Couple of months ago I wrote about the challenges of measuring social media and the terrific new tools Google is developing, like Multi-Channel Funnels, to help marketers track a consumer's path toward purchase. I kept thinking about that consumer path and what it looked like. Research tells us that on average consumers are using up to 10 sources to make a purchase decision. So I enlisted the help of the talented Kelly Day to make the image in my head something I could share. Here's what we came up with for someone making a travel purchase -
By following the dark orange signposts, we can see all the steps an integrated marketer needs to take to ensure that when a consumer is researching or thinking about a purchase, their brand is visible. Because we live in a digital, Google-centric world, there are a number of steps you could be missing if you aren't thinking about a well-rounded marketing approach.
Here are some key things to think about:
This visual is not exhaustive by any means. There are many other ways people get information that influences their ultimate purchase decision. And yes, that is a bit exhausting to think about! But the path is being traveled everyday and it's our job to be on that road wherever it may lead.