The purchase process starts at a general high level where consumers begin to understand what they need, products that are available and the features they want. During the information gathering stage contact is made with the companies that offer the products of interest. These interactions can occur within the search results, website portals, user groups, social media, offline media and by word of mouth. The consumer may see your product 10-20 times during this phase of their journey. Looking at all the potential interaction points as a unified whole is important to send the right message.
Consider the following questions to determine whether you’re prepared to take advantage of the opportunity to engage your customers early in their product search:
At the end of this process the consumer will form their consideration set of companies to contact. The LifeCycle Marketing approach ensures that the interactions with your brand position the company for the best chance of being included within the consideration set.