In the article The Consumer Decision Journey, David Court, Dare Elizanga, Susan Mulder and Ole Vitvik make a case for a change in the system used to target consumers. They argue that although marketers in the media industry have been witnessing tremendous changes in the manner consumers become aware of products and buy them, marketers have failed to change approaches that defy the traditional concept. Evidently, the shift in consumer’s decision making requires that marketers realizes the apparent increase of consumer power and choice variety to make a marketing approach that is tailored for the new environment. Court et al argues that while marketers would like to meet the consumers now that most influence their decisions, the possibility of realizing this softness has diminished with due the nature of the multiple choices available for consumers. A new marketing strategy that explores the consumer’s decision-making process is essential for effective marketing.
In the consumer decision journey, the shift of communication between consumers and the marketers from one choice system to a multiple-choice option requires that a more systematic approach between consumers and markets be employed. After a careful study of purchase decision of over 20, 000 consumers in multiple industries and three continents, the authors of the article concluded that the proliferation of the media and the products calls for new marketing strategies for their products to be considered for purchase. The consumer decision journey starts with the consumer’s consideration of the initial set of brands based on brand perception and exposure to touch points. The consumer evaluates by adding and subtracting values as he chose the product. The consumer selects a brand now of purchase. The consumer builds expectations based on experience that informs the next decision journey.
The article proposes that marketers must aggressively go beyond the conventional communication with customers and learn to influence the consumer driven touch points. It is possible for firms to combine traditional methods such as word of mouth with more sophisticated consumer based loyalty practices such as reviews, development of broadband communications, after sale services and development of quality for the products.
In conclusion, the article reasons that the barrier to effective customer engagement is getting stuck in the old world of marketing. A change in the organization of farm from the traditional methods of customer engagement to more comprehensive marketing system that includes all stakeholders in the product will go a substantial way of stimulating success. I am inclined to agree with the article particularly on the argument that mass media should be used differently for marketing. I believe that a comprehensive marketing approach that is interactive and focuses on equality will be beneficial to a company in the end.
