With the exponential growth of internet marketing and online advertising, the customer’s journey
to making a purchase has grown longer, often including a myriad of touch points along the way.
According to our Consumers Tell All survey, 60% of all shoppers polled said they at least
occasionally shop online. Whether they begin with a direct search or visit a website via a paid
advertisement, the modern shopper takes far more time to explore their options and do their
research before buying.
In How Consumers Across the Globe Use Multiple Devices to Shop and Buy, we found that
the average consumer owns three different devices and uses an average of 1.6 to make a
purchase. The change in consumer behavior has complicated and lengthened the buying process.
As recently as a couple of years ago, the digital journey often confused and intimidated both
shopper and marketer. Many entry points, combined with various opportunities for consumers to
abandon a purchase, made it difficult to understand just where things went wrong.
Thankfully, years of research and data-driven analysis have fine-tuned that process and given
marketers all the tools they need to draw in customers and keep them engaged and satisfied, from
the first touch to checkout and beyond.
Let’s take a closer look at three common stages of today’s buying journey and solutions for
effectively managing each one.
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