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Trends and Insight in association withSynapse Virtual Production
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The Long Game: Navigating Complex Social Customer Journeys

09/01/2025
Branding and Marketing Agency
London, UK
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eight&four explains why long purchases cycles today are riddled with complexity - particularly on social media

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.

Agency / Creative
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