The Marketing Corner: Influencing Purchase Behavior

June 21, 2015 Updated: June 21, 2015
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Although the media landscape continues to splinter, one fact remains the same. When it comes to influencing consumers to buy, consumers still rely on word of mouth first.

This does not mean that campaigns deploying media are negated. On the contrary, traditional media does have a role and television still ranks the highest in influencing purchasing behavior. This also ties back neatly to the fact that television still has the largest share of time spent by consumers. Other media that can contribute to influence buying includes print (magazines/newspapers), movie theaters, radio, social media, emails, and celebrity ambassadors.

Deciding on how to allocate spending within various media vehicles can be confusing. It becomes a function of understanding the effectiveness of each media vehicle. Consumer’s media consumption behavior and demographics can also pay a vital role in disseminating what is the best approach. Below are a few thought-starters.

Creating a blueprint at the beginning can make all the difference.
  • Clearly define your goals. Ask yourself: what do you expect or want a consumer to do once they see your ad? How do you measure that success?
  • Social media has a role in helping distribute video. Consumers, especially adults aged 18 to 34, share video content throughout the day. What’s your strategy to capitalize on this behavior?
  • Choosing the right platform for each message. What works on television may not work in movie theaters or on social media. So, be sure that you execute creative based on the environment it will be in. Consumers want interaction, so make it a two-way conversation that allows consumers to stay engaged.
  • Selecting the right pricing model for your campaign. There are a variety of pricing models you can buy against. CPM (cost-per-thousand) is good if broad reach, lots of frequency, and targeting capabilities are your primary focus. If it is more important that the consumer views your video in its entirety, then use CPCV (cost-per-completed-view). There is also CPA (cost-per-acquisition), which generates desired leads/conversion to sales.
  • Look into programmatic. It is a buzzword that has gained traction and many major advertisers are starting to test the proposition. It’s a means of purchasing explicit placements for a precise target on sites that deliver the results without wasting your budget. It can plan a role in driving efficiencies and maximize available budget.

In summary, be smart about your marketing investment. Follow consumers’ behavior patterns and review the effectiveness of the media selected to achieve your desired goals.

Creating a blueprint at the beginning can make all the difference in how you start (and built loyalty) to influence consumers to buy your product.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: adelelassere@gmail.com