With customers’ spending more time on pre-purchase research, brands must work harder towards building brand affinity.
A recent Bombora Company Surge (R) study found “Google search” and Word-of-Mouth (WOM) marketing remained strong among brand-side marketers. Studies show an increasing number of transactions take place online, and they typically start with an online search and often with a product, vendor or criteria in mind.
Additionally, the largest living adult generation – Millennials, with a collective spending power of around $1.4 trillion – spend more time researching their purchases. These tech-savvy, socially conscious and increasingly experience-driven demographics want their desired information to be available in their preferred format and time.
Millennials are also more likely to agree that “online peer reviews for B2B products and services are not reliable sources”. Marketers should fine-tune their existing content and take active steps to deliver information in the awareness stage, increase brand affinity and strengthen brand loyalty.
[2 minute read]