You might guess it has something to do with digital and you’re exactly right. How do your marketing efforts compare to the industry trends? Discover new ideas in four areas that could give your latest marketing campaign higher yields: mobile marketing, social media, display advertising and advances in analytics.
MarketingProfs released findings in March 2011 that provide insight on trusting online sources when making purchase decisions. Fifty-nine percent of consumers say online consumer reviews and ratings influence their buying decisions more than any type of online advertising. Fifty-four percent have decided to make a purchase based on an online review, while 58 percent of consumers did not buy a product based on an online review.
Rural lifestylers turn to third-party verification of information, often online, before making a purchase decision. Whether it is advice or a product review, their decision-making process is being influenced by complete strangers with a common interest. We believe there are two types of influencers that have decision-making impact on potential customers; macro and micro influencers. These influencers are sought out while making purchasing decisions.
Rural lifestylers seek information, reviews, ratings and recommendations online. They are more likely to seize control of the process and actively pull information helpful to them. This increased online activity is an addition in the decision-making process. The accessibility of technology allows online activity to be as prominent for making purchase decisions as it is for general consumers.
Does social media have an important role in their decision-making process? How critical are customer reviews? Who do rural lifestylers trust in their online community?
To find the answers to these and other questions, Paulsen Marketing surveyed rural lifestylers all across the country. Their responses provided great insight to how this unique audience segment continues to embrace new technology, engage in social media and change the traditional sales process.