Consumers aren’t as predictable as they used to be. What does it take for a potential lead to become an actual customer? The journey might go a little something like this:
- A local social influencer posts a pair of shoes you like on Instagram. You click the link and scroll through their website and products, but you receive a call and end your search for the day.
- The next day, you’re on your computer, and you can’t quite remember the name of the brand. You begin to type some descriptors into your search bar.
- Your favorite show is on, so you drag your iPad into the living room, slowly scrolling through shoe sites and compiling a list of your favorites. You begin to look at prices and reviews.
- When you go to the store the next day, you see the perfect pair of shoes, so you hop on your phone for reviews and prices. You end up finding a similar pair online that’s cheaper and has better reviews. So with one click, it’s on its way to you.
This journey is important for marketers.
By analyzing their consumer journey, we can specifically target audiences accordingly on multiple platforms. By confining our outreach to one platform with a few campaigns, we’re only reaching a fraction of our audience.
But that’s just the beginning.
Our co-founder and Director of Digital Strategy, Oz Ahmad, sat down with Tim Jordan, Google’s Agency Development manager to discuss multi-channel targeting and why it is imperative when navigating today’s consumer journey.
As you might have guessed, the consumer journey is even more complex than this. See how behavioral science has a big impact on their decisions.