Content and the Consumer Journey

Our smartphones are a crucial part of our daily routine -- a connection to the rest of the world. And in the case of retail shopping, it's the critical key to accessing information to help inform our purchase decisions in real time.

According to Google, 79% of shoppers access information online while visiting a store - from retail websites to influencer vlogs. The fact that only 9% more shoppers conduct pre-visit research suggests that there is a huge opportunity to influence decision making in the moment at the time of purchase by using the right content across the right channels.

But what kind of content is most impactful in purchase decisions? In short: not the brand's.

• 92% of consumers trust recommendations from other people -- even strangers -- over brand content
• 70% of consumers reported online customer reviews as the second most trusted source
• 35% of U.S. readers read blogs to discover new products

As marketers, it's our job to understand how impactful influencers' and peers' reviews and opinions are in the decision-making process, and plan accordingly. This means developing meaningful partnerships and lasting relationships with advocates and influencers, as well as encouraging consumers to share their experiences and opinions.

The bottom line: conversations are taking place with or without the brand's involvement. Will you be part of them?

Sources: Google Insights (Oct 2014), Content Marketing Institute (2014)