Social media’s role in path to purchase
Consumer path to purchase has always been a major business consideration, especially for B2C establishments. Over the last decade, brick and mortar operations have largely evolved into clicks and mortar businesses thanks to the impact of online shopping and ease of access to customer reviews.
Factoring in the power of third party endorsement via social media, there are now more external influences on the customer purchase journey than ever before.
Research organisation Vision Critical recently released a whitepaper titled From Social to Sale, which outlines eight key prompts to assist in identifying your potential influence in driving purchase through social media. Questions range from assessing your target audience’s social media usage habits to the impact smartphones have on customer sharing and purchase decisions. One prompt in particular delves into an increasingly common query posed to marketing departments: how long does it take customers to go from sharing to shopping?
Read the full article from B&T Magazine.