In order to connect both E-marketing and the consumer
buying decision process, we must first understand the entire process, step by
step. Many books, websites and marketing gurus have different definitions and
steps to the process. However, I feel the most accurate decision making process
has four stages: need-and-want recognition, information gathering, evaluation
and purchase.
Consumer Buying Process:
Need and Want Recognition: This is the start of the
consumer buying process that deals with awareness. In this step the consumer
figures out what their problem or need is. This triggers the consumer’s want to
purchase something that would satisfy their need or fix their problem. From an
E-marketing standpoint, E-marketing opportunities can help establish awareness
and need. E-marketing activities such as Banner ads, sponsorships, etc., expose
customers to products and services. Also, by using different data-gathering
tools such as online surveys, help uncover the customer’s want or needs.
Information Search: After the consumer has
established a need or want, they begin seeking information about the product or
service they feel will resolve their problem. From an E-marketing standpoint,
Contextual e-marketing techniques are becoming very useful online instruments
to search for information and have also become a routine step in the consumer
buying process. For example, Google is a great tool used to look for endless
information about pretty much anything.
Evaluation: At this point in the process, the consumer then sees
all of the choices available to them that will help satisfy that want or need. They
begin to evaluate each alternative based on the qualities that are more
important to them such as: Service, price and convenience. The consumer reaches
out to people they trust such as Family, friends, social media, and/or professionals
who know the product/service; this plays a huge role and makes a considerable
impact on the evaluation. From an E-marketing standpoint, there are different
tools that help the consumers through the evaluation process toward their
purchasing goal. Some of the tools are: Customer feedback, message boards, reviews
and blogs.
Purchase: The consumer now takes all the knowledge they have
learned in each of the previous steps and makes a final decision regarding
which product or service they will finally purchase. Once they make a final
decision of which product or service they want to purchase, they then chose
where to purchase the product/service. The consumer either goes to a store they
typically go to or simply a store that offers the product/service at the
cheapest price. From an E-marketing standpoint, transaction e-marketing
activities such as e-mail marketing, gift registries, etc., help consumers make
a final purchase or possibly an additional purchase.
Using the Consumer Buying Process, Marketers have the
opportunity to improve the consumer’s experience and influence the consumer
throughout all steps in the process towards making a purchase. Now-a-days, plenty of consumers actually go
through the entire consumer buying process online. In each one of the stages,
e-marketing technologies can be best placed to help or lead consumers towards a
purchase.
Sources:
