Active Consideration
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Getting consumers to purchase is not always the main focus of a company. Increasing participation and what is called "active consideration" is also an important goal which company's should have. A company does not want to come off as too forceful because this usually just pushes consumers away from the message of the company. Building involvement is a part of creating active consideration. Companies want to reinforce their brand, and create more interactions from both sides of the equation. Having both active consideration and involvement makes it nice for prompting consumers to research and check out the product or service.
Digital
The question is what is a good way to increase both these areas? For many companies, digital online searches are the answer. As Young says in his book Brand Media Strategy: Integrated Communications Planing in The Digital Era, "a brand wants to prompt consumers' consideration and research of the product, possibly by visiting the website or checking out reviews, articles or comparison sites". Young also describes online search as one of the most powerful media to increase active consideration. This is especially true with the increase in digital screens, meaning consumers can instantly research a product via their smart phones. Consumers can easily leave and read reviews on products when considering to purchase. This also means companies need to have easily accessible information to inform customers. It is important to have employees to maintain the internet aspect of the company. This means creating websites which provide ease of information as well as monitoring reviews and questions customers have. In today's world, everything needs to be convenient or people typically will not bother. A company must recognize this and know how to provide the best to their consumers, which in the long run builds the brand and consumer relationships.
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