Incorporating 5A Path to Purchase with Influencer Marketing

Path-to-Purchase refers to the process of the brand being exposed to customers through various mediums that eventually convert to “purchase” and “recommendation”. As digital media are taking over traditional media’s place in terms of time spent by people every day, mediums such as search engines, online forums, apps, social media platforms, etc are more valued by brands than ever. 
In addition, through browsing various digital mediums, micro-moments make a huge influence on customer behaviours. When a consumer intends to know, go, do or buy something through a digital device, these are four micro-moments that will be game-changing for marketers. If your quality and relevance of content can meet the needs of consumers during their micro-moments, it’ll certainly help you gain and retain customers after their purchases.
There were many purchase funnel models proposed to educate brands on consumers’ path to purchase. The longest-serving purchase funnel model is known as AIDA (Attention → Interest → Desire → Action), it provides insights for creating effective advertising messages at different stages. However, the AIDA model lacks focus on dynamic decision-making process due to technology advancement, and post-purchase behaviours such as reviews, referrals, and sharing to social circles, which is important to customer retention and building a positive brand image.
The 5As in the marketing model stand for:
Aware → Appeal → Ask → Action → Advocate

	Aware	Appeal	Ask	Action	Advocate
Consumer Touch Points	Discover/receive brand information through multiple channels	Impressed by brand/products that resonate and get curious	Research/compare additional product information, e.g. reviews, purchase experience	Trial, purchase, after-sales support	Repurchase, recommend to social circles, form loyalty to the brand
Application to Influencer Marketing	Influencers or user-generated content on social platforms	Insert brand/product link at Influencers’ call-to-action button to impress consumers further	Invite Influencer to share their reviews and experience to increase the brand’s credibility	Provide Influencer exclusive promo codes to drive purchase incentives	Monitor keywords on social media platforms to understand consumers’ feedbacks and demands

Through this 5A Path of Purchase, you could find out where your potential consumers stopped proceeding, and use influencer marketing tactics to encourage them correspondingly to the next step. Last but not least, collaboration with Influencers in various fields will also help you explore unnoticed target audiences that appeal to your brand, and create better relevant content that increases your brand’s credibility and SEO ranking.
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