The Digitization of Everything – Its Impact on the Buyer’s Journey and Marketing’s Role

For nearly a century, the buyer’s journey was relatively linear. Advertising messages distributed across a few mass media outlets were the primary method of spreading awareness. Purchase consideration generally occurred by reading product brochures and conversing with salespeople, friends and family.  A purchase was made, and if the product did its job, some level of loyalty followed. In a digitally networked world, the narrative is not as simple. In 2012, Google and Shopper....

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