Marketing is all about consumer education, communication the value proposition when she is most receptive and differentiating within the competitive landscape. Study Places Value On Marketing At Consumer Research Stage - MediaPost article.
Couple nuggets...
- CONSUMERS SPEND 10% MORE FOR televisions and digital cameras they buy in stores when they research these purchases online first using a search engine.
- the brand experience begins well before the shopper walks into the store
- The Internet was the top resource for researching digital cameras and televisions, with 75% of those who researched a purchase beforehand going online to do so. The leading online resources were retail Web sites (73%), manufacturer Web sites (68%), and search engines (49%); 55% of the people walk into the stores with specific brands in mind; 80% of these consumers who do product research before hitting the store end up buying one of the brands they were originally considering; remaining 20% said in-store salespeople were highly influential; 75% didn't know the model they wanted when they got to the store
- Purchasers who used search engines spent on average $31 more on digital cameras and $139 more on TVs. This group used twice as many research sources (5.7 sources) as non-searchers (2.5 sources)
