Changing Stages – Awareness to Research

Changing Stages – Awareness to Research

Awareness stage is the point at which a buyer recognizes that he needs something. Most customers may realize an existing need for a particular product even before they are aware of the product.

Content Marketing help brands to infuse awareness towards need for products in its range among its audience. In fact, companies do a lot of marketing research and spend a good portion of their marketing budgets to attract attention of customers at this stage. Most  promotions that a brand does in its marketing programs are geared to reach customers of this stage.

Targeted messaging through effective content marketing enables a brand to stimulate the needs of a customer to buy its product – or at least look it up for consideration. As a case in point you may have seen billboards that restaurants display at locations adjacent to it which are often used to trigger hunger recognition.

Content Marketing help brands to infuse awareness towards need for products in its range among its audience.

After awareness – the second stage of a customer buying cycle is the “Research” period. Once a customer is aware that there exists a solution to a problem he faces and there are products which can help him do that – then he will start to research on those products and topics related to it. Customer educates himself from those research and form a sensible evaluation from the information he accumulate.

In this phase, customers take a lot of effort to find as much information available of products that are of their interest. Customers study the features, comparisons, and cost of products that are of interest to the them and form their opinion on its purchase based on them. Hence it is important for marketers to create content that address these needs of customers and be in the forefront of it.

In the course of their research customers mostly search on the Internet using specific keywords and look out for product explanations, reviews, and ratings etc. of products they are looking out for. This information assists them in deriving the right product which fulfill their need.

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