72% of Consumers Turn to Digital When Ready to Buy
You gotta be there!
The path to purchase is a varied one. Consumers now do research using a variety of tools to make the decision to buy. Being online has never been more important.
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| The
data come from the LSA's latest Local Media Tracking Study 2016 which surveyed over 8,000 U.S. consumers. |
Company Websites, Search Engines and Ratings & Reviews Sites are the top methods folks ready to buy use. Think about it. Don't you do the same? No? Ask around and I think you will find that most of the folks you know do!
Let's look at an example. I'm ready to hire a carpet cleaner. Lots of rain, mud and four paws have finally motivated me!
First, I google carpet cleaners to see who services my area. Like many folks I note those ads at the top, but generally go directly to the Organic Search Results area just below them. I'm a small business and know that this may save another small business the cost of the ad. Quirk maybe. Next, I am looking at the Google Places results. I look at each of them and click on a few that have websites. I hope to learn more about them. What the website looks like is important to me. Somehow it reflects what kind of company they are. Next I start looking for reviews and discounts (don't we all!).
The search may take several days between distractions, work and play. Ready to make my decision I return to the company that stands out overall. And book! It would be great to book an appointment online, but I know this is not very widespread. Yet.
Let's look at an example. I'm ready to hire a carpet cleaner. Lots of rain, mud and four paws have finally motivated me!
First, I google carpet cleaners to see who services my area. Like many folks I note those ads at the top, but generally go directly to the Organic Search Results area just below them. I'm a small business and know that this may save another small business the cost of the ad. Quirk maybe. Next, I am looking at the Google Places results. I look at each of them and click on a few that have websites. I hope to learn more about them. What the website looks like is important to me. Somehow it reflects what kind of company they are. Next I start looking for reviews and discounts (don't we all!).
The search may take several days between distractions, work and play. Ready to make my decision I return to the company that stands out overall. And book! It would be great to book an appointment online, but I know this is not very widespread. Yet.
Without having an online presence of some sort, I will never consider a company. I am not alone! And the trend has no end in sight.
