The purchasing process model involves five stages, namely: need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. In the case of digital marketing, the American Airlines airline covers the first two stages, namely need recognition and information search.
The buying process starts with need recognition. The buyer recognizes their problem or need. Without need recognition, no customer will buy a product or service. So, Internal or external stimuli can trigger needs. In the case of American Airlines, the external stimuli used are an advertisement. American Airlines launched its campaign, namely, an airline that offers trips that are very desirable and relevant to customers. On the other hand, JetBlue tries to convince buyers that the only thing that matters is the price. Therefore, American Airlines advertisement acts as a stimulus for consumers who realize the need to travel with their flight services.
The second stage is the information search stage. At this stage, consumers are helped to find sources of information that can lead and guide them in making purchasing decisions. In the case of American Airlines, Consumers who want to travel look for a search on WSJ.com about things related to their trip, such as ‘Middle Seat’, ‘Desktop Traveler’ or ‘Takeoff and Landings’. Other advertising media such as TV and radio also serve as a source of information for consumers.
Consumers can obtain information from one of several sources. First, personal sources, namely from friends, family, and acquaintances. Second, commercial sources such as salespeople, advertisers, dealers and Websites and mobile manufacturers. Third, public sources such as mass media, social media, and online searches. and the last is from experience sources such as experience in examining and using the product.
The more information the consumer gets, the more consumer awareness and knowledge of the brand and features will also increase. Knowing one particular brand of information can also help consumers eliminate other brands from their consideration. Therefore, the company must design the renewal of its marketing strategy to make prospects aware of and knowledgeable about their brand.
The meaning of digital strategy is to create sales relationships with customers digitally. In a digital strategy, digital engagement is not only a time filler, but must also be created with a vision of a long-term commitment. Digital strategies include creating new digital assets such as websites, social media accounts, online advertising and more. Digital strategies are also used to get and retain existing customers, namely from knowing how a business builds trust in customers and proving that they will get a better level of service through a digital platform.
- The best approach is to create a merging model between traditional and digital businesses. Then, gradually shift focus and resources from traditional models to digital business models. Using this Shift, fluency is required and organizations need to allow sufficient time to study customer demands and requirements as well as expectations that customers may have from a digital platform.
- In the digital world, customers get a lot of information, this makes customers not only trust one source of information. Customers visit many places to gather information from various sources. Marketers can utilize this by providing a consistent brand experience to customers across multiple touchpoints and strengthening their brand positioning, further strengthening the buyer’s decision to buy the brand. This strategy also can increase customer loyalty.
- Marketers can use digital marketing through websites or social media to promote their brand. A good digital marketing strategy is to target buyers through existing database, so marketers know what buyers need in the near future. Marketers must also use an attractive brand positioning in order to increase buyer loyalty. With the buyer’s trust and loyalty, it will create a good brand community.