Purchase process: What is and how it works?
We live the purchase process as consumers on a daily basis. Although
call it buying process can make it sound like a somewhat complex, we
actually had all the things that we have acquired. Everything we have, except for what they have given us, has gone through an process or purchase cycle.
This cycle by which we regularly consists of a series of stages; phases which have automated within us and which are not always aware of carry out.
Then we will analyze each of those stages that we go through when we intend to buy something. If you prefer to follow this explanation in video, you can click on the following window:
In this case you will learn the differences between Inbound Marketing, SEM and Branding, since each part of a different phase of the buying process to try to convince the customer.
The brand launched advertising before the user have a real need has been able to convince him that it is the best and that it no longer has anything to think. So, continuing with our example, if a brand like Apple has spent years showing you how incredible that its products, result in the time in which you realize that need a computer you will think at Apple.
Search engine marketing It is another technique used to try to convince in the buying process, but in this case splits from the decision phase. SEM appears when the user has already decided.
Our example user has in mind three different models of computers: an Apple, a Toshiba and Samsung. The strategy would be that when this search on Google a comparison of those words, appears as a result SEM shop that show you the availability of these, their characteristics and the final price; as well as a button for purchase to proceed to the next phase: the action.
Since it appears the need to buy a computer, a brand that Inbound Marketing applies may have a blog where he discusses the current offer on the market for a given size of screen of laptop. This blog may have individual articles for each of those computers, thus allowing the research phase is closed and can move to the phase of decision between a few alternatives like the user. When going to the decision, within the same page can be a direct link that will take us to the store itself, where the customer can move to close its purchase process.
You have to be aware of that when the customer is in the first two phases, should not be direct mention to the store which will buy because the user is not ready for it. This should occur only when the process of final purchase action is close, i.e. in the phases of decision and of action.
As you can see, there are different formulas of capturing a customer and influence their final purchase decision. Each of them begins in a phase in the process of buying different, and Inbound Marketing is the only one who accompanies him on all of them.
This cycle by which we regularly consists of a series of stages; phases which have automated within us and which are not always aware of carry out.
Then we will analyze each of those stages that we go through when we intend to buy something. If you prefer to follow this explanation in video, you can click on the following window:
Phases of the buying process
- Phase 1 - Awareness or to realize: the first phase which takes place in a checkout process is having to do with realizing a need. For example, when buying a new computer, the user who engages in a process of buying must realize that his no longer more than Yes, or if you don't have another, falls into the account of the need to have one.
- Phase 2 - research: since the user realizes that have the need to buy, begins an investigation to know what alternatives there are currently on the market. In the case of the previous example, what it does is using websites, blogs, forums, or even physical stores to get to know the available offer. Their characteristics, their designs, their price, the extras that come with each of the models of computers...
- Phase 3 - Decision: after the research phase occurs the decision phase in the buying process. This, the user already has clear the offer in the market and it has been with a few alternatives that cover the needs and personal tastes than search the product you purchase. In the case of our example, a computer. Although it is decided at this stage, comparisons are still making more thoroughly on the two or three final alternatives, and therefore, although it is a differential of the previous phase, also produced research
- Phase 4 - action: the last phases of the buying process implies that the user already has it clear. It is going to take action and will buy the computer that was considered, after the decision, which is that most suit you.
The influence of Inbound Marketing, SEM and branding in the buying process
You just described is the general buying process that takes place whenever a user realizes that need a product. There are various strategies that companies can use to accompany the user in their purchase decision, so end up choosing us above our competition.In this case you will learn the differences between Inbound Marketing, SEM and Branding, since each part of a different phase of the buying process to try to convince the customer.
Branding
Advertising agencies making a signature branding us impact during a period determined on a particular product from a brand. Thus, the impact of this strategy occurs until the purchasing process is given. That is, before the start of the phase of Awareness or to realize.The brand launched advertising before the user have a real need has been able to convince him that it is the best and that it no longer has anything to think. So, continuing with our example, if a brand like Apple has spent years showing you how incredible that its products, result in the time in which you realize that need a computer you will think at Apple.
PE.
Search engine marketing It is another technique used to try to convince in the buying process, but in this case splits from the decision phase. SEM appears when the user has already decided.
Our example user has in mind three different models of computers: an Apple, a Toshiba and Samsung. The strategy would be that when this search on Google a comparison of those words, appears as a result SEM shop that show you the availability of these, their characteristics and the final price; as well as a button for purchase to proceed to the next phase: the action.
Inbound Marketing
For its part the strategy of Inbound marketing bet by accompany the user throughout the purchase process.
Since it appears the need to buy a computer, a brand that Inbound Marketing applies may have a blog where he discusses the current offer on the market for a given size of screen of laptop. This blog may have individual articles for each of those computers, thus allowing the research phase is closed and can move to the phase of decision between a few alternatives like the user. When going to the decision, within the same page can be a direct link that will take us to the store itself, where the customer can move to close its purchase process.
You have to be aware of that when the customer is in the first two phases, should not be direct mention to the store which will buy because the user is not ready for it. This should occur only when the process of final purchase action is close, i.e. in the phases of decision and of action.
As you can see, there are different formulas of capturing a customer and influence their final purchase decision. Each of them begins in a phase in the process of buying different, and Inbound Marketing is the only one who accompanies him on all of them.