Edit ModuleShow Tags

The new consumer decision journey

Remember the good ol' days when marketers could track a consumer’s purchase decision journey by a linear funnel? Oh, the simplicity of being able to push out a message to a consumer knowing you’re sending them the right message based on the stage they’re in in the purchase funnel!

Many brands choose to simply focus on the top of the funnel, AWARENESS, with above-the-line advertising tactics and achieve a high success rate of making it onto the ever-important consideration stage.

Well, the days of pushing out one message to a mass audience and trickling it through the funnel are gone. Consumers these days demand more – more attention, more engagement and more understanding of their needs and wants.

The new funnel or journey looks like this (thanks to those smart people at McKinsey.


There are now many ways and times to reach the consumer through an integrated marketing approach. However, it’s not as simple as putting out different messages and reaching them. You must be much more involved with your target audience and meet them where they are researching, with the right message that evokes an emotion in them and continues to do so without fail.

The first step in this process is putting a listening strategy in place to help you (the brand) understand how consumers go about becoming aware of your brand, which sites they use to research brands to consider and how far in advance from purchase they start their research.

At Philosophy Communication, we have a deep understanding of the new consumer decision journey and best practices for navigating in it. In fact, I had the opportunity to work directly with McKinsey on a six-week project discussing just this topic. The experience was extremely detailed and educational.

What did we learn at the end of the project? Well, that answer would take quite some time and lots of spreadsheets to provide, but in a nutshell, it’s understanding your customer and talking to them rather than at them with a benefits-focused message and then taking very good care of them even after the sale.

Edit Module
Marni Hale

Writing about Luxury is nothing new for this California native. Marni has worked with luxury brands including Thermador home appliances and Mercedes-Benz. She heads the Southern California office of Denver-based Philosophy Communication.

Get more of our current issue | Subscribe to the magazine | Get our Free e-newsletter

Edit ModuleShow Tags

Archive »Related Articles

Why do so many millennials live in their parents' basement?

As a result of watching the value of their parents’ home drop drastically during the 2008-2009 housing bubble, Millennials have grown wary of homeownership.

The woman behind Denver's community workspace movement

Before Ellen Winkler made a name for herself in Denver, shaping work spaces, she started her career on construction sites in New York City.

Thinking of working for a founder? Read this first!

The founder — someone who birthed several companies but never got any of them to profitability — has turned from “The Creative One” (he developed the first product) to “The Critical One,” now more boat anchor than cheerleader.
Edit ModuleShow Tags

Thanks for contributing to our community-- please keep your comments in good taste and appropriate for our business professional readers.

Add your comment: