Search & Social, how they work best together

Marketing’s primary goal is to reach consumers at the various moments of truth that influence their purchasing behavior. The problem with the classic purchase funnel is – it is linear and rather pre-determined, assuming prospects would move across the funnel from Awareness to Purchase or intended action.

We know today that this is not true. With the advent of digital media, a prospect can today be exposed to multiple touch points and the one way communication flow between marketers to consumers is now replaced by a 3 way communication happening between brands and consumers and vice versa and between consumers themselves. To make sense of this massive change McKinsey in 2010 conducted a study examining the purchase decisions of almost 20,000 consumers across five industries and three continents, and came up with what they call the ‘consumer decision journey… Read more

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