TSA - SXSW - Website
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The document discusses how the consumer decision journey is not always linear as marketers aim, as consumers are influenced by various factors and use multiple devices in their purchase process. It emphasizes that marketers need to be aware of the many influences at each point and use a variety of tactics, testing and metrics to guide their strategies in understanding and measuring a consumer's unique experience.
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- 1. 1Propriet ary and Confident i al Keith Wilson, VP Agency Products at The Search Agency
- 2. 2Propriet ary and Confident i al Source: McKinsey and Company Although marketers aim to push consumers through the Consumer Decision Journey in a linear fashion, that is not always the case. Oftentimes, consumers have very different experiences, are influenced by varying factors, and use a variety of tools to make their purchase decision (including multiple devices, such as televisions, desktops, tablets and smartphones). How do you measure and assign value to every point of a consumers unique purchasing experience?
- 3. 3Propriet ary and Confident i al It is important for marketers to stay cognizant of the many varieties of influential factors at every point of influence on the purchasing decision journey and utilize a mix of marketing tactics. The key to success lies in testing, iterations and guiding future strategy with meaningful metrics. SE OPaid Search Displa y Social Media Email Marketing