I like digital gadgets and I buy them.
I bought mobile phones, PDA, notebook, digital SLR camera, MP3 player, and etc. This is how I purchased them: attention, interest, research, purchase. This is true for many Internet users. It takes stages before they make a purchase. So, understanding the search’s role in the whole buying cycle is critical to your online marketing strategies.
To get started, you may find these articles on the buying cycle quite useful:
- Search and the Buying Cycle [ClickZ]
- Customer Life Cycle: The Buying Continuum [ClickZ]
- Search’s Role in the Buying Cycle [iMedia]
- The Buying Cycle [Yahoo]
- Leveraging Search Marketing Throughout the Buying Cycle [Search Engine Guide]
Design and implement different tactics, creatives and keywords for different stages of the buying cycle. The marketing efforts for the early stages are as important as the latter stages. Tracking the early stages would be difficult. But, you would see the benefits in the long run.
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