Savvy marketers know that people usually don?t buy products or services immediately. Often times, multiple interactions are needed before a person is ready to make a purchase.?These can be online and offline interactions with your brand or products and services. To help you gain a deeper and better understanding of how your target market behaves in terms of the buying cycle, Google has recently launched a new tool in their Think Insights page called the Customer Journey to Online Purchase.
This tool provides insights for many different industries and countries including the United States, Canada, Brazil, UK, and more. As a business owner or marketeer it?s very important to understand the buying cycle (the green/blue bar in the image below). And, as the image shows, people can be influenced by multiple channels and interactions including emails, paid search (like Google Adwords or Bing Ads), social media and from referring sites:
Source: Google
Google?s tool helps you to dial in on your market to gain a better understanding of the whole process and where you should focus your attention on. For example, when looking at the travel industry in Canada, we can see that the channels Email and Social play an important role as Assistants. This means these are valuable channels that help drive conversions/purchases.?Click on the screenshot below to enlarge.
Source: Google
I suggest you play around with this new tool and see if you can get some new insights from this valuable data. This in turn can help you make better informed marketing decisions that enables you to increase sales and optimize the use of the various online marketing channels available to you.
Source: http://www.netconnexion.com/blog/understanding-the-customer-journey/
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