Marketing as Architect of the New Buyer Journey
A look at the impact on new buyer expectations and behaviors-and the challenges and opportunities for brands and marketing.
Sales Renewal’s insight:
A typical, simplified view of the customer journey (buyer’s funnel” shows three stages – Awareness (of a need or an issue that needs solving); Consideration (of the alternatives); and Purchase (of the best solution for the need).
But rarely is the customer journey a straight path from Awareness to Purchase, as so aptly demonstrated in this graphic from Forrester Research via Percolate.com. There are twists and turns throughout the journey which present both obstacles – and opportunities.
Understanding this non-linear path to purchasing further reinforces the importance of key concepts and creating relevant content for different stages of the customer journey.
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