Читать книгу Digital Marketing - Annmarie Hanlon - Страница 78

Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks. To further explore shopping insights, go to:

  thinkwithgoogle.com/tool

Other academic researchers, Alice Li and P.K. Kannan, created a conceptual framework for the path to purchase which combined the customer journey with stages initiated by the firm to influence and direct the purchase (Li and Kannan, 2013). They reviewed the channels connected to online purchases of high-involvement goods such as consumer durables and travel services.

They used a linear model from the channels considered, which were identified through search, so in the example of trying to find a flight, the consumer might search online for flights and they may visit a firm's own website, such as American Airlines or British Airways, or they may use a flight search engine such as SkyScanner. If the consumer goes backwards and forwards between the different sites, modifying their search terms, to gain the best price, they are leaving a trail of cookies (see Key Term) for the firms to add them to their online advertising campaigns. Ever noticed that ad following you around when you've just looked at a website? It's all based on your online behaviour and this is the area that Li and Kannan explored further as ‘firm-initiated’ behaviour. In some cases this may have been display ads, like the follow-me marketing. But if a user responded to another channel, such as email, the firm may have subsequently sent a nudge email to encourage the web visitor to return to the website and complete their purchase.

Li and Kannan discuss the concept of ‘spillover effects’, which they explained as the ‘impact of prior visits through a given channel’ (Li and Kannan, 2013, p. 43). As an example, I received an email that said ‘we noticed you left some things in your shopping basket’ and I clicked on the email, to return to the website and complete the purchase. The email has an impact on the final step in the path to purchase.