The See-Think-Do-Care model has long served as the framework for understanding the customer journey. However, it now appears that consumers no longer follow a linear path from awareness to purchase. This is where the concept of the Messy Middle comes into play. This is a phase full of complexity where consumers continuously move back and forth between discovering new options and evaluating choices.
How does it form? the Messy Middle an addition to Google’s traditional See-Think-Do-Care model? And how do you use it to optimize your marketing strategy? I’ll explain it to you.
What is the Messy Middle?
The Messy Middle refers to the chaotic, but crucial part of the customer journey between the initial trigger (such as an advertisement or recommendation) and the final purchase decision. Instead of following a linear path, consumers continually move between two thought patterns:
- Exploration, where they discover new options
- Evaluation, where they reconsider existing choices
This makes the customer journey more complex. It requires you as a marketer to be present at different times and in different ways, because consumers often regress in their decision-making process.
Messy Middle vs See-Think-Do-Care: what are the differences?
The See-Think-Do-Care model is linear: from awareness (See) to consideration (Think), purchase (Do) and customer loyalty (Care). The Messy Middle adds an extra layer of complexity. It helps highlight the fact that mid-market consumers aren’t moving in a straight line on this journey. Instead, they experience a cyclical process of exploration and evaluation before ultimately making a purchase.
The most important addition of the Messy Middle is that even if consumers have a clear preference, they can still be confused by the abundance of options and information.
How do you adapt your marketing strategy to the Messy Middle?
Consistent brand presence
In the Messy Middle you want to remain visible during both the exploration and evaluation phases. If you are consistently present at the right times and channels, you increase the chance of making a lasting impression.
Consider, for example, software companies such as Salesforce or Hubspot that maintain a presence with targeted LinkedIn advertisements, search engine marketing (SEO and SEA) combined with relevant content such as white papers, webinars, podcast and physical events. These brands also have an organic and paid presence on Facebook and Instagram. They provide valuable information at any time, which helps keep prospects top of mind, even if those customers spend months researching before making a decision.
Use of behavioral science
Psychological triggers such as social proof and scarcity play a big role in helping consumers make their decisions. These are proven techniques (such as Cialdini) to guide consumers through the evaluation phase and increase their confidence.
Sports brands such as Nike, Adidas and Mizuno often show in their product pages how many items are still available (‘Only 3 in stock!’), creating a sense of urgency. Plus, like them, you can prominently display product reviews to build trust and show that other consumers have made the same choice.
Increase consumer confidence
Make your customers feel confident about their choice by providing clear and compelling product information. This helps to remove any uncertainties that may keep them in the evaluation phase. Platforms such as Airbnb, Booking.com and bol offer extensive product descriptions, customer reviews and answers to frequently asked questions. So it’s all about fair burden of proof.
This also applies to consultancy organizations in the B2B world. Here you need honest, distinctive evidence in the form of testimonials, business cases and reviews. This transparency reduces doubt and increases confidence in the purchase.
So, become aware of how consumers may hesitate and behave in the phase between awareness and purchase. And focus your attention on this extra layer in the See-Think-Do-Care model.
Source: www.frankwatching.com
