which phase of the vehicle purchase process generates word of mouth course hero

How much of a customer's pre-purchase interaction with a brand is consumer-driven, rather than brand?

Some research shows that as much as two-thirds of a customer’s pre-purchase interaction with a brand is consumer-driven, rather than brand-driven. Shoppers read reviews, ask friends, and may even reach out directly to a brand with specific questions.

What is phase 2 of a consumer?

Phase 2: Evaluation of Alternatives. Sometimes, a consumer may start with a large list of brands or products and naturally begin to eliminate choices. Other consumers may begin with no idea what kind of brand or product they want, so they build a list along the way.

How to develop buyer personas?

Take the time to study your consumers. Secondary research, focus groups, and other qualitative research methods can all yield useful insights. Once you have enough data, you can develop buyer personas that represent specific segments of your customer community and develop your content with those personas in mind. What’s meaningful for a fictional persona is likely also meaningful for the real customers your persona represents. Your content should address specific questions within a particular stage of the consumer journey—from developing awareness to identifying optimal purchase opportunities.

What is the consumer journey?

At the onset of the consumer journey, all the customer may know is that there is a problem that needs to be solved. The consumer is currently experiencing an unmet need and typically begins a research process in order to find information that can help meet that need. At this point, consumers typically take to the internet to research various products that might prove useful. They may also check out several different brands or different specific products and dive into customer reviews to find out how “real people” have experienced their purchases.

How to optimize content for consumer journey?

The key step for optimizing content for the consumer journey is to actually put yourself in the consumer’s shoes. You have to switch your mindset to focus on what’s good for the consumer rather than what’s good for the brand—at least in the short term.

Can a buyer wait for a brand to push information her way?

Another seismic change in the buyer’s journey is that today’s buyer doesn’t need to wait for a brand to push information her way. Instead, the consumer can just reach out and ask you directly. In fact, consumers are much more comfortable with this two-way exchange of information between the buyer and the brand.

Is the customer journey a straight line?

But considering the evolution of buying experiences in recent years, the customer journey is much more complicated these days—it may not represent a straight line down an obvious funnel. The high volume of products and services available forces consumers to do multiple rounds of research before making a purchase.