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For CMO Professionals

Evolve Your Marketing Strategy To Outpace Consumers' Behavior

Better Understand Customer Decision Making

March 2, 2015


  • By Sarah Sikowitz,
  • Cory Munchbach
  • with Srividya Sridharan,
  • David M. Cooperstein,
  • Alexandra Hayes,
  • Elizabeth Perez

Why Read This Report

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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Table of Contents

  • Today's Consumer Purchase Path Is A Complex Web Of Engagement
  • Consumers' Behavior Is Unique In Each Phase Of The Life Cycle

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