Influencing Shopper Decisions
Lýsing:
Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world? Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information.
Before making a purchase decision, your brand's target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making. By tracking the evolution of the shopper mindset from the First Moment of Truth to Google's infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context.
Whether you're a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers. .
Annað
- Höfundar: Rebecca Brooks, Devora Rogers
- Útgáfa:1
- Útgáfudagur: 2022-04-03
- Hægt að prenta út 10 bls.
- Hægt að afrita 10 bls.
- Format:ePub
- ISBN 13: 9781398603622
- Print ISBN: 9781398603615
- ISBN 10: 1398603627
Efnisyfirlit
- Cover: Influencing Shopper Decisions
- Praise for Influencing Shopper Decisions
- Title Page
- Contents
- Foreword
- Acknowledgements
- List of Figures
- List of Tables
- 01 Redefining the Shopper Journey for the First Time
- The Internet Changed Everything
- Where We Started
- Getting Our First Shot
- Our Baby Named ZMOT
- Key Takeaways
- References
- 02 The Hidden Danger of Brand Narcissism
- Questioning the Questions
- Market Research Origins
- The Emergence of Consumer Choice
- The Rise of Brands and Brand Identity
- Measuring Persuasion, Involvement, and Salience
- Digital Media Changes the Shopper Journey
- Brand Loyalty Measured: Net Promoter Score
- The Emergence of Brand Narcissism
- Key Takeaways
- References
- 03 The Age of Shopper Promiscuity
- Driven by Innovation
- Driven by Unlimited Access
- Driven by the Need for Expression
- Driven by Reprioritization
- Key Takeaways
- References
- 04 The Shopper DIAL
- The Correct Research Audience?
- Defining Shopper Promiscuity
- The Facets of Shopper Promiscuity
- DIAL Demographics
- What the Shopper DIAL Tells Us
- Key Takeaways
- References
- 05 Source Usage: A New Metric for Changing Shopper Behavior
- Why Source Usage Matters
- What Source Usage Tells Us Today
- Key Takeaways
- References
- 06 Net Influence: Revealing the True ROI
- The Birth of Net Influence
- The Tyranny of ROI
- How Net Influence Works
- Net Influence in Today’s Economy
- Key Takeaways
- Reference
- 07 Other New Metrics for Guiding Decision Making
- Source Content
- Timeline
- Barriers to Purchase
- Key Takeaways
- 08 Redefining Brand Tracking
- Brand Tracking: Necessary, but Frustrating
- Narcissism and the Purchase Funnel
- Rejecting the Traditional Brand Tracker
- Key Takeaways
- 09 Unlocking Hidden Shopper Insights Through Agile Neuroscience
- Neuroscience Back Then
- Agile Neuroscience and Completing Our View of the Shopper Journey
- Key Takeaways
- References
- 10 The Evolution of Shopper Values
- Shoppers Do Research to Understand the Stories Products Tell
- Shoppers Notice When the World Turns
- New Stories, New Expectations, New Norms
- The Impacts of Economic Power and Generational Attitudes
- Key Takeaways
- References
- 11 The Covid Inflection Point
- Covid’s Impact on Shoppers
- Time is a Luxury for Remote Workers
- More Time Means More Research
- Time Leads to Increased Defection
- Time Generates More Barriers
- Shoppers Who Spend More Time are More Likely to Share Their Experiences
- Covid Has Changed Shoppers’ Priorities
- Key Takeaways
- References
- 12 Strategies for Change
- What To Do About It
- Next Steps for Researchers
- Next Steps for Marketers
- Next Steps for Executives and CEOs
- Reference
- Index
- Copyright Page
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- Gerð : 208
- Höfundur : 18128
- Útgáfuár : 2022
- Leyfi : 379
