How Online Research Shapes
Consumer Purchase Decisions
The Rise of Pre-Purchase Research
Consumers are increasingly conducting research before making purchasing decisions. This shift, driven by the accessibility of information online, has significant implications for businesses aiming to attract prospects and establish themselves as thought leaders. A substantial majority of consumers now engage in online research before making purchases. According to a GE Capital Retail Bank study, 81% of consumers go online to find information and answer questions about products or services before heading to a store. This trend is even more pronounced for high-value or high-cost purchases, with consumers spending an average of 79 days gathering information before making a decision.
Preferred Channels for Research
Consumers rely on various online platforms to conduct pre-purchase research. A survey by PowerReviews.com identified the top five channels:
- Search engines like Google (89%)
- Amazon (88%)
- Brand websites (56%)
- Walmart.com (55%)
- Other retailer websites (54%)
The Role of Content Marketing
Content marketing has become a pivotal business strategy, with consumers increasingly relying on online research. By providing valuable, relevant, and consistent content, companies can attract and retain a clearly defined audience, ultimately driving profitable customer action. High-quality content impacts audience decision-making more than any other technique. It builds trust and credibility, improves SEO and online visibility, and adapts to consumer behavior by meeting them where they are in their decision-making process.
Strategies for Effective Content Marketing
- Understand Your Audience
Conduct research to identify your target audience's needs, preferences, and pain points. This insight informs content creation. - Create Valuable Content
Develop content that solves problems, answers questions, and adds value. This can include blog posts, videos, and infographics. - Optimize for Search Engines
Implement SEO best practices to ensure your content is easily discoverable. - Utilize Multiple Channels
Distribute content across platforms, including your website, social media, and email newsletters, to maximize reach. - Engage with Your Audience
Foster interaction through comments, shares, and discussions to build a community around your brand.
Case Study: Cerave's Digital Marketing Success
Cerave, a skincare brand, has effectively utilized content marketing to engage consumers conducting pre-purchase research. By focusing on science-backed content featuring dermatologists and leveraging social media platforms like TikTok and Instagram, Cerave has built trust and credibility among consumers. Their marketing campaigns often include ironic and humorous elements, resonating well with skeptical consumers seeking authenticity.
Conclusion
As consumers continue to take control of their purchasing decisions through online research, businesses must adapt by providing valuable content that meets their needs. By implementing effective content marketing strategies, companies can enhance online visibility, build trust with potential customers, and position themselves as thought leaders
