加载中…E-Marketing and the Customer Buying Process
(2008-08-21 12:48:34)
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E-Marketing and the Customer Buying
Process
Need and Want Recognition: This is the start of the customer buying process that deals with
awareness. Here, e-marketing opportunities, such as addressable branding and advertising
functionality, can help establish awareness and need. Banner ads, sponsorships, interstitials and
others are e-marketing activities that can expose customers to products and services. Datagathering
tools, such as Web analytics and online surveys, can start to quantify different needs
and wants. Because these e-marketing activities are addressable, customers can respond to and
interact with a brand (click on a banner ad, search for more information or request information) in
real time.
Information Search: Once customers establish a need or want, they seek information about that
product or service. Contextual e-marketing techniques (providing information from explicit
searches or questions) are becoming extremely useful as a mechanism to seek information and
have become a routine step in the customer-buying process. The success of Google and its
contextual search functionality shows the power of providing tools for the customer to seek
relevant information that helps them through their buying process. Contextual marketing, such as
search marketing (organic or paid), location-based search (matching the user's location to
proximity of product/service), customer-preference management tools and available RSS feeds,
is a natural fit to align explicit information gathering with relevant answers.
Evaluation: This is the point in the buying process where customers look at the choices
available, including the opportunity cost of not choosing the next-best alternative. Considerations,
such as service, price and convenience, are part of the evaluation process. Reaching out to
trusted friends, family or social networks to seek out these answers has a substantial impact on
evaluation. Community e-marketing functions, such as community marketing, customer feedback,
message boards, customer reviews and blogs, will also provide the tools to help customers
though the evaluation process toward their purchasing goal.
Need and Want Recognition: This is the start of the customer buying process that deals with
awareness. Here, e-marketing opportunities, such as addressable branding and advertising
functionality, can help establish awareness and need. Banner ads, sponsorships, interstitials and
others are e-marketing activities that can expose customers to products and services. Datagathering
tools, such as Web analytics and online surveys, can start to quantify different needs
and wants. Because these e-marketing activities are addressable, customers can respond to and
interact with a brand (click on a banner ad, search for more information or request information) in
real time.
Information Search: Once customers establish a need or want, they seek information about that
product or service. Contextual e-marketing techniques (providing information from explicit
searches or questions) are becoming extremely useful as a mechanism to seek information and
have become a routine step in the customer-buying process. The success of Google and its
contextual search functionality shows the power of providing tools for the customer to seek
relevant information that helps them through their buying process. Contextual marketing, such as
search marketing (organic or paid), location-based search (matching the user's location to
proximity of product/service), customer-preference management tools and available RSS feeds,
is a natural fit to align explicit information gathering with relevant answers.
Evaluation: This is the point in the buying process where customers look at the choices
available, including the opportunity cost of not choosing the next-best alternative. Considerations,
such as service, price and convenience, are part of the evaluation process. Reaching out to
trusted friends, family or social networks to seek out these answers has a substantial impact on
evaluation. Community e-marketing functions, such as community marketing, customer feedback,
message boards, customer reviews and blogs, will also provide the tools to help customers
though the evaluation process toward their purchasing goal.
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