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Understanding the Consumer Purchase Decision

Marketing strategies require more than just demographic and purchase behavior data to build effective messaging.

A deep understanding of what drives a consumer decision is required. Within any customer decision is a core motivational element that must be identified early in the creative process.

Often the factors that motivate a customer come from specific hidden personal values.

There are four factors to consider, and you need to understand all 4 to maximize your ability to influence.

  1. Motivational
  2. Demographical
  3. Behavioral
  4. Attitudinal

An ability to discover what the targetable population requires to make a purchase decision creates a big advantage in both message and treatment of your marketing experiences. Uncovering the insights is only the first part of the effort.

Connecting those insights to better performing marketing initiatives is the real challenge for the Platform Marketer.

Learn about this and more on the site for Merkle's latest book, The Rise of the Platform Marketer.

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