The customer buyer’s journey is the process that customers go through when making a purchase. It typically includes three stages: awareness, consideration, and decision.
The changing face of the customer buyer’s journey.
In the awareness stage, customers become aware of their need or want for a product or service. In the consideration stage, they research their options and narrow down their choices. Finally, in the decision stage, they make a purchase.
A recent study, on the customer buyer’s journey, found that consumers are increasingly likely to use digital channels during all stages of the journey and that they are also more likely to seek out peer reviews and advice before making a purchase.
What does this mean for marketers? Read on to find out.
The Increasing role of digital channels in the buyer’s journey.
In the past, customers tended to use offline channels such as word-of-mouth or print advertising during the awareness stage of their journey. However, this is no longer the case. Customers are now just as likely to use digital channels such as search engines or social media to learn about new products and services. This means that marketers need to ensure that their brand is visible and discoverable online.
One way to do this is by optimising your website for search engines through SEO best practices such as keyword research and backlinking. You should also consider running ads on popular online platforms such as Google or Facebook. And don’t forget about social media. Ensure you are visible on platforms where your target audience is active and engaging them with content that is relevant to their needs.
Rise of peer reviews & user-generated content.
Customers are no longer reliant on brands to provide them with information about products and services. Instead, they are turning to their peers for recommendations and reviews. In fact, nearly 90% of customers say that user-generated content (such as online reviews) plays a role in their decision-making process. What does this mean for marketers? First of all, it’s important to claim your brand’s profiles on popular review sites such as Yelp or Google My Business. You should also actively encourage customers to leave reviews after they make a purchase. Incentives such as discounts or free shipping can help encourage customers to write a review. Finally, don’t forget about user-generated content on social media! Encourage customers to tag your brand in photos or posts about their experience using your product or service.
Seeking out expert advice in the buyer’s journey.
Perhaps surprisingly, another trend that emerged from the study was that customers are increasingly likely to seek out expert advice before making a purchase—even if they have already done extensive research themselves. In fact, nearly 60% of respondents said that they would consult an expert before making a final decision about a purchase (up from 50% in 2017). This could be due to the increase in complex purchasing decisions—such as buying a home or planning a wedding—that require expert input.
What does this mean for marketers?
One way to take advantage of this trend is by content marketing such as blog posts, infographics, or e-books—that positions your brand as an expert in your industry. You can also partner with experts in complementary fields (such as financial planners for a real estate company) to cross-promote each other’s services/products. By positioning your brand as an expert, you will be able to build trust with potential customers and increase the likelihood that they will do business with you when they’re ready to make a purchase decision.
The customer buyer’s journey is evolving, and marketers need to evolve along with it if they want to remain successful. Digital channels are playing an increasingly important role in all stages of the journey and customers are more likely than ever before to seek out peer reviews and advice from experts before making a final purchase decision. By keeping these trends in mind, marketers can adapt their strategies accordingly to ensure continued success.
Last updated:
Consumers are increasingly likely to use digital channels during all stages of the buyer's journey and that they are also more likely to seek out peer reviews.
Customers are no longer reliant on brands to provide them with information about products and services. Instead, they are turning to their peers for recommendations and reviews.
To discuss your brands buyer journey contact, Hello Brands today.
Newsletter.
Stay informed.
Latest Articles.
The blog is our comprehensive look at the latest trends in marketing, branding, graphic design and web technology.
Unlocking the secrets to building a strong brand: The 6 critical stages.
Developing a brand is crucial for any organisation to build a strong market presence and cultivate customer loyalty.
How much does it cost to design an Annual Report?
An annual report is a crucial document for a publically listed organisation. But how much does it cost to design a good one?
How much does it cost to hire a Branding Agency?
Hiring a Brand Design Agency can be a significant investment for any business, but it’s often worth the cost to elevate your brand’s visual identity.
The significance value of multi-directional media.
Multi-directional photography and video have become increasingly popular, as social media platforms continue to drive demand for visually engaging content.
Lateral thinking in marketing: The key to unlocking your brand’s potential.
Lateral thinking is a problem-solving approach that encourages divergent and non-linear thinking to generate innovative solutions.
Branding in the age of social media.
As consumers turn to digital platforms to access information and products, brands need to develop innovative ways to reach their target markets.
Why de-positioning is a key strategy for brand growth.
As market trends and consumer preferences change, it’s important for brands to adapt and stay competitive.
The meaning and influence of shapes used in branding.
Shapes have been used in branding since the beginning of time and studies have shown they can have an apparent persuasive effect on customers.
What are distinctive brand assets and why do they matter?
Distinctive brand assets are key for businesses to help them stand out in the marketplace and create emotional connections with customers.
5 actionable strategies for social media branding.
As a social media marketer, you know the importance of branding for your company or client.
Design Thinking: How to create successful design projects.
Design Thinking is a way of approaching design projects that puts the user at the center.
How much do branding agencies charge?
Branding agencies provide a variety of services to help companies develop and maintain their brand identity.
What to look for in an Annual Report designer.
Creating the perfect Annual Report requires careful planning and the right resources.
How a financial services branding agency can help your company succeed.
When it comes to branding and marketing your financial services company, you need an experienced and knowledgeable agency on your side.
Is Facebook advertising still relevant for my business?
With the rise of other social media platforms, it’s important to ask yourself whether or not Facebook is still the best platform for you.
How to combat the commoditisation of B2B brands.
What is commoditisation and how does it impact B2B brands?
The importance of going beyond data.
In today’s digital world, data is king. It helps businesses understand who their customers are and what they want.
How to optimise your digital marketing sales funnel.
Are you looking to get the most out of your digital marketing funnel?
Brand, visual identity and branding: What’s the difference?
Creating a strong brand is essential for achieving success when marketing your business.
How can a brand design company grow my business?
You’ve decided it’s time to rebrand. But where do you start? A brand design company can help you develop a brand strategy, create a unique identity and roll it out across all channels.
How to design a logo: 6 Pro tips.
A logo is much more than just a graphic mark; it is the foundation of your brand identity.
