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A customer's journey, from first hearing about a product to purchasing it--involves a vast and growing array of encounters with a product or brand. In fact, consumers "touch" your brand an average of 56 times between inspiration and transaction.1 Many of these "touchpoints" involve standard retail channels viz. walking by the storefront, going online to a branded e-commerce website, viewing a TV ad, or hearing a radio spot promoting a local sale. But more and more, new media touchpoints such as social networking, blogs, communities, video, and location-based services are becoming an integral part of the consumer shopping journey.
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