For CMO Professionals

Fragmented Path-To-Purchase Demands Everywhere Marketing

    Why Read This Report

    The traditional marketing funnel has been done in by consumer behaviors that are anything but linear. Instead, in each phase of Forrester's customer life cycle — discover, explore, buy, and engage — consumers exhibit different motivations and engagement with channels, devices, and other touchpoints. This report will help B2C CMOs make sense of the fragmented landscape of consumer decision-making and buying behaviors to help form a better strategy for customer life-cycle marketing.
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    TABLE OF CONTENTS

    • Today's Consumer Journey Is A Complex Web Of Engagement
    • Consumer Behavior Is Unique In Each Phase Of The Life Cycle
    • WHAT IT MEANS

      CMOs, Consumers Are Changing Right Before Your Eyes
    • Supplemental Material
    • Related Research Documents