Written by Esther Ocampo
Hello, fellow marketers and curious minds! Today, we're diving into the world of consumer behaviour, a fascinating topic that's been shaping marketing strategies since the 1940s and 1950s. But don't worry, we're not here to give you a history lesson. Instead, we're going to explore why understanding consumer behaviour is so important and how you can use it to boost your business.
What Is Consumer Behaviour?
Consumer behaviour, also known as buyer behaviour, is the study of individuals, groups, or organisations and how they go about purchasing products or services. It's not just about tracking the customer journey; it's about understanding the emotions, attitudes, and preferences that influence buying decisions. This knowledge is like gold dust for marketers as it helps them tailor their strategies to meet the needs and desires of their target audience. Esther and Melanie discussed it in length in Episode 254 of The Monday Morning Marketing Podcast.
The Subconscious Nature of Consumer Behaviour
As Esther pointed out in that episode, consumer behaviour is often subconscious. Even seasoned marketers might not realise they're tapping into the subconscious desires of their audience. It involves understanding how consumers prefer to receive information—be it through video, audio, or written formats. This can seem daunting at first, but if you've been marketing successfully, you might already be doing it without realising!
The Consumer's Journey
Melanie goes on to explain the consumer journey as a funnel, starting with awareness, moving through interest and consideration, and finally reaching retention. Understanding each step of this journey and the motivations behind it can help you craft a marketing strategy that resonates with your audience.
Products vs. Services
When it comes to selling products, you might find it easier to channel your own wants and needs. However, for service-based industries, the challenge is different. You need to appeal to those who may not see the need for your service or understand its benefits. This is where understanding consumer behaviour becomes crucial.
Tapping into Consumer Behaviour
So, how can you tap into consumer behaviour? Melanie and Esther suggest several methods:
Primary and Secondary Research: Conduct focus groups, taste panels, or surveys to gather direct feedback from your audience. Secondary research, like industry reports, can provide valuable insights too.
Google Analytics and Social Media Analytics: Dive into your analytics to understand where your sales are coming from and who your audience is. You might be surprised by the results!
Feedback and Reviews: Listen to your customers' feedback, whether through reviews, comments, or direct questions. This will help you understand their preferences and motivations.
A/B Testing: Experiment with different formats and platforms to see what resonates best with your audience. Remember, A/B testing isn't just for ads; it can be done organically too.
The Importance of Personal Connection
Don't underestimate the power of personal connection. Whether it's meeting clients in person or engaging with them through networking events, a personal touch can make all the difference.
Wrapping It Up
In the world of marketing, understanding consumer behaviour is like having a secret weapon. It helps you tailor your strategies, reach your audience more effectively, and ultimately, drive more sales. So, take a moment to review your analytics, tap into your consumers' mindset, and watch your marketing efforts soar!
That's all for now, folks! Thanks for joining us on this journey through consumer behaviour. If you found this post helpful, why not share it with a friend? And remember, we're here to help with any marketing questions you might have. Until next time, happy marketing!