the new online buyers journey

The NEW Buyer’s Journey

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Far too many businesses have an outdated perception of the journey that consumers take to become customers. This belief stems from an antiquated perspective of the buyer’s journey as a linear process or funnel. While this may have been the case years ago, the modern buyer’s journey is much more of a non-linear, intricate odyssey. This new odyssey consists of many forks in the road, the retracing of steps, turns in all directions, as an overabundance of available information guides consumers.

Both B2B and B2C brands operating today must seek to understand the new buyer’s journey. An understanding of this journey helps businesses remain competitive, reach sales goals, and appeal to changing demographics. While B2B and B2C approaches to advertising can vary significantly, buyers’ journeys are more similar than ever before. This is especially true for B2C companies that are operating on a considered purchase path (CPP). Both sets of buyers are informed by research, driven by data, and seek an honest and helpful connection with brands.

For media buyers to gain a more robust understanding of the new buyer’s journey, let’s focus on a few aspects of the journey that impact B2B companies, and B2C considered purchase path companies.

Increasingly Complex Paths to Purchase

Modern consumers are inundated with options, which increases the complexity of purchase paths. Both businesses and consumers making considered purchase decisions are spending more time conducting research and comparing their options. These buyers want to make sure that they are making the most informed decision possible. This means that decisions can no longer be attributed to a single touchpoint, but rather a series of touchpoints that span days, weeks, or months.

For example, when a consumer is interested in purchasing a new car, they are partaking in upwards of 900 digital interactions before signing the lease. This exposes the need for advertising campaigns that are omnichannel and attribution models that are multi-touchpoint. Not all 900 of these touchpoints are generated via google searches, but rather across dozens of websites, social media platforms, and search engines. Brands that have a presence across all of these channels are creating more impressions and optimizing every touchpoint.

On the B2B side, finalizing purchase decisions is arguably even more complicated. This can be attributed to the fact that a single purchase decision made at any given company is affected by a diverse set of individuals. Each individual has their unique concerns and is exploring their path to purchase. When the actions of all individuals are combined, the result is a labyrinth of touchpoints.

75% of B2B customers agree that their purchases involved individuals from a variety of roles, teams, and locations. B2B businesses that are appealing to these customers must account for this non-linear path to purchase and the array of personalities by adopting an omni-channel and data-fueled approach to their advertising strategies.

Growing demand for content

The Growing Demand for Content

The desire to consume accurate and helpful information is driving these considered purchases on the new buyer’s journey. Touchpoints are increasing because consumers are seeking insight. This insight is delivered through various types of content, discovered across multiple channels. Ultimately consumers demand content that will empower them to make the decision that is right for them.

The growing demand for content can be seen in both B2B and B2C purchase paths. Despite the overwhelming number of choices that consumers are presented with, they have become proficient in utilizing the digital tools at their disposal. These tools come in the form of price comparison websites, eCommerce website reviews, Youtube videos, podcasts, social media posts, blogs, and more. This seemingly endless reservoir of information applies to B2B and B2C brands, as their customers use multiple channels to seek content that will impact their purchasing decisions.

The Demand for a Brand Presence

The Demand for A Brand’s Presence

Due to the proliferation of information and informative content, consumers now have incredibly high expectations when purchasing. Buyers are looking for brands with a strong presence across all of the channels they flock to for information. These growing demands make it difficult for brands to keep up with the consumer, which results in a “presence gap.”

As the purchase path has become more complex, and buyers are consuming more content to inform their decision, they are spending more time conceptualizing their ideal purchase. This presents an opportunity for brands that prioritize an omnichannel approach to advertising, as they are present at many stops on the path to purchase. When this presence proves to be honest and helpful, the product or service that the consumer is conceptualizing becomes informed by the brand’s presence.

Strong ad campaigns weld the consumer’s imagination with a brand’s product so that they are ultimately inseparable. Brands that conduct these campaigns recognize the demand for presence and content and use these growing demands to increase engagement and brand awareness.

The new buyer’s journey may complicate advertising for both B2B and B2C companies; however, it also creates opportunities for brands that can adapt. The complexity of purchase paths reduces the power of linear advertising solutions provided by Google or Facebook and empowers brands that enact omnichannel advertising strategies. When carried out successfully, these omnichannel strategies account for the growing demand for content and presence throughout the non-linear path to purchase. This inspires consumers to engage and optimizes opportunities for conversions.

Why ReverseAds

Media buyers seek solutions that address the new buyer’s journey and account for growing demands from both B2B and B2C customers. We empower brands to be where search results can’t be – delivering a 360º presence throughout the entire non-linear buyer’s journey. The ReverseAds cookieless solution protects customer privacy while meeting consumer demands (and behaviors) across purchase path industries who expect information and presence throughout their entire considered purchase roadmap.If you’d like to learn how to increase your presence across multiple channels and improve your ability to appeal to considered purchase path consumers, visit https://www.reverseads.com/or email us at info@reverseads.com to schedule a time to speak with a ReverseAds Data Intelligence Specialist.

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