The New Customer Journey

Customers are embarking on a new journey traversing a complex web of new impression and interaction points. This journey begins long before most companies have the opportunity to deliver their carefully crafted brand messages. Brand awareness is now influenced by new impression formats such as heated community discussions while product discovery is driven by affiliate sites and visual shopping engines where shoppers assemble new looks. The actual shopping process now includes powerful new touch points such as mobile which offers instant access to information and transactions that span multiple channels such as buy on mobile pick up at your closest store.

Thus, the traditional marketing funnel and ecommerce as we know it has been eclipsed by this new paradigm -- an extended web of