The term the ‘Messy Middle’ was first coined by a team of Market Insight specialists at Google. It refers to the non-linear way purchasing decisions are made. In this blog post, we explore the purchase journey engineers go on when deciding which components, supplies and providers to opt for.
The ‘Messy Middle’ lies at the centre of the decision-making process, where engineers search for information about products and companies, weighing up the available options. It is a corollary of today’s information explosion, which puts copious amounts of data, catalogues and buying options at our fingertips.
This decision-making process as defined by these Market Insight specialists can be simplified into two distinct steps: exploration and evaluation. Exploration is an expansive activity and it involves finding options and alternatives. The second step, evaluation, is a reductive activity. It is aimed primarily at reducing and narrowing down these options. It should be noted that buyers will often oscillate between exploration and evaluation multiple times.
Many different biases influence these two exploration and evaluation steps. The Market Insight report prioritises six, with the first five being especially pertinent to the engineering industry:
- Category heuristics: A short product bio which conveys key information succinctly to the potential buyer;
- Power of now: The quicker a purchasing decision is made, the stronger your proposition;
- Social proof: Reviews and market validation for your products and services;
- Scarcity bias: Engineers need to know that their supply chains are secure, to this end knowing that the products they select will be available is of paramount importance;
- Authority bias: Proof from a trusted publication or source.
So, how can we incorporate these biases to improve our marketing?
There are a few ways to make that happen. Savvy marketers will want to ensure brand presence through the distribution of press releases, case studies and other written materials, along with targeted marketing activities. These activities ensure that your product offering is front of mind in the purchasing decision process. Positioning your brand as an expert in your given field of activity will reduce the time potential customers spend exploring alternatives, making your value proposition stronger.
In short: make sure you’re an active part in the market! Whether through trade shows or social media, make sure your voice is heard and engage with your audience. At 514 Media, our ‘no-nonsense’ approach to PR uses tried and tested techniques to maximise client exposure across multiple online and offline channels. We leverage our media contacts and knowledge of the market to position our clients as leaders.