2.1 Introduction


2.2 Online buyer behaviour


The sales funnel has been around for some time - and it can be a useful tool. The Evolving Sales Funnel considers - with examples of practice - how it is evolving. But does it stand up to the test for contemporary customers? The Death Of The Purchase Funnel is the last of a series of articles on the subject, so make sure you click on the links to read the earlier stuff. If you check out the comments at the end of the article you will see that the author - Gordon Hotchkiss - says: "The problem I have with models, AIDA included, is that while they may be correct, they also over-simplify reality, causing marketers to over simplify their strategies. This is particularly dangerous in a market in transition, as is the current case." This could well become my mantra for all marketing models and concepts.

There’s some really interesting Internet user facts and figures in The Digital World: How Interconnected Are We in 2017 [Infographic]

MINI CASE *page 19* At four pounds an hour, it’s a bargain ... my story dates back over 20 years, but it seems that convenience is more important than ever for e-commerce - six factors driving consumers' quest for convenience

PRACTICAL INSIGHT *page 24* Signing away your privacy. Here’s an article on the same subject … The Wi-Fi's Free, Though Costs Are Often Hidden

The use of apps is covered in a number of chapters, but 4 insights into how shoppers use apps and mobile sites is about consumer behaviour, so I've included it here.

The stats in Here’s How Online Adults Find Information About Brands and Services are interesting - but note that the relatively high numbers for 'social media' are distorted in that they include 'social media' [as in; friends asking/telling friends] as well as marketing messages on social media.


The findings in Which Demand Generation Channels and Tactics Are Working for B2B Marketers? are interesting enough to read this - but even more, it offers an in-sight into online B2B marketing.

Although there is nothing new in Getting results from your website means asking the right questions it gives a good insight to lead generation as well as B2B marketing.

Although Unlocking the full potential of B2B email marketing is about email marketing, I have included it here because much of the content is about the B2B buying process.

It would be interesting to see the definition of 'social media' in How to Improve the Performance of Your B2B Content Marketing Strategy - I suspect LinkedIn represents a big chunk of its percentage.

I could have included B2B Marketers Struggle to Engage Targeted Prospects in several sections including email and social media, but it fits best in here. Note how social media is deemed a waste of time, with email, search and 'live events' [ie trade shows] being the best performers.

Although The Purchase Influencer Hierarchy is not exclusive to online purchasing, some of its points are relevant to the subject.

B2Bs Aren’t Spending Big on Digital Advertising.

Although What consumer demand for great content means for brands is not just about customer behaviour - or even 'digital' - but it has a place here.

2.3 Privacy

GO ONLINE *page 23* Data protection ... now it’s personal The General Data Protection Regulation (GDPR)
Here's some more stuff on the subject: How the GDPR will affect lead generation: Talking points for marketers - and although things may have sorted themselves out by the time you read this, here's the story of confusion, chaos in the GDPR's first week.
GDPR: Which websites are blocking visitors from the EU? is an interesting take on the impact of the introduction of GDPR outside the EU.
What Types of Data Will GDPR Impact Most?.

PRACTICAL INSIGHT: Signing away your privacy ... here’s the article I mention in the book The Wi-Fi's Free, Though Costs Are Often Hidden.

The Cambridge Analytica/Facebook thing was major news in 2018, and it all got rather complicated. Here’s my interpretation of the key issue. It all revolves around Cambridge Analytica’s app-based personality quiz. Just over a quarter of a million [considering the number of people impacted, this is a relatively low number] users downloaded the app. This app – like just about every commercial app – accesses peer data, that is, information held on a mobile device about the owner’s friends and contacts.
Here’s how it works:
You install a retailer’s club membership app on your smartphone. The small print you didn’t read asks for permission to access core services on your device, including your contacts. And you agree – effectively giving a third party [the retailer] permission to access not only your personal data, but also the personally identifiable information [name, address, email address, photo, phone number, birthday etc] of all of the contacts in your phone. None of your contacts agreed to share their information with the retailer. Indeed, they have no idea that you have given away their data to who-knows-who [who then sell it on to who-knows-who].
Of course, your contacts have almost certainly done the same to you.

I could have put Why People Say They’d Break Up With Brands in the previous section – but guess what, use of personal data is the leading reason

75% of consumers find many forms of marketing personalization creepy.

In the book I talk about your whereabouts being tracked via your mobile phone - and guess what, according to this study 82% of marketers plan to boost use of location data.

Some People Say Their Data Is Worth More than Their Car.

Privacy stories seem to crop up nearly every day and would fill this page if I added them all. However, I've included Extent of 'shadow' data Facebook hands to advertisers revealed after lengthy study just as an example of what is going on out there. What tech giants really do with your data.

Many People Feel They Lack Control Over Their Personal Data.

In my classes I raise the issue of apps on smartphones tracking your every move. Some students show concern, others just shrug their shoulders - Your Apps Know Where You Were Last Night, and They’re Not Keeping It Secret covers the subject in a way that should prompt your concern.

Identifying users on different devices is important for marketers, so What is identity resolution?

What Does Facebook Know About You Really?

There are some scary 'what they know about you' lists in How Google Tracks Your Personal Information.

Use and convenience replace trust and security.

Four in ten Brits cover webcam to thwart spies.