The Long and Winding Path

Last last week Yahoo and worldwide media communications specialist OMD issued a press release regarding a study they jointly conducted entitled "Long and Winding Road: The Route to the Cash Register". One key finding: Online Research Plays Critical Role in Consumers' Offline Purchases. Although that finding shouldn’t shock anyone, they went on to describe some interesting things, most notably an analysis of the paths that consumers take while shopping on the Internet. From the press release:

Consumers Travel Four Distinct Paths

The findings from the Long and Winding Road research can help advertisers connect with consumers online at crucial stages of the decision-making process. The study uncovers four distinct paths that consumers take on their way towards making a purchase:

• QUICK: This path involves little consideration. Consumer packaged goods are often quick paths.
• WINDING: Comparison shopping between different channels, including online and offline retailers, typifies this path. Retail goods are often winding paths.
• LONG: This path involves researching various options over an extended period of time. Technology purchases are often long paths, particularly if the price tag is high.
• LONG AND WINDING: This path requires investing a considerable amount of time researching across several channels. Many big ticket items -- including automobiles and financial services -- follow a long and winding path. These paths offer marketers the most opportunity to impact and possibly sway a purchase decision in their favor, because consumers of these products are the hungriest for information.
  

As readers of this blog know, it is the long and winding path that ContactAtOnce! customers live beside. I like the illustrative nature of this description. Advertisers trying to ensure that consumers on a long and winding path end up in their showroom or office know that there is no better way than to engage consumers in an interactive conversation.