Shift in Marketing communication and buyer behaviour
Rohan Chaudhari
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Abstract
Market places are new battle ground for marketers and technology innovators to woo consumers and attract towards product attributes in unique ways. Wide arrays of information available increased buying power and availability of multiple choices has paved unique path for marketing as well as communication in new borne interactive market place. To understand this shift in the traditional ways of selling products invites us to dig deep into the basics of marketing, to understand the basic change in consumer’s thought process envisaged by upcoming trends
Key takeaways
- Following are the few observations noted by researchers, 1) Pattern of research about products are changing influenced by technology and internet 2) Growth in consumer knowledge due to media vehicles 3) Shift in consumer approach from being passive (letting advertise give product insights) to active (researching yourself about product from varied resources) 4) Consideration has moved from traditional funnel to keeping more elaborate choices before considering a brand to be purchased.
- This kind of communication can never be absolute since no technology can replace consumer's preference to come and experience the product in real time and then purchase it.
- Following are observations to counter this situation, a) Creating brand awareness among digitally savvy consumer base b) To serve customers digitally during the purchase cycle c) Generating an online experience as good as offline one (or better than that) d) Tracking consumer comments on social media and other forums about their experiences and try to improve it continuously.
- To answer this 'how consumer is making the decision?'
- Understanding all the above trends and factors affecting consumer habits and change in purchasing cycle gives way to formulate a strategy on how to align content and marketing communication according to the stages of buyer behavior.
