Marketing Strategy: Why are they not buying your product? from Udemy

What is this course about?

They live in a world full of decisions. How do they make these decisions, and what can you do to influence them? In this class, we'll dive deeply into the numerous decisions a consumer make prior to actually making a purchase. By understanding this decision making process, we'll be able to put together a plan to influence the process so the decisions would be made in our favor. We'll examine the entire consumer journey to understand where there may be purchase barriers, so we can remove them.

What should you expect from this course?

So, you can win in the marketplace to sell more.

Who is this class for?

This course provides a clear framework to make sense of it all. The course provides context to observable consumer actions by revealing the hidden decision making process. This course will be most beneficial if you need to understand consumer behaviors to drive business decisions, but may not have in-depth formal training in the subject. To get the most out of this course, you will need to workshop the material after the lectures. The course will not provide a one-size-fits-all solution. By applying the framework, you will be able to better understand your consumers and to create a tailored solution for your specific business.

How is the class structured?

The lectures will take an hour to complete. At the end of the lecture, you will have a clear understanding on how a purchase decision is made.. You will have an understanding on distractions that may occur along the path toward purchase. With that knowledge, you will be able to build a plan that can influence consumer decisions and guide consumers toward purchasing your brand. After the video lectures, you will need to then take your own time to build that plan. This course will provide you a template to get you started on that plan.

Why take this course?

First of all, this course is back by a 30 days money back guarantee. Secondly, don't you want to sell more? Only by understanding how consumers make decisions would you be able to influence their decisions. If you'd like to learn how to make consumers pick your product over a competitive product, enroll in this course now.

What's inside

Learning objectives

Understand the various decisions consumers make prior to making an actual purchase
Identify opportunities to influence consumers decisions

Build a tailored plan to drive consumers toward purchasing your specific brand
30 days money back guarantee! if you're not fully satisfied with this course, simply ask for a refund - no questions asked!

Understand the various decisions consumers make prior to making an actual purchase
Identify opportunities to influence consumers decisions
Build a tailored plan to drive consumers toward purchasing your specific brand
30 days money back guarantee! if you're not fully satisfied with this course, simply ask for a refund - no questions asked!

Syllabus

Consumer Decision Dymystified

Welcome to class. Let's get started!

In this lecture, we'll dive into the first framework - the consumer decision journey. This framework will help us better understand how consumers make their purchase decisions.

In this lecture, we provide concrete example of the decision making framework that has been introduced.

In this lecture, we discuss how this framework is useful in finding barriers to purchase. Once we identify those, we'd be able to put in a plan to remove those barriers.

In this lecture, we'll discuss the second framework - the various moments of truths. We'll learn about why this moments are vital and what it takes to win these important moments with the consumers.

In this lecture, we dive into the first moment of truth when the sales is either made or loss.

In this lecture, we dive into the second moment of truth. This post-purchase moment is particularly critical in this digital age.

In this lecture, we will dive into the zero moment of truth. In today's information age, a sale can be lost before you even had a chance to be considered. Winning the zero moment of truth has never been more critical!

In this lecture, we will dive into the Ultimate moment of truth that completes the cycle. This important moment sets you up for success for the future.

In this lecture, we'll revisit the consumer decision journey and start to build our plan. This lecture will provide specific guidance toward how to apply the framework toward your business.

In this wrap-up lecture, we'll look at the plan we've built and discuss how to ensure on-going success for your plan.

This bonus lecture is a preview of the Udemy course "Branding Basics: Build a brand strategy in 3 simple steps!". That course provides a framework on identifying your brand essence based on a deeper understanding of your consumer and product benefits. That course is a good supplement to this course by focusing on strengthening your brand in a competitive marketplace.

