Mapping the path to purchase
Every marketer wants to improve their ability to influence brand relationships. That might mean understanding that marketing is a “long game” and we have to win people over before they are even thinking of buying. Or we might learn that decisions are made late in the day and the right message tone and channel can grab a purchase just as it is being put into the shopping basket. All this comes to life when we use a consumer journey framework to organise our consumer exploration.
The consumer journey is currently a hot topic in media and marketing, as businesses move away from traditional purchase funnels and look for a more holistic way of analysing customer decision-making. Pointlogic and Tapestry are at the forefront of this evolution.