For anyone who’s still struggling with whether and how to incorporate social media into marketing campaigns, here’s a somewhat obvious, yet brilliant, way to determine how consumers use online channels on their path to purchase —just ask them!
The survey questions centered on what kinds of products consumers researched prior to making a decision to buy and which platforms they used. As in earlier studies, respondents indicated that online research played a major role in helping them make informed decisions. This was particularly true for big ticket items, or products for which people have strong emotional investments.
Here are a few salient findings that caught my eye: Read the rest of this entry »