Brand Consideration

According to Doug Checkeris, the CEO of MediaCOM North America, today’s consumers are more thoughtful about their purchases than they were prior to the recession—and that’s not going to change anytime soon. Although the economy is looking better, consumers have become more purchase savvy and will no longer settle for a quick decision. They are now trained buyers who want considerable product information before handing over the plastic. In this article, Checkeris goes on to say that consumers are turning to social media for their brand education.

Not only is it interesting that consumers are pursuing social media sites during brand consideration, but it’s worthwhile to note that today’s consumers are taking more time in the brand consideration stage. They are driven to be educated; they want facts; and if a brand doesn’t provide information when the customer wants it and where the customer is looking for it, that brand will likely lose out on the sale.