Follow the customer journey

This article previews a series of articles about how marketers can make sense of the complexity of touchpoints and channels to create better customer journeys.

Customer Journey Marketing

This article introduces a series of articles on marketing along the customer journey. Read more.

How we make decisions to purchase things and how brands can influence those decisions along the journey – from the initial trigger of intent, the consideration of options, the search (online and offline), the reviews and influences, the choice, and finally the purchase – is presently taxing the minds of most marketers, faced with a complexity of multiple touchpoints and channels.

The journey and the behaviours can differ greatly according to the type of product/service, the competitive set, and the...

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Insights Team
Bray Leino

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