Databases Reference
In-Depth Information
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Evaluation of purchases
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Purchase decision
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Postpurchase evaluation
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Combining the two, the consumer and the advertiser are in a communication pro-
cess ruled by five axioms.
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Axiom 1: One cannot not communicate
.
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Axiom 2: Every communication has a content and relationship aspect such
that the latter classifies the former and is therefore a metacommunication
.
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Axiom 3: The nature of a relationship depends on the punctuation of the part-
ners' communication procedures
.
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Axiom 4: Human communication involves both digital and analogic
modalities
.
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Axiom 5
:
Interhuman communication procedures are either symmetric or com-
plementary, depending on whether the relationship of the partners is based on
differences or parity
.
Relating Theory to Practice
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For your keywords, develop criteria and classify them into stages of the buying
funnel. Then, compare ROI for each of these keywords. At which stage of the
buying funnel are you making the most money? Does this make sense for your
product/service and market segment?
For your keywords, develop criteria and classify them into stages of the con-
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sumer decision-making process. Then, compare ROI for each of these key-
words. At which stage of the consumer decision-making process are you
making the most money? Does this make sense for your product/service and
market segment?
Examine your keywords from the perspective of a communication process
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between you and the potential customer. For the query linked to each keyword,
what is the question the consumer is asking? Now, evaluate the advertisements
associated with these keywords. Does the advertisement answer the customer's
question or point the customer to the answer? What communication message is
your advertisement sending?
Conclusion
In this chapter, we examined consumer behavior, coming at it from three perspectives.
First, we discussed the buying funnel, which is a staged process from the adver-
tiser's view of selling a product to a potential customer. Despite having several
variations, the buying funnel is a common hierarchical consumer model.
However, there is substantial empirical evidence that the buying funnel does not
represent the actual process for all products and services. Typically, there is substan-
tial interplay and impact based on the product or service. For example, a customer
