Blog articles about Decision Journey Mapping
Decision behavior amidst disruption
Adapting your marketing mix for short and long-term success
Adapting your pricing and NRM strategies
How to optimize your eCommerce strategy during disrupted consumer behavior
Exploring psychological distance, social distancing and decision
Decision behavior amidst disruption
COVID-19 is changing consumer decision behavior. Stay-at-home guidelines and stock shortages have accelerated online behavior and trials of new product choices. Which behavioral shifts will last?
As marketers, you need to quickly adapt to consumers’ short-term needs, while also keeping an eye on shoring up your long-term strategies.
To make the right decisions, it’s vital to understand the fundamentals of decision behavior.
The SKIM Habitual-Deliberate Decision Loop provides a framework for companies to understand decision behavior and help guide their business strategies – to achieve both short- and long-term goals.
It is especially useful to understand how COVID-19 dramatically changed the context of decision making. For consumers, the global crisis triggered a disruption, moving their “habitual” purchase decisions to more “deliberate” shopping behavior. With over 40 years of expertise analyzing consumer behavior, we’re here to help with tips and best practices.
Read more about the steps you can take to adapt to consumer decision behavior in the wake of COVID-19.
Adapt your marketing mix for short and long-term success
You know you need to adapt your marketing mix as you react to unprecedented events. To thrive in both the short and long term, it’s important to adapt your “4Ps” (product, place, promotions, and price) in the context of decision behavior.
The 4Ps are the factors you can control, despite uncertain times. Ensuring your strategy for each one is rooted in behavioral frameworks will give you the competitive edge.
Read on for practical considerations to keep in mind when using the traditional 4Ps.
Analyze patient needs to maximize your impact on treatment success
Emotions affect our behavior, what we do and how we do it. In the same way, as patients grow more influential, their emotions also affect decisions about their care and satisfaction with treatment. Yet patient research shows, particularly in the case of chronic conditions, that many of their emotional needs remain unmet. Frustration with progress, stress from the burden of taking more medication, or a sense of isolation are common, making them less likely to commit to their treatment or gain the maximum benefit. All of which could be bad news for your brand.
Conventional research approaches to understanding prescribing behavior lack the insights required today
A physician’s decision – or reluctance – to prescribe your drug over the competition has long been influenced by a number of factors, such as clinical efficacy, sales rep touchpoints, marketing materials etc. However, the proliferation of online medical information, social media referrals and wellness apps have added more considerations to the mix as patients take more control over their health. Now physicians, and other healthcare professionals, are assuming more of a “listener” role during consultations vs. solely the “adviser” role.
This shift in interaction between prescriber and patient, coupled with mounting time and cost pressure from the payers, places more importance than ever on accurately understanding why and when physicians make their prescribing decisions.
eCommerce success in the consumer goods category doesn’t happen overnight — it’s a journey
Defining a set of marketing guidelines that drive a measurable increase in sales is an incredible feat, never mind doing so for 2.5 billion smartphone users across the globe.
Yet that’s exactly what our client, and consumer goods giant, Unilever is tackling with the challenge of developing a consistent and cohesive set of mobile ready hero image guidelines for all brands, in all countries to follow with all retailers. When co-presenting with us at the OmniShopper International Conference, Oli Bradley, Unilever’s global e-commerce experience design director, shared details on his eCommerce journey. Here’s what we learned:
Remind yourself why the right customer decision journey framework matters—and which one you should be using.
Today’s consumer path to purchase has evolved a great deal. To succeed in the omnichannel world, you can’t afford to rely on outdated assumptions regarding your consumer’s decision journey.
Every customer’s decision journey is unique, especially in an omnichannel world. Customer journey mapping allows marketers to understand the different stages customers go through before, during, and after purchase. It also examines how to influence customers at the various stages of their journey.
Whether you’re a CPG brand manager or a B2B marketer, your customer’s decision journeys are complex, dynamic, and easily disrupted by new options and inputs – online and offline. Today’s omnichannel world has created a new path to purchase for consumers, business professionals, and healthcare decision makers. Their decision journey is influenced by technology and media that didn’t even exist a few years ago, but do you know how, where, and when?