The reality today is that we’re living in a fragmented world - attribution issues, privacy concerns, disconnected journeys, and endless channels to try and engage users on.
Consumers bounce between channels, debates, and decisions before hitting that ‘buy’ button. Yet, if you zoom out and examine the phases that customers go through during long purchase cycles, you’ll find a consistent pattern:
1) recognition of need
2) gathering information
3) evaluating alternatives
4) making a purchase decision, and crucially
5) post-purchase behaviour.
Sure, someone looking for a new EV car won’t have the exact same journey as someone booking their 2025 holiday, but generally, they follow similar steps.
Read the full article here.