The traditional demand funnel – that describes a linear and generally predictable customer path to buying – has lost its relevance. It’s too slow, too static and too generic to be used as the foundation for marketing, sales and service strategies.
Now, while buyers still go through the same stages of awareness, consideration, evaluation, purchase and use, they no longer enter a channel but, instead, are continuously in the channel.
Nonstop customers today are frequently re-evaluating their decisions, and the alternatives. As a result, evaluation—not purchase—is now the focal point.
The consumer journey is now:
– More accessible
– Continuous – always on
These three dimensions are the new drivers of differentiation. The new rule of thumb is that, to be differentiated, a company must embrace these new dynamics of the nonstop customer.
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