- Get your brand into the consideration set - building brand awareness
- Get "found" during the consumer research stage - SEO/SEM, product reviews, blogs, etc
- Close the sale at the purchase point - conversion online or in the store
- Post purchase management - customer service, product reviews, loyalty, Facebook page, etc
Saturday, August 8, 2009
Optimizing your marketing spend to leverage the Empowered Consumer
The internet has forever changed consumer behavior and the resulting paradigm shift on marketing strategy is both daunting and liberating. There's an explosion of places consumers can assess your brand, compare products and pricing versus your competitors, rate responsiveness to your customer service or judge you by your company's values or actions. The internet also gives brands an incredible number of touch-points and tools to reach out and engage the consumer in very real and meaningful ways. The key for marketers today is to ensure the optimal investment is made at each of the four key touch-points along the consumer purchase decision cycle.