Is impulse buying dead? The days of “Buy One, Get One,” and “Pay nothing now,” seem to be waning. The bonus “carrying case,” complimentary “set of steak knives,” and the not-so “Free Trial” are clearly not driving people to the phone like they once did. As multimedia offers give more and more away up front margins and multiples are being eroded for what equates to only average, if not below average conversion. Why?
Well, for decades we conditioned consumers to be spontaneous, hurried, even impetuous by using phrases like “while supplies last,” “for a limited time” and “today only.” We banked on the notion that the omnipotent forces of the world made everything seem unattainable and just beyond the reach of the average shopper. But, these sentiments now ring a bit hollow. Part of the reason is simple “offer fatigue,” but the other part reflects a pivotal shift in consumer marketing that has everything to do with technology.
With the advent of the internet, Google, real-time search metrics, and mobile apps; the consumer clearly has more information, data, facts and reviews at his/her finger tips than ever before. The average buyer’s access to instant information reflects a sea change in how consumers shop, deliberate, consider, and settle on a new product or service.
John Q. Public now knows more about what he is buying than at any other time in history, and the current purchase mentality has gone from “gotta have it” to “gotta know more about it!” While “buy in the next 60 seconds” used to create urgency, today’s consumer is more likely to find it cheaper, better and faster in the “next 15 seconds or less” on their smart phone.
This is now the marketplace of Angie’s List, Yelp and 5-star reviews as the majority of Americans now do internet research BEFORE making any purchase decision. Today’s online and offline shoppers crave information because it is readily available, and they cannot bear the thought of not being “clued in,” forewarned, or fully aware of the buzz circulating around a product or service that they may need. More and more consumers read about the experiences of others before making a purchase commitment. They also Google, check social media, and comb product content in all places.
But like products and people, content comes in all shapes, sizes and forms. It can be a collection of words on an electronic web page, stories in a newsletter, commentary on a blog, communications in an email, or announcements in a press release. What’s important to understand is that not all content is created equal – not by a long shot! There is good and bad content. There is intellectual content and then there is everything else. lead conversion squared review
Intellectual content is highly relevant. It’s enlightening and insightful and it brings instant value to a given product or service. Intellectual content educates and communicates to elevate its subject matter from the playing field of the average… to the highly extraordinary.
Intellectual Content has three essential criteria:
1) It is highly topical, extremely current, and very relevant
2) It presents the very latest solutions to a pressing problem or concern of the day
3) It backs its conclusions with solid research and source-specific data
As consumers continue to tap into the countless sources of product data available to them, the role of Intellectual content will become more and more critical. Buyers are becoming increasingly more information astute, and the quality of the content that they consume is directly proportional to the power of the message that moves them to action. Smart marketers will look to provide rich, intellectual content pieces in a variety of formats to engage and convert this new, discerning and evolving consumer into a highly qualified prospect and a loyal and valuable buyer