Trends Report

Evolve Your Marketing Strategy To Outpace Consumers' Behavior

Better Understand Customer Decision Making

March 2nd, 2015
Sarah Sikowitz, null
Sarah Sikowitz
Cory Munchbach, null
Cory Munchbach
With contributors:
Srividya Sridharan , Alexandra Hayes , Elizabeth Perez , David Cooperstein

Summary

The traditional marketing funnel has been done in by consumers' behaviors that are anything but linear. Instead, in each phase of Forrester's customer life cycle — discover, explore, buy, use, ask, and engage — consumers exhibit different motivations and engagement with channels, devices, and other touchpoints. This report will help business-to-consumer (B2C) CMOs make sense of the fragmented landscape of consumers' decision-making and buying behaviors to help form a better strategy for customer life-cycle marketing. This is an update to a previously published report; Forrester thoroughly reviewed and revised it to factor in new consumer data and insights.

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