How People Buy: The Evolution of Consumer Purchasing

As a marketing representative and sales professional, understanding the prospective customers and where they get their information before making a buying decision and what factors help in influencing those decisions is always and very crucial. To help shed some light on how the purchase decision-making has changed over the past century, we would tackle the article below.

When it comes to identifying cultural trends from the past century. we often focus our attention on what people were buying. What types of clothing. What types of music. What types of food. But there’s another side to this consumer story that‘s easy to overlook: How were people buying? Where were they getting the information they needed to make informed purchase decisions’?

Follow the information below to find out.

Newspapers, magazines, billboards and other printed advertisements dominated the retail industry Product discovery was relatively organic, as shoppers passed new goods in stores or noticed ads throughout their daily activities. The Sears Roebuck and Montgomery Ward extensive mall-order catalogs enabled consumers to order anything from buttons to materials for building homes.


The transition from written to spoken news and entertainment threw the marketing world a curve ball. Audible advertisements for seemingly every product imaginable for this average U S emerged during “commercial breaks” in radio programming.

In 1929 saw the ‘Black Tuesday‘ stock market crash trigger the Great Depression. which wiped out Americans‘ savings. At the start of the 1930s. 12 million American households owned radios. By 1939, that figure had jumped to more than 28 million.

Radio advertising revenue surpassed magazine advertising during World War II ad spending increased from $2.1 billion in 1941 to $2.8 billion in 1945.

During World War ll. Americans were asked to be conservative with purchasing products (such as gasoline, steel, rubber, coffee
butter, oil, and meat) to prevent shortages.

Unemployment averaged nearly  18% between 1935 and 1939, America’s entry into World War ll in 1941 ushered
the end of the great Depression.

Television reached critical mass in the mid-195os. when TVs penetrated more than half of U.S homes. This helped give rise to the ‘Mad Men‘ era of advertising, and automobiles became the great American status symbol.

The Diner’s Club card (an early version of the credit card) was invented in 1949. Enabling customers to dine out while
leaving their wallets at home. Two years later, more than 20.000 people had one.

During the post-World War ll economic boom. families moved mass to new homes in the suburbs. The 1950s turned out to be a heyday for door-to-door sales. as salespeople found success selling to suburban families during the day.

The 1960s saw an increase in economic prosperity, with disposable income and leisure time at their highest levels ever. After the Vietnam War. Baby Boomers began coming of age, and sought to make changes in everything from social issues to arts to marketing.

TV EXPOSES ALL 1975 – 1985
Fully aware of how to use multiple channels to reach broad consumer audiences. advertisers exposed the average Americans to an estimated 1.600 ads per day during this time. People read ads in their morning papers, heard them on their car radios. watched them on their TVs, and even received them in the mail. By 1976  69 million US homes each had at least one TV. skyrocketing ad spending to $5.9 billion.

The personal computer industry began in 1977 with the introduction of three preassembled. mass-produced personal
computers: the Apple ll, the TRS-80, and the Commodore Personal Electronic Transactor (PET). These early PCs would help pave the way to giving consumers access to a revolutionary new source of intormation: the Internet,

Spam Anyone

The Advanced Research Projects Agency Network sent the first~ever spam email to a 400-person recipient list on May 3
1978-promoting a product presentation  for a new line of computers. Decades later. consumers would start using spam
filters to block out these types of unsolicited marketing messages.

The 1980s saw the mass adoption of several new technologies that would impact consumer actions. TV remote controls allowed viewers to switch channels  more easily, while VCRs made it possible for viewers to record programming. Both technologies made it easier for consumers to skip over interruptive ads.


Online shopping took off, with eBay and Amazon at the helm. The 1994 launch of Hotwired marked the start ot Internet advertising. For $30,000, sponsors could place ads on the Hotwired website for 12 weeks.

Email and search marketing emerged during this period, as Internet usage surged across the country. It seemed wherever people went on the Internet – even on newly popularized blogs – they’d see product ads.

Forever revolutionizing consumer habits, the Internet enabled consumers to immediately click on ads to buy
products. Banners and pop-up ads became extremely common. Total online ad spending hit S300 million in the mid~199os and would more than triple by 2000.


By 2002, 90% of Americans owned cell phones. Today, more than half of Americans own smartphones.

With mobile devices and social media now ruling consumers’ daily activities, many companies are turning to inbound tactics in order to attract, convert. and close customers. Rather than interrupting people with ads, they’re creating valuable content and making it easy for potential customers to find and engage with them online.


With Thanksto for this graphic.

How People Buy: Evolution of Consumer Purchasing

3 Techniques That Will Double Your Social Media Content with Half the Effort

Creating content for Social Media business accounts can be tricky to manage. Most of the time, we are looking for ways to reach prospects by posting on our social media accounts. Most social media accounts in startup and small business environments, are run by busy people with more “important” things to do than post on Twitter and check on Facebook engagement levels. This is why we see so many businesses social media accounts left untouched for months on end.


Yet, we know that deep down inside, that social media is important. And we know that we have to do it.


So we might as well figure out how to do more social media in less time and with less effort.


The following tactical methods have been proven to produce twice the amount of social media with only half of the effort. The great thing about this approach is that higher output on social media generally produces a greater level of engagement.


Here’s how to do it.


  1. Create a schedule.

When you create a social media schedule, you immediately reduce the level of consistent effort required throughout the day.


The inherent advantage of social media is also its disadvantage. True, you can keep your brand message and presence in front of people all the time, but this requires consistent output and daily effort.


