The old purchase funnel, as it was known, was based on the theory that people would consider a wide range of brands before making a purchase. One way communication would be directed at the consumer and they would whittle down their choices, until they were left with one product, which they would buy. Then, if marketed at correctly, the theory said that you could turn these people into advocates, which would result in repeat purchases.
The emergence of digital and the super savvy shopper has meant that the consumer purchase journey has changed. Consumers are able to get more information about brands and it’s products at the touch of a button, before making a decision whether to buy or not.
After examining the purchase decisions of over 20,000 consumers, McKinsey were able to update the funnel. The end result was the “Consumer Decision Journey”, which was born in 2009.
PR agencies need to understand where they can influence people on this “new” purchase journey. The old school PR agency will still churn out press release after press release, in the hope that it will generate awareness and that might lead to a purchase. Knowing what we know now, this approach is completely unacceptable.
Traditional PR does still serve a purpose. An increase in awareness will increase propensity to buy and a company’s reputation can owe a lot to a strategic PR programme. But coverage has got to be targeted – it needs to appear in titles that appeal to the key target audience. So many agencies still adopt a splatter gun, any hit will do approach. What’s the point in that?! Read full article
Posted by Greg on December 4th, 2013