Marketers Can Map the Consumer’s Journey To Purchase
How can I reach the right consumer, at the right time, in the right place, and with the right message to influence his or her purchase decision? Data mining allows marketers to identify major characteristics of their consumers’ path to purchase. Armed with this data, marketers can focus on the digital paths driving the most ROI and influence consumers’ actual journeys toward the purchase.
Agencies Need a New Set of Glasses
Many agencies hope that a single media metric can one day emerge to simplify the unwelcome complexity of new media. Compete’s Chief Research Officer, Yaakov Kimelfeld, warns they shouldn’t hold their breath. Brands increasingly have less control over their messages; they no longer travel in a straight path from advertisers through publishers to consumers. New technology empowers consumers to manipulate the media and insert their personal perceptions…