Consumers may encounter your brand at any point in their decision-making process, or unexpectedly shift between stages, such as going from consideration back to awareness or even straight to purchase. By sticking with a linear model to reach a non-linear customer, you risk missing important touch points that could impact their purchase decision. Without a framework for devising content, how can you reach your target audience at the right moment to drive sales? In many ways, the new path to purchase presents more opportunities for creativity for marketers because it requires more flexibility.
Data from Google confirms this: nearly all consumers start with a web search as their first touch point when beginning their buyer journey. Since a large portion of their existing customer base is….
