The decentralization and infinite influences on purchase that modern technology has triggered require a shift from arbitrary audience categorization (B2C or B2B) to defining the degree of physical, financial and/or emotional risk and reward of a purchase. In other words, impulse buying – a simple path to purchase, like a pack of gum or bottle of water – versus what we call considered purchase marketing – a multifaceted path to purchase, like an RV or industrial machine. Considered purchase marketing focuses on influencing consumer or business buyer behavior as they research options, compare features and calculate benefits along a complex buying journey.

To make real connections with people that truly influence their decisions, you have to understand not just who they are, but also what their motivations are and how they go about choosing one brand over another. Influencing a person to buy a pack of gum requires a vastly different approach than the omni channel marketing strategy required to influence a person to buy life insurance or persuade a business to invest in a new technology. These complex considered purchase journeys require a specific approach to multi-channel 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.

Our 50 years of experience focusing on complex purchase decision categories has given us a unique perspective into considered purchase customer journeys. Historically, B2B has been the segment where almost every purchase is a considered purchase because of the inherently complex path to making a business decision. Today, technology has democratized the way consumers make many purchase decisions, giving them more control over their journeys and resulting in paths to purchase that are much more complex. Our deep understanding of multifaceted buying journeys allows us to more effectively influence both business and consumer audiences as they take more time, seek more information and do more research on their paths to purchase.