The first step in the buying decision process is need recognition, e-marketing has revamped the way a consumer decides on which products they would like to purchase. Take for example social media websites. Your favorite celebrity (insert name here) has just posted on their facebook/twitter/blog about their amazing new pair of shoes they have just bought, the desire to look/have the same product that the celebrity owns triggers our mind to go from just wanting such thing to needing it. Social media sites allows us to feel that we are in connection with actors or musicians, and being able to say we have the same jeans or t-shirt as them makes us feel as if we are like them.
Prior to becoming a social media fiend I would have to ask friends, family or even random strangers at the movies for advice on trying a new restaurant or checking out a new club. With the rise of social media it allowed for consumers to communicate with a larger group of people at the exact same time. The second step in the buying decision process is need development. Events like Miami Spice is probably one of the best times of year here in Miami. It is a way to try all those extremely expensive restaurants that of course you'd have to save up a weeks worth of your paycheck just to enjoy, but on a budget for the less fortunate. E-marketing has allowed for the Miami Spice event to reach out to various types of customers through emailing and blogs to inform them of all the different restaurants involved in Miami Spice month. They give you a detailed description of the price range of the restaurant, the menu that is available for you as well as best time of day to go. This has made the decision making process easier, takes the work out of guessing as well as trial and error.
A huge reason e-marketing has changed the way consumers purchase is for example when stores give out online only coupons. This makes consumers like me who prefer to actually try on a product bypass this and just go straight to buying online. The last step in the buying decision process is need fulfillment. Seeing my receipt emailed to me and knowing that my newest purchase will be arriving at my home in 4 to 5 business days, brings great joy to my life. Many e-marketing campaigns have included for a consumer to do a short survey or questionnaire on their buying experience to receive future coupons. If I have enjoyed your service and the experience I had with buying from you, I like to comment on your blogs or fill out a survey to let future shoppers know what it was like. Commenting on such websites then allows for the next consumers to see such comment and it might trigger a need recognition for them, thus re-starting the entire buying process.
I might have exaggerated when I said e-marketing has ruined my life, it hasn't. It has greatly changed the way I plan out my future purchases and sometimes triggers impulse buys. I can never pass up a deal.
- Amanda C
