learn everything you need to know about content strategy powered by our in-house content strategists and ghost writers we source from writeraccess. this series will give you a better understanding of what marketing concepts we think about, and it’s straight from the man responsible for keeping writeraccess marketing moving. the amount of brainpower needed can be broken into two extremes: high involvement and low involvement. high involvement buying decisions are a marketer’s dream. high involvement decisions are becoming more common with the digitization of the marketplace. therefore, having a solid content marketing strategy is key to tapping into high involvement decisions.
here are some things for marketers to consider: low involvement decisions are made quickly in a traditional marketing environment. shorter types of content are best for these types of decisions because not as much information is needed to make a purchase. here are some things for marketers to consider: writeraccess customers usually lean towards the high involvement side of the spectrum. because of that, we gear our content marketing to satisfy our customers’ need for information throughout their decision. understanding what type of buying decision your customer is making will help you know what type of content to publish. glen jackman is the marketing specialist at writeraccess and idealaunch. he’s responsible for managing the database, running email marketing campaigns, executing seo and content marketing strategies, and managing social media marketing.
a high involvement purchase is nothing but a product which has a higher price or where the decision making is lengthy because of the numerous factors at play. in fact, product features are a major influencer in high involvement purchase because of the next point. at such times, differentiation is the clear influencer of a high involvement purchase. word of mouth is one of the strongest influencers where high involvement purchase is concerned. in fact, price is the reason that the product becomes a high involvement purchase.
so, when bundled with price, the value provided with the product is also a major influence factor in high involvement purchase. marketing is the influencer for the consumer even before they have thought of the purchase. and that’s how apple influences the consumers to purchase their product – smart marketing (and some fantastic product features, which again, apple markets like crazy) no one is going to buy a high involvement product if they find out that the after sales service is poor. at such times, he wants to go with the brand which is known for customer service. the research done on the internet is also a major influencer for high involvement purchase.
content strategy the write way! high involvement buying decisions are a marketer’s dream. use traditional marketing like tv, radio, product descriptions , and displays; familiarity of products is the #1 strategy would be to invest in a brand development and an identification process. determine how you’re different 1) product features. 2) differentiation. 3) brand recall. 4) word of mouth. 5) product fit with the customer requirement. 6) price. 7) value provided. 8) marketing., marketing strategies for low involvement products, high involvement product marketing examples, high involvement product marketing examples, decision-making process for a high involvement product, how to promote a product which may be high involvement to one segment but low for another. the best way to market high involvement products is by giving consumers all the information they need to make a purchase decision in favor of your brand. this information should differentiate your brand from competitors and include: the benefits when using your product and.
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