By definition, consumer behavior is the study of the processes involved in the selection, purchase, use or disposal of products, services and ideas that satisfy their needs and desires. In other words, the aim is to understand which factors, habits, influences and stimuli interfere in the acquisition processes.
Consumer behavior is never the same, it changes as technology advances and other factors advance – it is impossible not to think here about how the pandemic was one of these factors in the last two years.
It is estimated that 90% of consumers research online before making a purchase, according to data from Google. When mapping these searches, a kind of order is found with different stages that range from discovery, exploration, evaluation and even the decision to buy, which we call the Purchase Journey.
With changes in behavior and unpredictability of actions, the Purchase Journey no longer follows such a linear model, as the consumer does not necessarily advance through pre-established stages until the purchase; he orbits and retreats through many stages until converting.
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By observing this non-linear flow (Google), it becomes clear the role of brands in providing russia whatsapp number relevant information to the consumer throughout their journey to gain their trust. Brands that use BRANDFORMANCE techniques to attract this consumer are able to generate value and guide the user to conversion .
Brand Marketing vs Brandformance
Brand Marketing It is brand marketing, that is, it is making your company transmit its values and ideals to its customers and potential consumers, thus creating its identity.
Brandformance It is exactly as the name suggests, it is the association of performance with brand building and strengthening. In it, the adequate measurement of branding and performance strategies raises the KPIs to achieve results through brand strengthening.
With BRANDFORMANCE strategies , while it is possible to strengthen a brand, it also leverages conversion into leads and sales. An example of strengthening and identity is when a brand becomes the product itself, such as Band Aid, Cotton Swab and Xerox, for example.
How does Brandformance work?
For a correct application of the BRANDFORMANCE strategy we must know the consumer public well and still consider data analysis.
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A well-done branding job with all the necessary studies will attract the right user to the end of the funnel, identifying their moment of purchase through data collected during all stages.