The Path To Purchase Is Paved With Pure Emotion
I was on the train to New York recently, prepping for a big client meeting, when another passenger’s fitness tracker caught my eye. Moments later I was online reviewing the different options, and soon after my very own fitness tracker was headed to my mailbox in Boston.
There was nothing revolutionary about this scenario-nothing that we all don’t do on a regular basis. But in this single consumer moment, we can see the many challenges facing modern marketers: The path to purchase has been radically transformed. The storefront is now everywhere. The distractions are endless. The purchase funnel is nearly instantaneous.
More content, more branding, and more advertising is around us all the time. That makes it simply more difficult to break through the clutter, engage consumers, and sustain their attention. And with Millennials growing in purchasing power and mobile phones growing in processing power, retail will continue to change.
Read more: http://www.cmo.com/articles/2015/3/19/the-path-to-purchase-is-paved-with-pure-emotion.html