Marketing promotion strategy based on user decision

Obviously, users have different decision-making patterns when buying toothpaste and buying a house; when faced with different types of products, users will have different decision-making patterns.

Clearly understanding the decision-making patterns of users when faced with our products and their behavior during the decision-making process can provide us with good ideas for leading user conversions.

1. Factors influencing decision-making patterns

There are four main reasons why the decision-making patterns of buying toothpaste and buying a house are different:

1) Diversification of decision-making objectives

When buying a house, many factors will be considered: surrounding facilities, room type, floor, orientation, price, location, feng shui, etc.; buying toothpaste is much simpler.

2) Scope of impact of the decision

A house will affect a family's quality of life for decades, while the useful life of a tube of toothpaste is only one month at most; therefore, people will be more cautious when buying a house.

3) Brand Loyalty

Once users form an emotional connection with your product, they will be very fond of your product; when the need arises again, users will not hesitate too much, but will directly choose your product.

4) Time pressure

The time that career elites and housewives spend on choosing educational products for their children is definitely different.

Because workplace elites are relatively busy, they tend to rely more on the cognitive concept that "brand is good" during the decision-making process, and will not take the time to gain further in-depth understanding; therefore, the pressure of disposable time will increase users' brand loyalty, especially for first-tier well-known brands.

According to the influence of the above four factors, we can divide the decision into two types:

• Light decision-making: The decision-making process is simple and relies more on one’s own experience or a single attribute of the product.
• Re-decision: The decision-making process is complex and requires multiple alternative plans and judgment dimensions. It is necessary to collect a large amount of information on each plan in different dimensions as a basis for decision-making.

The decision-making process for the light and heavy options is as follows:

II. Alternative Plans

The user's decision-making process is to determine the best option among multiple alternatives; the screening process will gradually divide all alternatives into four groups.

1) Know the product group

Consists of products that users already know.

2) Product groups can be considered

Users will conduct further investigation and understanding of the products classified into this product group. And select the best solution from them.

3) Exclude product groups

Consists of products that the user is certain will not select.

4) Inert product group

Users will not take the initiative to investigate and understand, but they are not averse to accepting useful information about these products.

The division process of each product group is as follows:

Obviously, products in different product groups will have different marketing methods, and it is very important to clearly understand which product group your product belongs to.

We need to develop appropriate marketing strategies for different product groups and different decision types.

3. Marketing strategy based on user decision

1. Preference strategy: re-decision mode in which product groups can be considered

Important decisions generally involve multiple alternative plans and multiple judgment dimensions. Therefore, it is necessary to establish a strong position in the judgment dimensions that users focus on, and make users aware of your strong position through marketing.

Give users compelling reasons to choose you over other brands in your product group.

2. Acceptance strategy: no longer in the re-decision mode of considering product groups

Since the product is not within the user's consideration, we first need to find a way to squeeze into the user's sight.

1) When users are collecting product information for a product group, squeeze into the user's field of vision; for example, place advertisements on the same channel to interfere with the user's original cognition.

2) Put yourself together with other products in the product group that consumers are considering, and launch sincere promotional activities; for example, a Chinese liquor brand shouts out the slogan: One of the two major sauce-flavored liquors in China; let yourself be benchmarked against Moutai, but the price is one-third of Moutai, forcing yourself into the product group that consumers can consider.

3. Maintain strategy: light decision-making mode in which product groups can be considered

In the retention strategy, it is necessary to establish a close relationship with users and gradually make them develop brand loyalty or purchasing habits.

Need to do:

• Maintain consistency in service experience and don’t give users reasons to switch to someone else.
• Maintain an appropriate amount of advertising to maintain users' mental awareness of the product.
• Avoid intrusive actions of competitors and maintain your own moat.

4. Disruption strategy: no longer consider the light decision-making model of product groups

Since it is not within the user's consideration range and the user adopts a light decision-making mode, the user does not consider too many alternative options when making decisions, so it will be more difficult to undermine the user's existing decision.

It is mainly carried out from two aspects:

• Increase online media and social media placements to draw users’ attention to your product.
• Use promotions, free trials, etc. to guide users to try your products.

IV. Summary

Different types of products will have different types of decisions, and different types of decisions require different marketing strategies.

Whether it is product, operation or market, you should clearly understand what type of decision your product belongs to, and what marketing strategies to use to better actively convert users.

Author: Log Forest

Source: Log Forest