Forget Funnels, here’s a new model for the Path to Purchase
“Brands need a new model for path to purchase that better reflects consumers’ buying behaviour”, writes James Hankins, a consulting strategist and founder of Vizer Consulting in Marketing Week recently when proposing a new model.
This interlinked model allows all points to be connected to all potential decision nodes. The benefit being there are no pre-formulated pathways or directions. As each node is linked to every other node this theoretically represents a vast number of potential paths to purchase.
Here is that proposed model based on six different states or nodes. How does it work? The assumption at its core (and based on truth) is that pathways are non-linear, and this has always been the case.
So, what does that mean? Well, simply put, a person can make their own way from A to Z any way they choose. In reality there are very few ‘fixed’ pathways and most are two-way (feedback loops and changes of mind). This model posits that an individual can start wherever and eventually make their own way to purchase, that is if they do buy in the end because not everyone always gets there. The biggest difference being that the hexagon leaves all paths open rather than forcing you a linear funnel.
Fairly general categorisations have been applied here as there are commonalities for many categories, even if these ‘nodes’ last for a micro-second.
Applying the pinball metaphor, marketers can use their investments as ‘flippers’ or ‘bumpers’ to guide people to final score (that is an extra ball) with the impact of communications acting like geometry to improve the probability you’ll score highly.
What are the implications of this for OOH? The model is supported by previous research which revealed that not only that proximity OOH delivers strong sales uplift for brands but wider locations delivering coverage also influence delayed decision making. Utilising touchpoints across environments, retail and roadside for FMCG brands for example, can affect action or in this case flip / bump consumers to that extra ball.
OOH takes on ‘new potency’ as consumers burn out on devices
A new report by The Harris Poll, commissioned by the Out of Home Advertising Association of America (OAAA), found that consumers are now keen on outdoor and shared experiences. The lockdown and the pandemic have led to a rise in digital burn out with 75% of consumers stating that excessive time on devices leads them to tune out digital device ads, a +7 points increase since September.
The report also found that consumers are more likely to be engaged with and influenced by Out of Home marketing in major urban areas. 55% of consumers who live in large cities reported that they had noticed more OOH messaging and signage in recent times in comparison to 41% of the general population. It is also interesting to note that over 34% of big-city residents say that OOH plays a significant role in their purchase decision.
OOH, particularly digital OOH, should get ready for a renaissance marked by unconventional timelines. Pent up demand is growing, especially for experiences and consumers plan on making up for lost time which means they will be less constrained by traditional calendar milestones.
But the no contact lifestyle is becoming increasingly prevalent as consumers seek to minimize activities seen as unsanitary and potentially risky to their health. It’s critical to be “touchless” ready across all channels – physical and digital. Marketers will be searching for the right balance of contactless yet with a human touch.
Visitor Numbers Triple to Coillte’s Local Forests During Covid Lockdown
Coillte reveals visitor numbers to some of its most popular recreational forests have doubled to tripled since lockdown began last year, depending on location.
Overall, visitor numbers to the country’s top 50 forests were 2.2 million from the beginning of March to the end of December 2020.
Top ten forest locations include Dublin, Monaghan, Kildare and Wexford.
As Coillte has c.6,000 forest properties, the number of visitors across the nation’s forests is a multiple of this.
This represents an overall increase of 38% from 1.6 million# for the same period in 2019.