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A massive increase of available information and choices is leading consumers on longer, more complex decision paths.

The Result: More anxious, less “sticky” consumers.

Simplify the consumer’s purchase journey through new media integration and tailored messaging

Two Things Winning Brands Do

Across the past 20 years, there is an extreme mismatch between the growth of information flying at consumers and their ability to process it.

 

In this mismatched world, the best way forward is to drive decision simplicity: the degree to which it is easy for consumers to gather, understand, prioritize, and trust information for purchases.

 

Accordingly, best-in-class marketing organizations are re-tooling their marcomm planning processes in two ways:

1Integrating emerging media (like mobile and social), store, and word of mouth.
(e.g. customer reviews on product pages and advertisements)

2Tailoring messages to the decision-making process
(e.g. presenting early-stage search results on your site for return visitors)

Typical IMC vs. Decision-Simplifying IMC

Typical IMC   Decision-Simplifying IMC
  • Traditional touchpoints all emphasize the same key benefits/outcomes
  • Trusted consumer voice is an extra
  • Clear calls to action on each touchpoint
  • Message tailored to touchpoint
  • Point-of-purchase is an afterthought
    or planned separately
  
  • Mobile, social media, and the store also emphasize
    the same key benefits/outcomes
  • Trusted consumer voice is heavily incorporated
  • Clear pathing across touchpoints
  • Message tailored to decision stage
  • Upstream touchpoints support
    point-of-purchase decision

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