Adapting Strategies for the Contemporary Purchase Process
May 30, 2012
A fundamental shift has occurred in the thought process that rural lifestylers go through before they buy products. This new process is really a continuation of the shift from Web 1.0 to Web 2.0, where brands lost control of their message to the “conversation” of social media. Consumers are online talking about brands, and that includes the rural lifestyle audience. If you are not already considering the impact of this type of conversation on sales, it might be time to review your approach to marketing to this audience.
Brand awareness, need identification, consideration, evaluation, experience, purchase and advocacy phases all share a common trait – the accessible opinions of others. A deeper look at each of these phases provides insights into selecting and adjusting the right marketing tactics for each phase. The point is not to harness this behavior – which would likely backfire – but to be a part of the dialogue regarding your brand.
Additionally, mobile devices empower the fact-finding process in stores and dealerships during the purchase phase. Information at the fingertips of the consumer at that crucial moment provides even more opportunities for brands to strengthen their relationships by connecting advocates to potential customers. These opinions have the power to make or break a sale at every point in the purchase process – a fact compounded by the mobility of rural lifestylers.
This new twist on the former sales funnel requires a strategy that acknowledges these interactions. Learn more about each of the phases in our article titled, “Marketing Strategies for the Contemporary Purchase Process.”