The path to purchase is no longer linear

We used to talk about customers’ “path to purchase” and it used to be a straight line. The milestones along the path started with awareness and led through research and purchase through to advocacy, influenced by mass media advertising along the way. And the point of purchase was always at the same place – in a shop. But customers don’t travel in a nice linear direction any more – and it’s harder to reach them through traditional media and one-to-many communications. There’s a cu

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