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Mapping the Complicated Path to Purchase
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Re: Brilliant!
  • 10/31/2012 10:27:43 PM
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I love the infographic too! It might confuse a newbie but for those of us who are doing some real mapping, it pays to be thorough.

You're right about those obstacles. Having the map will allow the company to see those in advance.

Different customers...around the world
  • 10/31/2012 7:06:31 PM
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"this is the age of the customer" 

Multinational corporations face many challenges when trying to deliver consistent customer services worldwide. Customer experience doesn't mean the same everywhere and companies constantly have to adapt to different cultures around the world whether they deliver their services online or on premises.

Re: Brilliant!
  • 10/31/2012 10:29:29 AM
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I like the infographic, so true of the winding road to purchase. And remeber also the obstacles that exist in the road to purchase that sabotage the marketers own effort. There's a local TV marketing channel which a few times has marketed something so well that i called the numbers on the screen as the call to ation said. Those numbers were picked up at their distribution offices and they did not have the product in stock! at that very moment.

Brilliant!
  • 10/31/2012 2:39:57 AM
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This is one of those few articles that I don't hesitate to share. I'm a marketer and I think path to purchase is something that's so undervalued in my industry, when it's oh-so-important! Path to purchase will give you consumer behavior, the ideal messages, and communication channels all at the same time. Yes, mapping is a complex activity, but well worth it in my opinion.

The path to success.
  • 10/30/2012 8:00:36 PM
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The path to purchase is very important to understand. If a company can learn where a customer is coming before they come to their landing page, where they are lingering and where they exit their sites, they can tweak their pages to improve sales.   Discovering how and where consumers are researching shines a lot of light on what the customer is thinking, the holy grail of marketing. 



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