TIPS TO INFLUENCE PURCHASE DECISIONS

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If there’s one truism about today’s market, it’s that people have more options than ever before. No matter what they’re looking for,

consumers have a bundle of brands ready to do business with them. So when they’re ready to buy, how do you ensure it’s your brand that gets a consumer’s business? The following four tips are a good place to start.

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1. Let Data Guide Decisions, Not Verify Them. So often, marketers will develop an idea for a campaign and then seek out the

data to verify their inclination. Do the opposite. Use data to tell you what your customers want, and develop your messaging accordingly. This will improve

your chances of catching their attention and facilitating a purchase.

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2. Develop a Purpose. Consumers are more likely to buy from a brand that supports a good cause.

So seek a higher purpose. Think TOMS’ “One-for-One” or Dove’s “Real Beauty” campaigns. Develop a partnership with a charity or another altruistic organization, and tie the amount your brand donates to your sales.

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3. Context Is Crucial.Personalization has been shown to lift sales a full 19 percent.

Use programmatic tools, AdWords, social media, and apps to market in the moment around trending topics, events, and even the weather.

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4. Think Seamless Community.Lose the divide between digital and physical and think of your brand

as a community. Within that community, all messaging and experiences should be seamless. Ensure consumers know what your brand stands for,

its purpose, and how they fit into the mix.

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All content for this slideshare has been aggregated from the ANA’s Marketing Knowledge Center. Want more to dig deeper? We’ve got you covered:

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Going Beyond Data-Driven Marketing to True Intent-Driven Campaigns

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