{"id":35985,"date":"2015-06-22T13:06:48","date_gmt":"2015-06-22T13:06:48","guid":{"rendered":"http:\/\/blog.buzzoole.com\/?p=35985"},"modified":"2019-06-03T13:02:03","modified_gmt":"2019-06-03T11:02:03","slug":"content-marketing-sales-funnel","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/en\/content-marketing-3\/content-marketing-sales-funnel\/","title":{"rendered":"The Content Marketing Sales Funnel"},"content":{"rendered":"

The e-commerce market is growing year by year. The 43% of the Internet users<\/strong>, i.e. 15M of Italian people<\/strong>, say that they make online purchases (source: Rapporto Censis-Ucsi sulla Comunicazione<\/a>): to save money (37%), for convenience (33%), simplicity (19,8%), to get information about products (12,8%) or to have fun (7%). The informational society affects on the consumer decision-making process, product and service evaluation, not only for online purchases but also offline shopping.<\/p>\n

Seth Godin<\/strong>, best selling author and businessman, founder of Yoyodyne<\/em> (acquired by Yahoo!<\/em>), used the term “Permission Marketing”<\/strong> to identify new type of the communication strategies.
\nHe presumed a new relationship between a consumer and a company (he describe<\/span><\/span>d it on his official blog<\/a>). One of the key drivers of “Permission Marketing”<\/strong>, in addition to the scarcity of attention, is the extraordinarily low cost of deliver<\/span><\/span>ing it to people who want to hear from you.
\nFive years later Wired<\/em> editor-in-chief, Chris Anderson<\/strong>, created the well-known long tail theory<\/a> that says we are all the new taste-makers. The word-of-mouth<\/strong> is the new kind of communication that takes place in blogs and customers’ reviews.<\/p>\n

\"photo1\"<\/p>\n

The 6 stages of consumer buying decision process<\/strong><\/span><\/p>\n

The purchase is only the visible part of more complex decision-making process that is created by a consumer (for each buying decision he makes). We can identify 6 different stages:<\/p>\n

1) Need\/problem recognition<\/strong><\/p>\n

2) Information search<\/strong><\/p>\n

3) Trust construction<\/strong><\/p>\n

4) Alternative evaluation<\/strong><\/p>\n

5) Buying decision<\/strong><\/p>\n

6) Post-buying decision
\n<\/strong>
\nA lot of factors lead a consumer to search online for information he needs. According to Henry Assael<\/strong> (Consumer Behavior: A Strategic Approach<\/a><\/em>) there are:<\/p>\n

1) Consumer engagement<\/strong><\/p>\n

2) Perceived risk<\/strong><\/p>\n

3) Uncertainty about a product<\/strong><\/p>\n

4) Lack of product information<\/strong><\/p>\n

5) Clear goals<\/strong><\/p>\n

6) Time for choosing<\/strong><\/p>\n

7) Higher price<\/strong><\/p>\n

8) Product variety<\/strong><\/p>\n

9) Low cost in the search of information<\/strong><\/p>\n

The online information research process<\/strong><\/span><\/p>\n

The 63,5% of Italian population uses Internet in order to get information about particular products (source: Rapporto annuale 2014 del Censis<\/a>). Ten years ago, the Anee\/Assiforma<\/em> observatory introduced the concept of “Info-Commerce”<\/strong> to underline how the online research process affects on the online<\/strong> and offline<\/strong> buying decision (63,1% of interviewed users). For the first time, someone admitted that the Internet affects not only on the online transactions but also the offline buying decisions. A new consumer profile appared and the Internet has started to be considered as the new place for making effective business. A lot of studies came after that, like The Multi-Channel Shopping Transformation<\/strong> Study<\/strong>, underlining how the offline sales driven by the online information research are growing up faster than the online ones. While the 19% of users start their buying process from retail to end with the online purchase, the 37% of users collect information online for making their purchase in a shop.<\/p>\n

\"Source:
Source: eMarketer<\/figcaption><\/figure>\n

As result, online content became the most effective tool for promoting products and brands.
\nThe web has became the most reliable source of information according to the Netcomm\/Eurisko<\/em> study. They asked people:<\/p>\n

In you buying decision, which of the following online\/offline information sources did you use?!<\/em><\/p>\n

20,5% of respondents have pointed the web as the primary source of information.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The e-commerce market is growing year by year. The 43% of the Internet users, i.e. 15M of Italian people, say that they make online purchases (source: Rapporto Censis-Ucsi sulla Comunicazione): to save money (37%), for convenience (33%), simplicity (19,8%), to get information about products (12,8%) or to have fun (7%). The informational society affects on … <\/p>\n

Read more “The Content Marketing Sales Funnel”<\/span><\/a><\/p>\n","protected":false},"author":7,"featured_media":36073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,885,655],"tags":[],"yoast_head":"\nThe Content Marketing Sales Funnel | Buzzoole<\/title>\n<meta name=\"description\" content=\"How much does the branded content affect the consumer journey? 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