Staff Writer: Carolyn Johnson
Los Angeles advertising agencies and marketing firms understand and continually research the ever-changing landscape of social media and web branding in its role in consumer behavior. The constant evolution of technology has inspired researchers to delve into and study changing consumer behaviors.
With so many outlets for advertising and marketing to consider, one must ponder how exactly to use them, or in what sequence. For example, would mass media campaigns that integrate Internet websites with more traditional outlets be more effective than just using one medium to convey a message?
A “cross-media campaign” is a term in which global branding websites contribute to more traditional means of advertising like television, radio, magazines, and billboards. In such a “cross-media campaign,” one should consider the sequence of outlets that are introduced to the consumer, and how the consumer reacts and interacts with each media outlet. Also, how do consumers use such combinations of media outlets to make decisions? A research study carried out by Hilde Voorveld and her associates at the University of Amsterdam in 2012 set out to answer just those questions.
As of 2012, this kind of research is still very new. With the ever-expanding technologies, it is difficult to truly measure consumer perception and decision-making processes while exposed to several different kinds of media. Therefore, researchers decided to develop an instrument through which to measure the impact of certain forms of media during different stages of the consumer’s buying decisions on different types of products.
With the development of such an instrument came the awareness of five different phases of the consumer’s buying decisions. First, the consumer becomes aware of a need for a product. Second, the consumer forms a “consideration set.” Third, the consumer thinks about and determines possibly alternatives for said products. Fourth is the product purchase and acquisition, and fifth is the consumer’s use and evaluation of the product after purchase.
While researching these phase in buying decisions, researchers asked consumers what kind of media outlets would be used during different moments in the decision making process. Consumers were asked only of recent purchases.
Media played the most critical role in influence a consumer’s purchasing decisions, according to the research from firms of social media marketing Los Angeles, which is a very consumer-heavy city and a boon town for researching such consumer trends.
The research also showed that the most influential forms of media to impact buying decisions were Internet, television, and door-to-door newspapers. Word-of-mouth, or non-conventional advertising also played a big role, according to research performed by an advertising agency Los Angeles.
The research also indicated that the least impactful forms of advertising included mail and free pamphlets, cinema branding, and outdoor advertising such as billboards.
In researching the consumer buying decision, studies showed that consumers did indeed participate in “cross-media” considerations when making a purchase; in other words, consumers used different media outlets and platforms before making a buying decision. Most commonly, television made a large impact on the consumer during the first and second phase of the buying decision, or the awareness of need and the “consideration set.” Hearing about the same product over the radio made an impact on the third phase, wherein alternatives are explored. Dailies were also frequently brought up with consumers in the first two phases, as well as door-to-door newsletters. Internet made the biggest impact on all phases performed before the actual purchase.