The Consumer Decision Journey

The McKinsey Quarterly [registration needed]

“Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should.
Marketers commonly think of consumers’ purchase decisions in terms of a funnel: customers start with many product options and systematically narrow in on a decision, based partly on marketing messages directed at them.

But a more sophisticated approach is required to help marketers navigate today’s environment, with its proliferation of digital channels and increasingly discerning, well-informed consumers. This new consumer decision-making process is less linear and more complicated than the funnel suggests and must be understood by marketers if they are to reach customers not only at the right place and time but with the right message.

The decision-making process is now a circular journey with four phases. The number of brands added for consideration in different stages differs by industry. Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.”

videoWatch the Video: The Consumer Decision Journey [registration needed]


See the new ‘HD Marketing‘ approach!

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: