Many shopper marketing consultants are wrong. The path-to-purchase is not linear. The path-to-purchase in days gone by was just a tool “to drive consumers from the couch to the shopping mall to the aisle.” The line was:
we’ll turn consumers into shoppers and shoppers into buyers
…often where “integration” meant a “matching luggage approach” to the creative work by a range of agencies.
Putting the matching luggage issue aside, this Path-to-Purchase, which we might call “yesteryear’s p2p” only works now for TOTALLY NEW products. You see, for the majority of products – from recognised brands – social media has changed the path-to-purchase for ever.
Today, we’re all familiar with the idea that there exists a myriad of new channels for consumers to communicate to each other. Brands now can thrive or die because of these interactions.
New channels should be considered as springboards for conversations, for the frequent, lightweight interactions that are vital in today’s socially networked society.
The path-to-purchase now starts with your current, engaged audience. Your current buyers. Continue reading “The All-New Path-to-Purchase: The Virtuous Communication Cycle”