You know what service or product you want...you just don't know which brand, price point or company you want to buy it from......
In the past that confusion, that uncertainty made the shopping experience intense, as sales people tried to convince you that their was best, they got you to try it....knowing that it was a wonderful tool in influencing your decision.
Social media has changed this relationship, in fact one can argue that it is the brand that is "pressured" during the browsing process on the social web. The customer can take all the time they need, choose endless social websites and choose the one that fits their need perfectly...based on their insight and the reviews of others...the power struggle has flipped!
Customer confusion is nothing new...but confusion is often seen as something brands should sort out for the consumer....but NO....
Leave the customer alone, let them browse.....give them insights on your site to make the decision, give them tools to search easily, give them recommendations, give them the tools for them to choose.....
Confusion is a sign of willingness to buy....it doesn't need 'solving' as that just creates more confusion from the recipient of that 'help'!
Confusion allows a brand through social marketing to give space, to give ideas and to give tools for the consumer to choose....social is being the friendly shop assistant who doesn'g bug you, but is there to guide you....
Is your site leaving your consumer alone? Is your social marketing a guide or an annoyance?
