The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform quickly. Consumers are changing the way they research and purchase online, and new shopping paths are emerging depending on behavior, device, location, and intent. It’s not just what consumers do that is important; it is also how, when and why they do it.
In our continuing research on the digital consumer, it’s imperative to ask ourselves what role digital media plays in the path to purchase—the journey consumers take along the decision-making process. A study released today by GroupMNext and Compete gives us significant insight into the Modern Digital Consumer Journey. Highlights include:
The marketing team here at Compete compiled a list of the most popular digital marketing stories online this week. Enjoy and happy competing, marketers!
As digital marketers, our new frontier is mobile and mobile marketing. Two weeks ago, the Mobile Marketing Association hosted its annual NY forum with the theme “Mobile’s Role in Closing the Loop Along the Path to Purchase.”
We identified three discussion points from the forum and some fresh new statistics to highlight the role of mobile use in the consumer path to purchase. All sources are from #mmaf2013.
Following the exciting automotive year-end shopping season, Compete and Twitter partnered together to understand the impact that Tweets posted by automotive companies have on the consumers who see them. Specifically, we wanted to know whether Tweets influence consumer behavior; are people exposed to an automotive Tweet more likely to visit the manufacturer’s website and take action by locating a dealer, looking at offers or building their own car.
