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5 Keys For Influencing Purchasing Decisions

by | Jun 7, 2012 | Search Engine Marketing, Search Engine Optimization, Social Media Marketing, Website Management

Just as technology continues to shift and evolve, so do people’s preferences for how they consume content when considering a purchase.

According to a recent study of decision-makers and executives considering a technology purchase, the preference for paper-based material such as brochures and data sheets continue to decline – down 11 percentage points from 2010 to 2011. The study seems to validate the idea that people are overwhelming turning toward online content for purchasing decisions.

Online content comes in many forms, but here’s what studies are showing to be the hottest trends for content distribution.

Website Is King

The one thing remaining constant is that corporate websites are still the most frequently used channel for obtaining marketing content. This means that you should focus on your website and consider it to be the “hub” of all of your online marketing efforts. No matter how much time and money you spend distributing content online, if you website is outdated or lacking critical information, you will not see the results you were hoping for.

Optimize For Mobile Devices

Mobile devices such as tablets and smart phones are becoming as important as the desktop for viewing marketing material. Some believe that mobile devices will actually surpass desktops soon so if you haven’t already planned to have your online presence ready for mobile devices – start today!

Multimedia Increases Influence

Studies show that embedding multimedia, such as video and audio files, into your written collateral measurably increases influence. A whopping 83% of respondents reported that inclusion of embedded audio content positively or very positively affected the overall influence – for embedded video the numbers were even higher.

Social “Share This” Enhances Authority

When written collateral is accompanied by a “Share This” button for Facebook, LinkedIn, or Twitter, respondents to the survey perceived the option to share as communicating value. Of the 52% who recalled encountering the “Share This” option, 77% said they perceived the information as “much more influential” or “somewhat more influential.”

Content Should Be Redeployed In Multiple Channels

There is no one right way to distribute marketing content online. Content should be reused and distributed using several different formats to meet the needs of different audiences. While it is possible to determine your target markets general preferences, it is important to remember that there are many different ways to distribute information and that you should take advantage of them to widen your reach.

It is critical to stay in touch with your target market’s preferences for consuming content. If you have not done a marketing strategy for your business, it is highly recommended that you do. Additionally, since technology and preferences continually shift, you should update your marketing strategy regularly. That way you can stay on top of your market and make the best use of your marketing dollars.


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