As we move through the Modern Buyer’s 10-Stage Journey, we’ve identified not only the consumer’s mind-set but also how brands can combat potential consumer anxieties, and suggested marketing strategy and channels to better reach a target audience.
We have followed our subject, Tara, along her buying journey purchasing a new laptop. Tara has had concerns about both the price and quality of her purchase while experiencing stages 1-4. Now, Tara has entered the “Evaluate Solutions” stage of her journey.
Tara has looked to popular blogger sites written by fellow teachers while in the “Seek Vendor Solutions” stage. While seeking vendor solutions, Tara did additional research on brands recommended or mentioned on the blogs she visited. Now that she feels more confident in her knowledge, she speaks to other teachers at her school to gain their insights.
In her own words…
Today I was thinking that my coworkers may have recommendations for me based on their personal experiences. I was worried about starting the conversation when I didn’t understand my options. Now that I’m feeling more confident from the research I’ve done, it’s time to check with them. My experience has always resulted in getting really helpful information since we’re all always looking for the best deal. I expect that one of my co-workers will have more information on discounts. I’m considering a few brands but still want to get the best value for my money.
Tara has been doing her research and is feeling more confident in her search. Marketing communications that work to alleviate the anxieties of consumers and brands that have strong site reviews can build consumer confidence and trust.
In this case, Tara is evaluating solutions by speaking directly to her peers. While marketers may not be in the room with the group, strong awareness campaigns that target consumers through personas will keep brands top-of-mind.