The New Purchase Journey

When consumers purchase something, almost anything, these days, they no longer go through the traditional “awareness, familiarity, consideration, purchase, loyalty” funnel so many sales and marketing teams are brought up on.

Instead, there is a continuous evaluation and feedback loop going on – consider, evaluate, purchase, enjoy, advocate.

From this:

 

Traditional Purchase Funnel/Journey

 

to this:

 

New Purchase Funnel/Journey

 

It’s up to us as marketers to acknowledge and adapt to these changes in as smart and sophisticated way as possible.

via Speed Summary | HBR on Social Media & New Rules of Branding | Social Commerce Today.

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