When you unplug from one task to “quickly” post to social media, you’re doing yourself a serious disservice.


You waste time on your current task by having to pause and then come back to it. Even if it takes just a couple minutes to post to social media, you’ve lost your entire train of thought on the project that you were working on. A couple of minutes interruption may require double that amount just to move your mind back to the point where you left off.

You waste time on social media by having to reopen your social media tools or log into the accounts again. Keep in mind that every task has a cluster of other related tasks that require time. For example, if you’re not using a social media management tool, you may have to log into the business Twitter account. But in order to do that, you have to find the password. And in order to find the password, you have to look it up in an encrypted password file. And in order to do that, you have to find the file in your company’s intranet. It goes like this for every little task we have to do. What all this amounts to is a lot of wasted effort.

The solution I’m proposing is to deal with your social media in a single session of unbroken concentration.


The scheduling approach has three components.


In the first place, you must set aside time in your calendar to schedule your social media. The approach I advocate is to allocate an hour (or two, or three) to deal exclusively with social media. This is your social media time. It’s on your calendar like an inviolable appointment. Most people who are responsible for social media report doing this on a daily basis. Some people — usually the very-organised type — can get away with doing it once weekly.

Second, during this time, you schedule out your social media posts. Schedule out the times and messages that you want to post to your social media accounts. Be sure to follow industry best practices for the best time of day to post. The great thing about scheduling posts is that you can produce two or three times as many posts, but take a lot less time doing it. You can sit down for fifteen minutes and hammer out six tweets to release throughout the day. But what if you had to unplug at six separate times to post to Twitter? You’d go crazy, while at the same time cannibalizing your time and productivity. Scheduling your posts is a far superior approach.

Third, take some time to monitor your social media metrics. This is the practice of social media listening, and it’s an integral part of any approach to social media. Rather than dink around checking out RT’s and Facebook likes throughout the day, take a single point in time each day or week to analyse your metrics and make decisions based on what you see.

Constantly flitting in and out of social media is a huge drain on your time, effort, and mental energies. Scheduling — whether it’s scheduling your day, your posts, or your listening — dramatically reduces the level of effort that you put into social media, while dramatically increasing your output.


  1. Collect as you go.

One of the most important features of posting to social media is also the most time-consuming — finding content to post.


Vertical Response has found that the single-most time-consuming factor in social media management is “finding & posting content.”


The amount of time and effort that you pour into finding and posting can be reduced. I already showed you how the simple practice of scheduling will reduce that effort.

Content Marketing Exposure By Design

But what about the process of collecting the content to post? You need a collection system.


Create a collection system for content.

The system you choose is totally up to you, but let me provide a suggestion. I use Evernote along with the Evernote Chrome extension. In my Evernote folder, I can create a specific folder for things I want to collect and share later.

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Whenever I come across something interesting to post on social media, all I do is click the Evernote button in my browser.

Social Media Content


From there, I can adjust how I want this article to be saved for future reference. I’m putting it in a sub-folder of my social media folder called “Business Ideas.” I’m saving the “Bookmark,” not the entire article, and I’m tagging it with “social media.” I’ve also added a quick note: “This would be a good one to post on Tuesday.”

Content marketing by Exposure By Design


When I click “save,” I now have this article saved in Evernote. When it’s time to schedule my articles for posting, I simply open up the correct Evernote folder and go to my saved bookmark.

Content calandar


This is nothing more than a collection system. I’m simply taking the process of collecting content, and distilling it to a quick-and-easy process.


As I move throughout my day, checking emails, visiting websites, doing research, etc., I will come across interesting articles, studies, or websites that I’d like to share. All I do is click my Evernote extension, and I’m done. It’s saved for the next day’s scheduling session.


Create a focused time for content discovery.

Another way to reduce your overall effort is to create a focused time for discovering great content.


Buffer has an article on “Always Have an Amazing Link to Share,” in which they discuss some of the most effective places to find great content. This is a great starting point for discovering great links to share via social media.


You should also do some spadework to discover your own content. I suggest a technique in my Buffer article, that requires spending just thirty minutes to come up with content to post for several days.


This goes back to my whole thesis: With half the effort, you can produce double the content. You just have to be smart, scheduled, and intentional about it.


  1. Share it more than once.

Here’s the ultimate hack for less-effort/more-content. Share the same stuff more than once.


There’s logic to back up this simple technique. Different people will see your different social media posts, depending on what time you post it.


Joe checks his Twitter feed at 8am, but Marie doesn’t check her Twitter feed until her lunch break at 12:30. Joe’s going to see your morning tweet, but maybe not your noon tweet.


So why not share the same thing twice? Or why not three times? Or more?


Can you get away with this? Absolutely, and there’s nothing cheap about it at all.


Garrett Moon discussed how he recycles his posts, and even shows his schedule for doing it.

3 Techniques That Will Double Your Social Media Content with Half the Effort


Moon has had zero complaints, higher interaction, more output, and even the possibility that some of the reshared content could go viral after several takes.


If you share your content more than once, you can get three or four times as much mileage from a single post than you would if you were only to post it once. Obviously, you’d need to jigger it a few times to make it unique each time, but the overall principle is incredibly effort-saving and traffic-increasing.



Tips, tricks and hacks can make social media more effective than it is. But let’s be careful not to view social media as a waste of time. Although social media can be a black hole of time-wasting (if you do it wrong), it is actually an investment in your overall business marketing efforts.


Hopefully these tips have given you a couple of ideas to help increase your social media output.

If this still all seems a bit much, and you would rather have someone who understand s social media look after it for you. Give us a call 1300 858665