The Influence Mix, developed by Simonson and Rosen, is a tool that helps marketers consider the impacts of social media sites on customers’ purchase decisions to build a successful marketing plan.
In their book, Absolute Value, they outline three significant elements that impact customers’ decisions. Prior Preferences (P), Marketer Information (M), and Other People’s Input (I) are some of them (O).
In Simonson and Rosen’s Influence Mix, you may look at a range of significant variables that commonly come together in a purchase decision. Different markets will have a diverse mix of the various elements, and it’s up to you to determine which ones will be the most important in yours.
Description of Simonson & Rosen’s Influence Mix
According to Simonson and Rosen’s Influence Mix, the more one of the variables mentioned above influences a person’s purchase choice, the less influence the others have. To maximise a company’s impact on purchasing decisions, it’s crucial to determine which element has the most influence and tailor a marketing plan to that aspect.
The following are the three elements that influence a customer’s decision:
Prior Preferences, Beliefs, and Experiences (P):
These are generally low-risk purchases based on habit and previous experience with a product. They primarily consist of everyday expenditures like groceries and detergents.
Information from Marketers (M):
This purchasing factor is centred on emotional purchases of higher-end products such as vehicles and diamonds, which may be affected heavily by marketing efforts. It also encourages people to try something new instead of sticking with their favourite products.
Input From Other People (O):
Social media and internet influence have a role in the third component. Potential buyers resort to online reviews for somewhat essential items like phones and electronics. They want to know that their product will be reliable, high-quality, and functional, and they are prepared to spend time researching these qualities online.
A firm should determine which marketing strategy will perform best for the product it is attempting to sell before deciding which approach to utilize. The firm should choose one of the three tactics that best matches its product and create a marketing plan around it. It will be much simpler to determine the ideal marketing approach if you investigate how consumers will purchase your goods.
Prior Preferences, Beliefs, and Experiences
The decision-making procedure for the majority of purchases may be seen here. This mix section will include groceries, petrol, home supplies, and other items you buy regularly. For example, when purchasing a beverage, you don’t need to conduct significant market research because you already know what kind of beverages you enjoy. You won’t need to read internet reviews or look at social media to make your decision-you’ll choose the brand you know you prefer and go about your business.
Price, of course, plays a significant factor in this equation. Because the products you buy daily are usually low-cost, you aren’t concerned about devoting time to study. If you believe a beverage for a dollar or two and don’t like it, you won’t repurchase it. Even if you are dissatisfied with what you receive, spending a little money on this transaction does not result in a significant loss.
If you offer low-cost, regularly purchased things, you will certainly discover your products in this mix section. Living in this mix section can reduce the work required to persuade customers to test your items. Because you’ll be selling a low-cost item, customers may be more inclined to give you a chance. On the other hand, buyers in this sector are more likely to have pre-determined tastes, so they may choose the items they are already familiar with before even considering your offering.
Also read: What is Bowman’s Strategy Clock?
Information from Marketers
This element of the Simonson and Rosen Influence Mix affects products marketed through a successful marketing effort. These aren’t always the cheapest items on the shelf, but they’re also not always the most costly.
Most of the time, the items effectively marketed by outstanding marketing efforts are slightly more costly than those currently being purchased. For example, if you make a high-end product in a market with many low-cost choices, good marketing may help you acquire market share.
The marketing department is typically in charge of ascribing a quality reputation to a product introduced to the market. If you launch a more expensive product than your competitors, you’ll need to do a superb job of advertising it as superior in some way. What distinguishes yours from the rest? You might be able to attract their attention to your goods—even at a better price—by expressing that message to your audience.
Input from Other People
In the past, ‘word of mouth’ from friends, family members, and coworkers would have been the primary source of information you got before making a purchase. Of course, in the twenty-first century, everything has changed.
Nowadays, social media sources are commonly used to obtain information about products or services from others. Typically, the higher-priced, “major” purchases are primarily influenced by the recommendations of others. Other people’s feedback may assist or hurt products like computers, cell phones, tablets, autos, and more.
Given that social media significantly influences vast purchasing choices, it is suitable for businesses to keep watch on social media interactions and leverage the open architecture of such platforms to intervene when necessary. Your company’s active social media presence will not only assist consumers in learning more about your product and allow you to demonstrate your devotion to customer service.