While existing on two distinct ends of business in the digital landscape, both as a consumer and marketer, I am able to divulge how one makes a purchase decision versus influencing that purchase decision. Without a doubt, brands have a necessary obligation to enforce a strong digital presence. This leads me to my emphasis on why a digital marketing strategy is crucial in the world we live in.
CONSUMER PURCHASE JOURNEY:
First, they do their research; second, they choose a brand; and third, buy the product. Simple. This hasn’t changed. The experience, however, has. Each stage of this process has shifted to digital – whether it’s mobile, tablet, or desktop. Regardless, the user experience here must be seamless through all devices and platforms, as well as most of all – easily navigable. Thus, crafting a positive experience and ultimately, another conversion to the brand.
The goal is to create an effective conversion by creating a positive user experience within the consumer to mimic what he/she would typically encounter in a brick-and-mortar store, but instead, online. A great way to see if the user’s interaction with your brand is effective is by conducting a digital Customer Journey Map1 (see below). In this way, you are able to access the physical, technical, and emotional touch points during the process. Seeing it from the user’s point of view will give the best insight. The key2 to achieving a brand conversion online is applying user research and user interface design to formulate an experience that is useable and gains the customer’s loyalty.