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...