We all refer to the Purchase Funnel to explain the process by which consumers purchase one product or service on the basis that consumers can’t buy a product or service they don’t know. And don’t be mistaken; the traditional Purchase Funnel is simple and practical. It makes total sense.
The Purchase Funnel suggests, nonetheless, that consumers move systematically from Point A to Point B, and from Point B to Point C. It also implies that consumers continually narrow down their choices as they learn more about their options.
McKinsey & Company developed a more sophisticated approach to help marketers understand consumers’ purchasing behaviors, and this concept is known as the Consumer Decision Journey.
This ongoing cycle, and less linear approach, successfully identifies the moments that most influence a consumer’s decisions.
Rounding out the circular journey, a fourth phase marks the significance of the-post-purchase experience that shapes consumer opinion for every subsequent decision.
Overall, this cyclical approach acknowledges the rational elements that may cause the decision-making process to become a conscious and deliberative journey. However, it fails to recognize that consumers’ purchasing decisions are mostly emotional or subconscious.
Rounding out the circular journey, a fourth phase marks the significance of the-post-purchase experience that shapes consumer opinion for every subsequent decision.
Overall, this cyclical approach acknowledges the rational elements that may cause the decision-making process to become a conscious and deliberative journey. However, it fails to recognize that consumers’ purchasing decisions are mostly emotional or subconscious.
A consumer’s purchasing journey can be best described as a roller coaster of emotions. Various factors may compel an individual to move back and forth, skip steps, or abandon the journey altogether. Some disenchanted, skeptical or otherwise unpredictable consumers may even jump back on at any point during the ride. This kind of behavior, in particular, is associated with highly sensitive categories such as auto sales, health care and banking where consumers perceive trust, honesty and transparency to be lacking.
The Consumer Decision Journey also fails to recognize the power of Word-of-Mouth and Social Media. The days where one TV or radio ad combined with a web page and OLA (online advertising) raised awareness, educated consumers and drove consumers to the store are far-gone. Today, consumers learn more about products and services through users and non-users who were exposed to a brand. Consumer Advocacy, as opposed to “Loyalty,” is now the key to grow and build a brand.
Welcome The Path to Advocacy. This new approach doesn’t start with “Awareness” (Purchase Funnel) or “Initial Consideration Set” (Consumer Decision Journey). It acknowledges that consumers make purchasing decisions before they are in the market for a new product or service. Even at this preliminary stage, consumers need to be inspired and stimulated.
This new Path to Advocacy recognizes consumers’ affinity with the brand in conjunction with their feelings and emotions in each phase of the process. It also takes into consideration the tools, resources and sources of information that consumers use and rely upon to make purchasing decisions, especially for high-ticket items.
Generating “Loyalty” is no longer enough to sustain and grow brands in highly competitive and saturated markets. Consumers now have the power; they are also in control and empowered by media and technology. The consumer voice and opinion are the new “Main Message” and “Media Channel.” Brands with no advocates will struggle to maintain sales and market share. Brands that build Advocacy will rule.
Behold The Path to Advocacy.
Welcome The Path to Advocacy. This new approach doesn’t start with “Awareness” (Purchase Funnel) or “Initial Consideration Set” (Consumer Decision Journey). It acknowledges that consumers make purchasing decisions before they are in the market for a new product or service. Even at this preliminary stage, consumers need to be inspired and stimulated.
This new Path to Advocacy recognizes consumers’ affinity with the brand in conjunction with their feelings and emotions in each phase of the process. It also takes into consideration the tools, resources and sources of information that consumers use and rely upon to make purchasing decisions, especially for high-ticket items.
Generating “Loyalty” is no longer enough to sustain and grow brands in highly competitive and saturated markets. Consumers now have the power; they are also in control and empowered by media and technology. The consumer voice and opinion are the new “Main Message” and “Media Channel.” Brands with no advocates will struggle to maintain sales and market share. Brands that build Advocacy will rule.
Behold The Path to Advocacy.
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