As the industry continues its evolution, the line between business-to-business and business-to-consumer marketing is becoming increasingly irrelevant. What matters more than business vs. consumer is one’s purchasing process — the customer mindset as they take their journey toward a decision. Driven by this insight, we developed a more focused marketing approach that taps deeper into buying behavior: considered purchase marketing.
What is a considered purchase?
A considered purchase is a complex buying decision with a high degree of financial and/or emotional risk and reward, which requires meaningful investigation and deliberation prior to a transaction. All purchase decisions fall along a spectrum of complexity and consequence; unlike an impulse buy, a considered purchase typically has a long purchase cycle and significant consequences. Considered purchase decisions exist for both consumer and commercial products and services.
Why is it important to make the distinction?
In order to make real connections with consumers that influence their decisions, you have to understand who they are, what their motivations are and how they go about choosing a brand. Influencing a person to buy a pack of gum requires a vastly different marketing approach than influencing a person to buy life insurance, or a business to invest in a new technology. Whether you’re targeting a business or a consumer, these specific purchase journeys require a specific approach to marketing that recognizes the journey, respects the investment and consequences of the purchase and reinforces confidence in the buyer that your brand fits their criteria.
What makes Nelson Schmidt the experts?
Our decades of experience have given us a unique perspective into the complexities of these customer journeys. In B2B, almost every purchase is a considered purchase because so much is riding on every decision. And we recognize that, in many instances, individual consumers are going through the same thought processes in order to make certain purchases. They’re taking their time. They’re seeking out more information. They’re doing research. And we’re positioned with the knowledge and capabilities necessary to eliminate traditional B2B vs. B2C restrictions and speak to a cognitive process rather than an arbitrary categorization.