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Some practical lessons can be drawn from brands that are leading the way. What Consumers Really Want Businesses broadly misjudge what consumers want from them online. In particular, marketers often believe that consumers interact with them on social media to join a community and feel connected to the brand. But consumers have little interest in having a relationship beyond the merely transactional. Their top reasons for connecting online: Aiding navigation. In demanding ever more attention from overloaded consumers, brands ultimately lead them down unnecessarily confusing purchase paths.
Creating a more efficient path means minimizing the number of information sources consumers must touch while moving confidently toward a purchase. The savviest brands achieve this by personalizing the route. Marketers face two practical challenges here. First, how can they detect where a given consumer is on the purchase path and what information she most needs? Second, how can they ensure that consumers they direct to third-party information sources will come back?
One electronics company has gathered data from four major sources—social media monitoring, ad-effectiveness and campaign-tracking information, clickstream analysis, and individual consumer surveys—to identify common purchase paths. It studies the resulting maps to determine the volume of traffic on various paths, which paths inspire the most confidence, which touchpoints are best suited to conveying which types of messages, and at what points consumers lose confidence or defect.
Too Much Information Over the past two decades, a wide range of experiments have shed light on how an excess of information and choice impairs decision making. One of the most common consumer responses to the excess is to forgo a purchase altogether. In a classic experiment, Sheena Iyengar, then a doctoral student and now a professor at Columbia Business School, set out pots of jam on supermarket tables in groups of either six or As the psychologist Barry Schwartz demonstrates in The Paradox of Choice, an excess of input leads to angst, indecision, regret, and ultimately lowered satisfaction with both the purchase process and the products themselves.
Dozens of related lines of research confirm what now seems like common sense: Too much choice or too much information can be paralyzing. The implication for marketers is clear: But the hundreds of marketing executives we interviewed told us that their engagement strategies were designed expressly to achieve more-frequent interaction and deepened relationships.
Compounding the overload problem is the human penchant for overthinking trivial decisions and second-guessing. Think about consumers trying to choose among an array of poorly differentiated products, such as digital cameras: The difficulty of wading through the choices increases the perceived importance of the decision.
This in turn causes people to spend even more time and effort on the decision, which further increases its apparent importance. A trivial purchase decision can thus spiral into a disproportionately complicated and time-consuming one—and the process creates consumers who are less happy, not more. Brands pursuing decision-simplicity strategies make full use of such information to assess where consumers are on the path and to direct them to the best touchpoints.
Certain auto manufacturers, retailers, and travel brands have been sifting through consumer search data to learn how search terms and the type of search platform say, mobile versus desktop indicate consumer intent and position on the path.
Moreover, by analyzing search terms, companies can discern what information the consumer most needs next. If the late-phase consumer was using a mobile device indicating that he was probably out and about , the search engine would serve up a paid link to a dealer locator with a click-to-call feature that enabled him to easily set up a test drive.
Building trust. Marketers often miss this point and put their efforts into activating brand recommenders who simply focus on product features and benefits. What does trusted advice look like?
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