Minneapolis Online Marketing Blog

Does Top of Mind Marketing Still Exist?

Posted January 20th, 2010 by Mike Rynchek

Mike Rynchek
Spyder Trap Online Marketing

Technology has never moved faster, and my experience at 2010’s Consumer Electronic Show in Las Vegas, Nevada is evidence of that. Companies from around the world gathered to showcase how they plan to gain market share with their 3-D TVs and life-changing smart phones. As technology companies foster this evolution, consumers’ consumption of media is also following suit. Because of this, companies need to understand how their marketing efforts will be received according to consumers shifting expectations.

With the exponential growth in technology, one has to ask:

• How has this surge in technology changed consumer behavior relating to the theory of top of mind brand awareness?
• Has the ability to put information more readily at the consumer’s fingertips changed this methodology in any way?

I would argue YES.

Think about it for a second. If I was in the market for a new TV, Best Buy is the first brand that comes to mind due to an over-awareness and exposure to their outbound marketing tactics. Does that mean I will buy from Best Buy? Not necessarily.

As the consumer, I now control my own purchase process and have a world of information either in my hand or on my desk. Due the overwhelming access to information, the traditional buying process model has been completely altered. Within seconds, I can search for a better price, find a better promotion, compare delivery options; you name it. Basically, I have developed my own personal purchase process.

Keep in mind: As consumer behavior shifts, new best practices are emerging:

1. As consumers continue to gain control of information, the COMPLETE purchase process becomes even more vital. No longer can you get away with a great in-store experience but a less-than-adequate web presence. Also consider what areas of the “new” purchase process you can improve upon beyond the competency of your competition.
2. Consider all of the “non-traditional” touch points a consumer might have with your website, online customer service, and even all the way to search, social and email. Make sure each touch point is consistent with the brand and brand promise.
3. As this shift in consumer behavior occurs, large companies should especially take heed of the opportunity for smaller more nimble competitors to gain market share. (Zappos is a good David-becoming-Goliath example).
4. Cross channel marketing is different than in years past. As you ramp-up your TV, radio or print efforts, are you ready to capture people actively searching for your brand or product offering?
5. As awareness increases, and curiosity leads to increased website traffic, are you prepared to engage and convert visitors with varying interest levels? Do you have a plan to turn tire-kickers into advocates?

As a consumer, how has your purchase process changed?

Tags: CES 2010, Consumer Behavior, Purchase Process