Global sporting events represent a big opportunity for brands to reach their target consumers and to capitalise on the galvanizing potential for new purchases. However, the disruption of digital is undermining long held beliefs about how people make purchase decisions.
In the fast evolving digital world of apps, social media and algorithms, where consumers are ever connected and becoming mobile-first, purchase decisions can be made with the mere tap of a smartphone. Yet, the process can also be protracted, mired in an overload of decisions. People now visit stores but then buy online (known as ‘showrooming’); they use comparison websites to search for deals online and barter on price (leading to commodification and brand erosion); and they appear to switch channels opportunistically, charting a circuitous path that deviates from the simple linear model suggested by the purchase funnel. Amidst this complexity, how should marketers go about reaching and influencing people?
Some now claim the purchase funnel to be dead. With that provocative assertion in mind we set up an experiment. For several months we convened a qualitative research community of people who were in the market for a new television or other media device in order to trace their paths to purchase. We wanted to learn about the steps they took, their decisions and actions, and the emotions of their journeys wherever they occurred.
So, here are the top half a dozen consumer insights on the path to purchase:
As technology continues to evolve, the purchase process is becoming more complex. The need for a holistic understanding of peoples’ motivations and behaviour, across all channels, is becoming correspondingly urgent. Marketers need to stay close to their target consumers if they are to win on the path to purchase.
To read the original article from our partner, Kantar Media, click here .
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