How to better understand your customers? The 4S Behaviour Model holds the key
Términos de uso
You can use the resource for personal or informative use with attribution to the entity red.es following our terms of use.
Consumers experience multiple impacts from different brands in our daily lives, transforming the decision-making process: it’s no longer a linear path!
Boston Consulting Group and Google have redefined this process by introducing the “4S Behaviour” model. In this article, we explain what it’s about and guide you on how to incorporate it into your business plan through influence maps.
Where does this new decision-making process come from?
This model arises from the transformation of the digital environment and consumer behaviour.
Traditionally, marketing relied on the linear conversion funnel, guiding the consumer from brand awareness to purchase. However, with digital platforms and constant availability of information, consumers interact with brands non-linearly through multiple simultaneous touchpoints.
This pattern has been identified by a study from Boston Consulting Group (BCG), which highlights how today’s consumers navigate a dynamic web environment, completely transforming how they discover and interact with brands.
What are the 4S Behaviours?
The 4S behaviours represent the main actions consumers take in their digital purchase journey. These actions have redefined how brands should approach their audiences:
-
Streaming: Consumers continuously and personally consume content on platforms like YouTube, connected TV, and podcasts. This consumption is interactive, allowing users to easily move from the discovery phase to decision-making.
-
Scrolling: Users browse content on social media and other platforms, influencing their perception of brands and products.
-
Searching: The active search for information allows consumers to compare options, read reviews, and make informed decisions.
-
Shopping: The final action of purchasing a product or service, which can occur online or in physical stores, influenced by previous interactions in the other behaviours.
Understanding and adapting to these behaviours is essential for brands to effectively connect with their audiences and optimize their marketing strategies in today’s digital environment.
Redefining the marketing funnel through Influence Maps
-
What are Influence Maps?
Influence maps are visual representations that show how consumers interact with different channels and touchpoints on their path to purchase. These maps help brands understand the most effective routes to reach their customers and optimize their marketing strategies accordingly.
-
Establish a step-by-step Influence Map to know your audience
-
Identify the Main Routes of Influence: Analyse customer behaviour data and industry trends. This way, you can identify the combinations of behaviours that most frequently lead to purchases and satisfaction.
-
Create Influence Maps: Visualize how customers interact with the brand through different channels, such as YouTube ads, social media posts, or online searches.
-
Redesign Marketing Plans: Adjust marketing strategies to focus on the identified routes of influence, ensuring efforts are aligned with consumer behaviours.
-
Evaluate the Adoption of Artificial Intelligence (AI): Determine how AI can help reduce complexity and identify the best ways to focus marketing investments for maximum impact.
-
Identify Areas Where AI Can Support: Recognize points in the marketing process where AI can be implemented to improve efficiency and effectiveness.
-
Prioritize Influence Routes to Pilot AI: Select the most promising influence routes to implement AI solutions, ensuring investments are directed towards areas with the greatest potential for return.
This approach allows brands to better understand how consumers make decisions and how they can optimize their marketing strategies.
To learn more... access our content on customer journey and don’t miss a thing!
Other related news
