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The consumer journey is complicated. Consumers have more options than ever for how they will research and purchase – and all these options result in no single path to purchase for any category.
As an example, let’s talk about plant fertilizer. I’m not very engaged with the plant care category, so if I found myself in need of plant fertilizer I might visit one online retailer, browse for 2 minutes, then purchase. Meanwhile you might care very deeply about plant fertilizer – you might visit several retailers, conduct multiple searches, read many reviews, and finally purchase at that same retailer as me after a week of research to find the fertilizer that suits your specific needs.
How can a marketer influence both of us to purchase the same brand when our paths are so different? In an ideal world, the marketer would coordinate resources to match each of our paths perfectly, so that we both receive the message that influences each of us at the right time. But in the real world, marketers have limited resources and need to ensure their efforts result in the largest impact to their business.
To help address this pain, today Millward Brown Digital launched our latest report, “Demystifying the Consumer Journey: Establishing a Consumer-Centric Marketing Strategy.” In this report, we highlight the major variations in consumers’ purchase paths and indicate the ways in which marketers can simplify the consumer journey to fully realize a consumer-centric marketing strategy.
Learn more by downloading the full study here.
Still looking for more? Join our webinar on June 17 at 2pm. Follow this link for more information and registration.