Often times businesses make a decision to buy Adwords on a one-off with no real planning around the consumer buying journey, result…a let down. Great media plans start with copious amounts of research and knowledge into the micro-moments and consumer buying journeys. Google has spent an enormous amount to time and resources making sense of how people buy products and services.

The example above is the typical marketing mix for an automotive dealer based on key findings from automotive purchasers. Digital strategies are more than time lines, they are moments that businesses get to impact the consumer buying cycle. Buying adwords alone only addresses one, two, or three of the permission based aspects of the buying cycle. Comprehensive forethought would allow the business to really look at the overall buyer experience and address all aspects in it’s media plan. The same sale in a business to business model looks much different.