This bonus lecture is a preview of the Udemy course "Business Strategy: Find out your revenue potential in 15 min". That course provides a framework for how to size your potential market, so you can more accurately predict your revenue potential.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Provides a framework for understanding consumer decision-making, which is essential for crafting effective marketing strategies and increasing sales

Examines the consumer journey to identify purchase barriers, which allows for targeted interventions to improve conversion rates

Includes bonus lectures previewing other courses, which may be helpful for learners seeking a more comprehensive understanding of business and branding

Requires learners to workshop the material after the lectures, which may require a significant time investment beyond the stated lecture time

Offers a template to help learners build a plan to influence consumer decisions, which can be a practical tool for immediate application

Reviews summary

Practical consumer behavior frameworks

According to students, this course offers practical frameworks and clear explanations to understand consumer decision-making. Learners found the concepts like the consumer decision journey and moments of truth helpful in identifying purchase barriers. The course provides a useful template for building a tailored plan. While many appreciate its actionable insights and value for those without formal training, some found it too basic for experienced marketers and noted it requires significant effort to apply the concepts effectively to their own business.

Ideal for those new to marketing strategy.

"As someone without formal marketing training, this course was a great introduction."

"Perfect for beginners looking to understand consumer decision making."

"It provides a clear foundation if you're new to this area."

"I had limited knowledge before, but now I feel I have a solid grasp of the basics."

Includes a helpful planning template.

"The template provided at the end is a great starting point for building my plan."

"I found the mapping template very useful for applying the framework to my own business."

"Having the template helps in putting the theory into practice."

"The study aids, especially the template, were valuable resources."

Instructor explains complex ideas clearly.

"The instructor explains the concepts in a very clear and concise manner."

"Easy to understand explanations make complex topics accessible."

"I appreciated how clearly the different moments of truth were explained."

"The lectures were easy to follow and the points were well-made."

Provides useful frameworks and concepts.

"The course provides a solid framework for understanding consumer behavior."

"I found the consumer decision journey concept particularly insightful and actionable."

"The frameworks presented are very practical and easy to grasp."

"Learned some excellent frameworks I can apply immediately."

May be too simple for experienced marketers.

"If you have a strong background in marketing, some of this might feel like review."

"Could be a bit basic if you're already familiar with consumer behavior models."

"Might not delve deep enough for advanced practitioners."

"Good as an intro, but experienced pros might look elsewhere for depth."

Needs significant effort to apply concepts.

"Be prepared to spend time 'workshopping' the material yourself; it's not a magic bullet."

"The course gives you the tools, but applying them to your specific business takes work."

"It requires independent effort to build the final plan for your brand."

"This isn't a 'one-size-fits-all' solution, which means you need to do the heavy lifting on application."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing Strategy: Why are they not buying your product? with these activities:

Review 'Influence: The Psychology of Persuasion'

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Understand the core principles of persuasion to better inform marketing strategies.

View Influence, New and Expanded: The Psychology of... on Amazon

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Read 'Influence: The Psychology of Persuasion'.
Identify examples of each principle in marketing campaigns.
Reflect on how these principles relate to the consumer decision journey.

Review Basic Marketing Principles

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Solidify foundational marketing knowledge to better understand the course's advanced concepts.

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Review introductory marketing textbooks or online resources.
Summarize key marketing concepts like the 4Ps.
Identify areas where your knowledge is weak.

Analyze a Competitor's Marketing Strategy

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Apply the course's frameworks to a real-world example to identify strengths and weaknesses.

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Choose a competitor in your industry.
Analyze their marketing materials and campaigns.
Map their strategy to the consumer decision journey.
Identify potential areas for improvement.

Four other activities

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Develop a Customer Journey Map

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Visualize the customer's experience to identify pain points and opportunities for influence.

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Choose a specific customer persona.
Map out their journey from awareness to purchase.
Identify key touchpoints and moments of truth.
Brainstorm ways to improve the customer experience.

Design a Marketing Campaign to Influence a Specific Moment of Truth

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Apply the course's principles to create a targeted marketing intervention.

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Select a specific moment of truth from the course.
Define the target audience and their needs.
Develop a marketing campaign to influence their decision.
Create mockups of marketing materials.
Present your campaign to peers for feedback.

Review 'Contagious: Why Things Catch On'

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Explore the principles of virality to enhance marketing campaign effectiveness.

View Invisible Influence: The Hidden Forces that... on Amazon

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Read 'Contagious: Why Things Catch On'.
Identify examples of each principle in viral marketing campaigns.
Analyze how these principles can be applied to your own marketing efforts.

Mentor other students

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Reinforce your understanding of the material by explaining it to others.

