The consumer decision journey by McKinsey: more interactions, less funnel

by Laurent François

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McKinsey has just launched a new report about the consumer decision journey. It goes far beyond “funnel”, and integratethe new interactions moments btw brands and consumers:

Exhibit 4: Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.

it confirms the urgent need for brands to invest in social media, because it’s the place where decisions happen.

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