How social media and purchase decisions affect user buying behavior

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The aim of the marketing is to reach the consumer's point of contact, and the moment of purchase can affect the consumer and the decision of the consumer.

The first 20 years of market advertising play is carried out in accordance with this path: from exposure, advertising coverage began to repeat the ads, so that consumers familiar with, induce consumer awareness, into the consumer account list. This stage to do good advertising general attention to the high visibility, rarely the market sales and marketing promotion hook. The impact on consumer buying decisions is also widely covered, it is difficult to do fine management.

We find that with the popularity of social media, the consumer's purchase decision behavior also changes, is no longer a simple line pattern, but a three-dimensional ring pattern.

1. First, consumers access to product information to become more diverse, fragmented, before may be the advertising coverage exposure is the enterprise information dissemination of the most important means. The consumer's media consumption behavior changes, needs the enterprise to follow the user to play together.

2. The consumer's shopping information behavior changes, the author often says one word is: the technology itself cannot clap, may take is the consumer behavior change. The process of product information research in the traditional marketing play is relatively simple, the consumers can obtain the comparative information is very few, can not obtain the comparative system of product research.

Now, consumers have full information rights when making purchase decisions. It becomes more difficult for companies to fool customers by asymmetric information. Remember a word. Now it's a time of information transparency, and consumers ' buying decisions have become more complex.

3. Consumers in the process of purchasing decisions, often appear in the case is originally intended to buy a product, research product features and parameters, will be information pull out of the purchase decision chain, into another ring, can not go back to the previous purchase decision chain needs a variety of factors of the game. For example, when you purchase a notebook computer, you find that the description of the product has an unfamiliar new indicator, new accessories, interest driven, you may study this section, this will return to the search engine (Baidu, Google), the vertical Community Forum (ZHONGGUANCUN), QQ group discussion.

Micro-thinking: if consumers on the scale of the purchase decision, information search, product research such a process, then enterprises in the social media marketing needs to do?

The point of thinking:

1. How to enter the consumer research queue;

2. From a competitive perspective, how to bulk import competitors ' consumers?

3. Where does the consumer purchase decision take place? What are the 3 points of interest in purchasing decisions?

Social media is an important component of consumer buying decisions. It can touch the consumer at any stage of the purchase process. From the discovery of products, their interest, purchase decisions, after the purchase of Word-of-mouth feedback. The process of their purchase is the result of social media influence, and eventually they will become the impact of other people's purchases.

There is no doubt that social media can affect every process in the consumer's buying behavior. But the enterprise in the application process does not have to each process all exerting force. Depending on the company and the industry, some contact points are more competitive advantages and influence, then we should focus on the advantages of doing a good job of key nodes. Pre-Tangchingtong social media marketing strategy cases for enterprise customers:

Enterprise A, in the industry leading position, product also has visibility, then use social media marketing to affect consumer decision-making, focus on the purchase of the user after the spontaneous Word-of-mouth, product reputation, etc. to inspire new buyers.

Enterprise B, in the industry is not well-known, the product is not known, then through social media to affect consumer purchase decisions, you need to think about is: How to dig a corner, from the consumer information search and cognitive process to intercept the bulk of consumers. We at that time from the consumer focus on the star products of several dimensions, but intercepted a number of this dimension to the entrance of the consumer, and then the enterprise's product features and brand marketing communication, get very good results. Marketing input and output ratio is also more accurate.

The figure is a proposal in McKinsey's report that companies take different actions in the context of consumer buying decisions. From the consumer in the social media brand monitoring, consumer review feedback, recommendations and positive sound amplification spread, to consumer behavior and emotional, in consumer purchase decision, purchase evaluation, product purchase, experience stage, support stage, integration stage application.

The innate character of social media: community and communication make it play more and more important role in consumer's purchasing decision. In the actual work needs from a consumer point of contact, jump out to the volume of consumer contact point, action. Social media in the use of consumer decision-making, can not be forgotten is the nature of social media community, community, the enterprise to do is to provide value for the community, for consumers to purchase decision-making value, do not fool consumers, the wisdom of netizens is cow B, do not move stones to their feet.

Social media and purchase decisions, in the area of the operation of the efforts can be the ultimate, but the premise is this way you must not crooked, not evil. Double-edged sword, the author is most unwilling to see the enterprise control the social media marketing of the operation to do bad things ~