Grow your business by advertising on MSN, Xbox, and more!
Last week at Spikes Asia in Singapore, Microsoft Advertising announced the results of a retail study that it had conducted in collaboration with Carat USA. The study looked at how the recession has changed shoppers’ purchasing habits and how different media touch-points impact consumer shopping behavior. Martin Cass, president of Carat USA, and I will be sharing more on the findings and the strategic insights for marketers across industries at Advertising Week today in “The New Shopper Journey” session at 10:00 a.m.
The bottom line? Digital has changed how people learn about, research and discuss their purchase decisions. The model of the purchase funnel—the traditional idea of moving a consumer from awareness with brand advertising to sales with direct advertising—are no longer always the case. It’s now more of a tumbler. People are getting information and being influenced from all different angles – most of those digital. Many may first learn about a product based on a tweet from a friend or a post on a social network. They go online to research the product, searching for the product, the store, reviews. They may see a brand ad and even make a purchase online.
We’re also learning that what happens after the purchase is just as important as what happens before, as people blog, tweet and post online reviews of a product, which may in turn influence their friends. The recession has compounded these behaviors – with belts tightening, people now research or turn to friends for recommendations before making purchases.
The change in consumer habits is astounding. Consider:
As consumer purchasing habits change, so must digital marketing. It’s important that marketers reach consumers on every channel, ranging from online display and in-game to build brand awareness to mobile advertising that pushes an in-store purchase over the finish line.
Importantly, there is no single way to direct consumers toward purchase, which means that understanding the demographics and psychographics of a target consumer is more important than ever.
At Microsoft Advertising, we’re driven to do just that. We partner with advertisers to help them reach a variety of audiences by engaging with consumers anywhere, anytime and on virtually any device.
Corporate Vice President, Global Ad Sales and Strategy, Microsoft
Follow us on Twitter and our Facebook Page and subscribe to the Microsoft Advertising Blog for all the latest news AdWeek in New York City.
Check out our Advertising Week microsite and follow the action on your mobile device too: www.adwk.mobi
Follow us on Twitter @MSAdvertising | Find us on Facebook and YouTube | Share your thoughts in the Forums | Subscribe