Making Sense Of The Non-Linear Customer Journey
Recent research by Google and The Behavioural Architects found that when it comes to buying laundry detergent, the average customer can navigate up to eight different touchpoints. When it comes to booking an international flight, this figure is 259.
The non-linear purchase journey is a reality for modern marketers. Customers go to search for products they want to buy, only to end up down a completely unrelated rabbit hole hours later.
In the latest episode of Rethink, a podcast by Think with Google, host Rachel Corbett chats with a range of industry leaders to make sense of this ‘messy middle’ – a term used to describe the journey of an online customer from when they decide to buy a product to when they click purchase.
When it comes to the non-linear purchase journey, there is some method to the madness, according to The Behavioural Architects founder Mike Daniels.
In his conversation with Corbett, Daniels maps out the seven key principles that influence consumer behaviour – even if they don’t know it.
The principles are: ‘brand presence’, ‘heuristics’, ‘social norms’, ‘authority bias’, ‘the power of now’, ‘scarcity bias’ and ‘the power of free’.
“They can operate altogether at once to influence decision making,” Daniels said about the principles.
“And what’s really exciting about them is that if you as a marketer apply these behavioural principles in an intelligent and systematic way, you use them to reinforce your brand position.”
He likened this customer journey to a shopper walking into a bottle store on the search for a whisky.
“When people are looking at a wall of whiskies, the first thing they do is screen everything out. They don’t see the range of everything – their eye goes to familiar brands that they’ve seen before, the rest of it just get screened out,” he said.
“So brand presence becomes important, the authority bias, if there’s a label or an award. So that’s a category where Messy Middle happens. Then price comes into play and potentially it gets popped into the basket as well.”
exposing exposure
Also joining Corbett on episode three of Rethink is Google Australia and New Zealand director of specialist sales Rhys Williams.
Williams discusses the power of exposure for brands looking to influence a customer’s purchase decision.
He pointed to data which shows one in three customers will choose their second choice brand over their first choice one, simply if the second choice brand is there and the other is not.
“There’s this concept of exposure,” said Williams.
“We’re exposed to brands all the time – just in the world – there’s stuff you already know about brands that your family friends tell you.
“You have all your own biases already and you probably have some preferences. And it’s true for big purchases like a home loan or small purchases like buying something from the shop.”
Williams also revealed how the COVID-19 pandemic had changed customer behaviour – and which of these changes will stick.
With many retail stores closing amid the pandemic, 63 per cent of shoppers said the way they shop had changed a bit, while 15 per cent said it had changed a lot.
Most interesting was the fact that 30 per cent of Australians said that they would continue shopping online, even after COVID-19.
“Some of those behaviour changes we might see stick,” Williams said.
“It’s not new that people are researching online, that’s been around for quite some time, I think what’s new is now that when stores are closed, there is only one way to buy, which is online.”
Fighting COVID-19 with the messy middle
While marketers can use concepts associated with the ‘messy middle’ to alter consumer’s shopping choices, they can also use these principles to influence mass decision making.
This has been demonstrated with COVID-19, where governments around the world were forced to convince citizens to stay home and enforce social distancing measures.
One country that has had outstanding success in this fight is New Zealand. Leading New Zealand’s ‘Unite against COVID’ campaign was Gemma Bevan, who speaks on the latest podcast.
“The campaign had four key roles- to inform, to ensure compliance, to reassure and to enable,” Bevan said.
With this objective set, Bevan and her team worked to create messaging that was relevant, informative, and most importantly, empathetic.
“I think the effort on the ‘why’ was useful,” she said.
“So, for example, we didn’t just say make sure you wash your hands regularly. We’d say wash your hands regularly because it bursts the bubble around the virus and it will help you kill off the virus if it’s there.
“We knew it was going to be messy from the outset and we knew that we had a lot of different people that we were speaking to. We came to the development of the message knowing that we had to be really agile and we needed to be able to tweak and amend as we went along.”
You can listen to the third episode of Rethink, by Think with Google on Google podcasts, on Google Podcasts, Apple Podcasts, Spotify, Stitcher, Podcast Addict or TuneIn.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.