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Volunteer to answer questions in the course discussion forums.
Offer to help classmates who are struggling with the material.
Lead a study group to review key concepts.

Career center

Learners who complete Marketing Strategy: Why are they not buying your product? will develop knowledge and skills that may be useful to these careers:

Marketing Consultant

A marketing consultant advises companies on marketing strategies and helps them achieve their marketing goals. The work of a marketing consultant involves analyzing market trends, understanding consumer behavior, and developing customized marketing plans. This course helps marketing consultants understand the decision-making process that consumers go through before making a purchase. With an understanding of the consumer journey and critical moments of truth, a marketing consultant can provide more targeted and effective advice to their clients. This course provides a clear framework to make sense of it all, which is essential for a consultant.

See salaries and explore the career path for Marketing Consultant

Marketing Manager

A marketing manager develops and executes marketing campaigns to promote a company's products or services. This role involves understanding consumer behavior and identifying opportunities to influence purchasing decisions. This course helps marketing managers gain deeper insights into how consumers make decisions, including identifying and removing barriers to purchase. By understanding the consumer decision journey and critical moments of truth, a marketing manager can create more effective and tailored marketing strategies. The frameworks this course presents for influencing consumer decisions directly support the work of a marketing manager who seeks to understand consumer behaviors to drive business decisions.

See salaries and explore the career path for Marketing Manager

Digital Marketing Specialist

A digital marketing specialist develops and implements online marketing campaigns across various channels, such as social media, email, and search engines. This role requires a strong understanding of online consumer behavior and digital marketing tools. This course helps digital marketing specialists gain a deeper understanding of the consumer decision journey and identify opportunities to influence purchase decisions online. By understanding the critical moments of truth in the digital space, a digital marketing specialist can craft more effective online campaigns. This course provides a clear framework to make sense of consumer behavior, which is essential for digital marketing specialists.

See salaries and explore the career path for Digital Marketing Specialist

E-commerce Manager

An ecommerce manager oversees the online sales and marketing efforts of a company's online store. This role demands a deep understanding of online consumer behavior and ecommerce best practices. This course helps ecommerce managers gain deeper insights into the consumer decision journey online and how to influence purchase decisions. By understanding the critical moments of truth in the digital space, an ecommerce manager can optimize the online store to increase sales and customer satisfaction. The clear framework in this course enables ecommerce managers to understand consumer behaviors.

See salaries and explore the career path for E-commerce Manager

Brand Manager

A brand manager oversees all aspects of a brand's strategy, including positioning, messaging, and marketing campaigns. This role requires a deep understanding of consumer perceptions and preferences. This course helps brand managers understand the various decisions consumers make prior to purchasing a product, as well as how to identify opportunities to influence those decisions. By mastering the frameworks taught in this course, a brand manager can develop strategies to strengthen their brand essence and create a compelling brand story. For a brand manager looking to improve their understanding of consumer behaviors and drive business decisions, this course provides a clear framework to make sense of it all.

See salaries and explore the career path for Brand Manager

Content Marketing Manager

A content marketing manager creates and manages content to attract, engage, and retain customers. This role requires a deep understanding of consumer interests and effective content strategies. A content marketing manager can use this course to better understand the consumer decision journey and identify opportunities to influence purchase decisions through content. By understanding the critical moments of truth, a content marketing manager can develop content that resonates with consumers and drives conversions. Anyone who wants to understand consumer behaviors to drive business decisions will find the framework in this course useful.

See salaries and explore the career path for Content Marketing Manager

Market Research Analyst

A market research analyst studies consumer behavior and market trends to advise companies on product development, marketing, and sales strategies. The work of a market research analyst involves collecting and analyzing data on consumer preferences and purchasing patterns. This course helps market research analysts understand the decision-making process that consumers go through before making a purchase. With an understanding of the consumer journey and critical moments of truth, a market research analyst can provide more targeted and effective insights to their company. A market research analyst will benefit from this course's clear framework for understanding consumer decision making to help them drive business decisions.

