obviously, the cost has been invested in the promotion of social advertising, SEO keyword advertising, newsletter or EDM discount delivery, holding promotional activities, etc., but the traffic and conversion results have still not improved. As a brand owner, have you ever encountered the above-mentioned problems?
At this point, you may start to doubt yourself, “Is it because I don’t pay enough money?” and “Is my product not good enough?” In fact, don’t be nervous, maybe it’s just that you don’t understand consumers enough.
Today, we will use Google’s “2021 Smart Consumption Key Report” to analyze the most important issues for marketers this year, which is how to think from the perspective of consumers, and more effectively grasp every point of contact with consumers. !
Consumer Journey, What is the consumer journey?
Consumers journey (English as Consumer Journey, also known as customer journey), generally refers to the four stages of consumers buy goods before buying from the real purchase orders process, traverses, are “aware of the needs, Explore, evaluate, and decide to buy” .
1. Awareness: refers to the state in which consumers are aware of a demand or interest in a certain product or service.
2. Search: After interest is generated, relevant information will be collected through various channels to have a better understanding of the brand.
3. Evaluation (Consideration): At this stage, consumers will start to consider price, quality, etc., and compare the advantages and disadvantages of multiple brands.
4. Decision: Refers to the consumer’s final decision to purchase. Usually, after some consideration, you choose the most suitable solution you like best to buy.
Why is the consumer journey important?
To run a brand, it is absolutely not enough to have good products. It is also necessary to be clear about the consumer journey.
And use the consumer journey to optimize the consumer experience, because the consumer experience itself is part of the product.
Based on the past service experience of customer data marketing, we found that a common problem for many businesses is “I don’t know what to do now to achieve the goal (the purpose here may be exposed, or it may be to improve conversion)”, and there will be such The problem is not because of poor planning or insufficient investment costs. Rather, it is because you are not clear enough about your audience’s shopping journey and only focus on a small part of the shopping journey, which leads to the entire introduction strategy becoming incomplete and scattered everywhere.
And why is it not enough to focus on one part of the shopping journey? The reason is simple. Because the consumer journey is composed of multiple touchpoints, the brand must “understand the entire consumer journey”, only to lock the consumer at each position in the journey, and according to the consumer’s location At different stages, different services and help can be provided to prescribe the right medicine and solve the problem.
Touchpoint is every place where there is the interaction between the brand and the customer,
And all the touchpoints are connected to the customer journey of different customers.
The new normal under the epidemic-the chaotic consumer journey
Diversified information channels, changing consumer touchpoints
In Google’s “Key Report on Smart Consumption 2020” last year, we saw that new types of online services allow consumers to have more information channels during the purchase process, and it is easier to obtain the information they need, which means that the entire consumer There are many more touchpoints in the journey (Figure 1). This also means that consumers spend more effort on the overall purchase journey. In the “Key Report on Smart Consumption 2021” just launched this year, Google further discovered that consumers will repeatedly go back and forth in the exploration and evaluation stages, forming the so-called “chaotic consumer journey” .
Consumer search and evaluation have become more complex
For example, in the chaotic consumer journey, after the consumer has gone through the stage of perceiving demand, he may initially evaluate the product information of a specific brand through the official website, and then repeatedly explore more through e-commerce and forums and other channels. The brand also confirms the product information and the usefulness of the netizens; after exploring the netizens’ strengths and pain points, they may further research the effective ingredients of the product through blogs or knowledge-based websites to ensure that the purchased products can meet the requirements of Self-demand; or through professional sharing to explore the causes of consumer pain points; then, product prices will be evaluated on different e-commerce platforms before entering the purchase link.
How do brands respond to the new consumer journey?
From the chaotic consumer journey in the previous paragraph, we can observe that consumers are constantly in the repeated exploration and evaluation stages. The number of information channels that they are exposed to may reach more than 2.30, which is comparable to the number of brands. There are also 5-7, causing the total time spent on the entire information acquisition to become longer and longer. And how do brands communicate with customers in such a consumer journey? Google also proposes three golden rules for breaking through the chaotic process, as follows.
Strategy 1: Make good use of digital influence to connect omnichannel sales
Refers to rethinking the resource allocation of channels. Brands must elevate from a single channel thinking to omnichannel thinking. And provide consumers with clear product and shopping information at any time during the shopping journey to optimize the omnichannel shopping experience.
Extended reading: The new marketing model and three strategic directions of the brand in the post-epidemic era!
Strategy 2: Follow the rules of economics to optimize communication
The report pointed out that consumers will combine rational and non-rational elements when making decisions. Among them, repeated exposure effect, unclear dislike, the pursuit of the moment, herd effect and projection effect are the five potential non-rational factors that affect consumer decision-making. Brands must be able to make good use of economics to increase the efficiency of communication with consumers and improve the opportunity to stand out from competing products.
Strategy 3: Use machine learning to improve investment efficiency
The third strategy is to use machine learning in the chaotic consumer journey to maximize the effectiveness of each cost investment. At the right time and on the right platform, find the right audience and provide the Right product.
The above collection of customer data marketing is a simple guide for everyone. The digital journey of consumers has become more diversified and diversified, which has also led to more diversified and unpredictable touchpoints for “Internet users”. Google proposes three major strategies. As long as the brand is able to grasp the economics of consumers, the communication and reach of the brand are not as terrible as imagined.