AT&T’s $1.2B Gamble
AT&T’s proposed $49 billion purchase of DirecTV would bring DirecTV’s 20 million US pay-TV subscribers into the fold and give AT&T a better foothold to compete in the rapidly consolidating communications industry.
Make the New Path to Purchase Work For You
The singular, orderly, sequence of purchase stages has been scrambled, and marketers need to conform quickly. Consumers are changing the way they research and purchase online, and new shopping paths are emerging depending on behavior, device, location, and intent. It’s not just what consumers do that is important; it is also how, when and why they do it. Consumers are distracted, but smarter. Marketers can be smarter, too.