Due to the abundance of buying channels, it can be challenging for businesses to reach consumers to influence their final purchase decisions.
With the rise of individualised data-driven sales and marketing, consumer purchase decisions are expected to be influenced by multiple channels, including social media and digital assistants. Having a good understanding of different information systems and significant data sources can help marketers better sway consumer decisions.
Marketers should analyse customer data to understand their target audiences’ desired touchpoints, needed products/services, and preferred content. These insights should then be used to reach prospects through effective channels and influence their final purchase decisions.
Consumer insights managers should also have a clear understanding of machine learning and data science to understand customer behaviour better and drive ROI. They should also look beyond traditional data sources and enable social listening to understand customers’ motivational factors.
[3 minute read]