See salaries and explore the career path for Market Research Analyst

Advertising Manager

An advertising manager plans, develops, and executes advertising campaigns to promote products or services. This role requires a strong understanding of consumer behavior and advertising channels. This course helps advertising managers understand the consumer decision journey and identify opportunities to influence purchase decisions through advertising. By understanding the critical moments of truth, an advertising manager can create more effective and targeted ad campaigns. Frameworks taught in this course empower advertising managers to know how to influence consumers to pick a particular product over a competing product.

See salaries and explore the career path for Advertising Manager

Social Media Manager

A social media manager develops and implements social media strategies to increase brand awareness and engagement. This role requires a strong understanding of social media platforms and consumer behavior on social media. This course helps social media managers understand the consumer decision journey as it relates to social media and how to influence purchase decisions through social media content and campaigns. By understanding the critical moments of truth on social media, a social media manager can create more effective and engaging content. A social media manager can learn how to influence consumers to pick a particular product over a competing product through the content of this course.

See salaries and explore the career path for Social Media Manager

User Experience Researcher

User experience researcher designs and conducts studies to understand how users interact with products or services, aiming to improve usability and satisfaction. Typically, these roles require a Master's or PhD degree. The work of a User Experience Researcher combines qualitative and quantitative methods to gather insights into user behaviors and preferences. This course helps user experience researchers understand the decision-making process that consumers go through before making a purchase. With an understanding of the consumer journey and critical moments of truth, a user experience researcher can bring customer-centric data to engineering and design decisions, improving the overall product experience. For those seeking to improve usability and satisfaction, this course can help to deliver a better product to market.

See salaries and explore the career path for User Experience Researcher

Customer Experience Manager

A customer experience manager is responsible for overseeing and improving the overall customer experience with a company's products or services. This role requires a deep understanding of customer needs and pain points. This course may help customer experience managers understand the consumer decision journey and identify opportunities to improve the customer experience at different stages. By understanding the critical moments of truth, a customer experience manager can develop strategies to enhance customer satisfaction and loyalty. For customer experience managers looking to understand consumer behaviors to drive business decisions, this course may provide valuable insights.

See salaries and explore the career path for Customer Experience Manager

Retail Manager

A retail manager oversees the daily operations of a retail store, including inventory management, customer service, and sales. This role requires a strong understanding of consumer behavior and retail best practices. This course may help retail managers understand the consumer decision journey within the retail environment and identify opportunities to influence purchase decisions at the point of sale. By understanding the critical moments of truth in the store, a retail manager can improve the customer experience and increase sales. Retail managers who need to understand consumer behaviors to drive business decisions may find this course to be very helpful.

See salaries and explore the career path for Retail Manager

Product Manager

A product manager is responsible for the strategy, roadmap, and feature definition of a product or product line. This role involves a deep understanding of customer needs and market opportunities. This course may help product managers better understand the consumer decision journey and identify opportunities to influence purchase decisions. By understanding the critical moments of truth, a product manager can develop product features and messaging that resonate with consumers. This course may be particularly useful for product managers who need to understand consumer behaviors to drive business decisions.

See salaries and explore the career path for Product Manager

Public relations manager

A public relations manager manages a company's reputation and builds relationships with the media and other stakeholders. This role requires a deep understanding of public opinion and effective communication strategies. This course may help public relations managers understand consumer perceptions and identify opportunities to influence public opinion about a product or brand. By understanding the consumer decision journey, a public relations manager can develop communication strategies that resonate with consumers and enhance the company's image. This course may be particularly helpful for public relations managers who need to understand consumer behaviors to drive business decisions.

See salaries and explore the career path for Public relations manager

Sales Manager

A sales manager leads and motivates a team of sales representatives to achieve sales targets. This role requires a strong understanding of customer behavior and effective sales techniques. This course may help sales managers understand the consumer decision journey and identify opportunities to influence purchase decisions. With an understanding of the critical moments of truth, a sales manager can train their team to better address customer needs and overcome sales barriers. For a sales manager who is looking to understand consumer behaviors to drive business decisions, this course may provide valuable insights.

See salaries and explore the career path for Sales Manager

Marketing Strategy

Why are they not buying your product?

What's inside

Learning objectives

Syllabus

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Reviews summary

Practical consumer behavior frameworks

Activities

Career center

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