The consumer decision journey

The primary goal of marketing has always been to be able to reach the customers at the times
they tend to be more influenced. For years, this approach of soughting the touch points was
known with a metaphor called “Funnel” when a consumer is about to make a decision, he begins
with a number of potential brands in his minds. This is the wide end of the funnels and which
become the touch points. Later the keeps reducing them and finally settle on one brand.

Yet, during the recent times, funnel concepts have been failing to estimate the consumer decision
process due to the wide range of products. Hence the concept of Consumer Decision Journey
has risen. As two communication between the marketers and customers has grown and because
customer loyalty has been challenging companies, it is very important for companies to manage
the word of mouth promotion. Thus it is important to integrate various elements of the customer
journey, in order to reach the customers at the right place at the right time, with the right message.

How consumers make decisions

When something triggers the impulse of a customer to buy it, they are considered crucial as they
form the touchpoints and become a part of a small number of potential buying brands for him,
which the narrow down there on. In this funnel approach, marketers generally push the brand to
influence the customer. Decision making process is majorly a circular journey- with 4 win or lose
phases for the marketers – a) Initial Consideration b) Active Evaluation c) Closure d) Post
Purchase. It has been found due to the new profound new approaches in these areas requires a
new approach apart from funneling.

Brand consideration: Brand awareness plays a major role in the process and the consumers are
three times more likely to purchase from the set of brands in their initial consideration. Yet, as
consumers seek more information this list might expand even in the later stages. This way a brand
can either force its entry or the exit of its rival. Thus brands in the initial stage cannot take the
status for granted anymore

Empowered Consumers: Marketing has recently taken a major shift from push to pull
environment, making it majorly customer – driven. Thus, it is very important for the marketers to
be able to influence the customer – driven touch points like word of mouth, online reviews, etc.,
rather than on internal push strategies.

Loyalty: There are two types of Loyal Customers a) Active Loyal – who stick to the brand and
also recommend it b) Passive Loyal – who are confused and easily influenced by competitors.
Marketers should focus on expanding the base of their Active Loyalists as a priority and should
work on renewing the commitment to customer satisfaction

Aligning marketing with consumer decision Journey

After developing a deep knowledge of how consumers make decisions, marketers should start
working on the effectiveness of marketing activities across the whole process. To address this
new process, marketers can utilize the following four activities.

Prioritizing Objectives and Spending: Earlier marketers focused on any one end of the funnel,
but now it is important for the marketers to keep track at whichever stage the marketing might be
required as the potential brands in the list of a consumer may change at any stage of the process.

Tailoring the Message: It might be necessary to convey different messages at different stages of
the process, instead of a general message over all stages, in order to cut down any weaknesses at
any point of the decision-making process. In short it marketers should be proactive.

Investing in Consumer Decision Marketing: Focus of the marketers on customer interactions

should increase. Word of mouth, online content should be enhanced and fostered. Simple
elements like how an interaction tool helps them, plays a very important role for the customer to
make decisions. Marketers should make use of the growing tool technology to give the best
experience to customers and for cost effectiveness.

Winning the in-store battle: Instore touch points can be a great competitive advantage. From
shelf position, packaging, fixtures, on shelf messages – working on all of them would provide a
significant opportunity for brands.

Integrating all customer-facing activities

It is very important for all the customer facing activities’ departments – PR, websites, loyalty
programs – to integrate to build better marketing capabilities and to shape the public profile of the
company.

Marketers should keep changing their methods and stay on toes to be in parallel to the shifts in
the consumer decision making processes. The shift should be taken by them as an opportunity to
be able to influence the buyers at the right place, right time, with the right message, by facilitating
them with the information they need in order to make the right buying decisions.