Aligning with the Consumer Decision Journey (download)

In the ever changing world, the consumer and business man is connecting to brand in a different way. David Edelman is explaining this very clearly in this article.

Summary:

"Traditional marketing strategies fall short in this new world. Marketers need to drop the funnel metaphor to describe consumer touch points and instead study the evolving and increasingly digital consumer decision journey (CDJ). The CDJ illustrates how consumers add and subtract brands from a group
under consideration during an extended evaluation phase. And purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the brand during which
they enjoy, advocate for and bond with it."

download article (PDF)

published by HBR.com: "ideas in practice" by Harvard Business Review

Traditional marketing strategies fall short
in this new world. Marketers need to drop the funnel metaphor to
describe consumer touch points and instead study the evolving
and increasingly digital consumer decision journey (CDJ). The CDJ
illustrates how consumers add and subtract brands from a group
under consideration during an extended evaluation phase. And
purchase is no longer the end of the relationship. Now consumers
often enter into an ongoing relationship with the brand during which
they enjoy, advocate for and bond with it.