Understanding Simonson & Rosen's Influence Mix for Effective Marketing Strategies

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Simonson & Rosen's Influence Mix provides a framework to analyze the impact of social media on purchasing decisions. Prior Preferences, Information from Marketers, and Input from Other People are key factors influencing customer decisions. Benefits of each factor are outlined, along with guidance on outlining target customer needs and creating action plans based on Influence Mix insights.

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Uploaded on Jul 18, 2024 | 1 Views

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Presentation Transcript

Simonson & Rosens Influence Mix Template Simonson and Rosen s Influence Mix is a tool to help marketers think about the impact of social media on customers purchasing decisions, in order to help them develop a successful marketing strategy. In their book Absolute Value, they describe three main factors which influence customers decisions. These include Prior Preferences (P), Information from Marketers (M), and Input from Other people (O): 1. Prior Preferences, Beliefs and Experiences - These purchases are usually low risk formed by habit and prior experience with a product. They mostly include routine purchases such as groceries and detergents. List benefits of this strategy. 2. Information from Marketers - This purchasing factor is focused on emotional purchases of higher-end goods such as cars and jewelry and can be highly influenced by marketing campaigns. It is also used to persuade customers to switch from brands they know and try something new. List benefits of this strategy. 3. Input From Other People - This third factor is where social media and online influence come into play. Potential customers look to online reviews for relatively important purchases such as phones and electronics. They want to be reassured that they product they buy will have a high level of reliability, quality and functionality, and are willing to put in the time to research these factors. List benefits of this strategy. 1 Want more best practices? Visit Praxie.com

Outline your target customers core needs and what they are seeking in from specific products and/or services. Use this information to complete the PMO areas of focus to highlight what most influences their purchase decisions. Simonson & Rosen s Influence Mix Enter prior preferences here Target Customer Prior Describe your target customer and the primary social channels they use. P Preferences, Beliefs and Experiences Enter description here Enter information from marketers here Information from Marketers M Enter input from other people here O Input From Other People 2 Want more best practices? Visit Praxie.com

Actions Create an action plan based on building your Influence Mix insights and connect them to your strategy and marketing plans. Actions Owner Due Date Enter action here Enter owner Enter due date 3 Want more best practices? Visit Praxie.com