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For CMO Professionals

Evolve Your Marketing Strategy To Outpace Consumers' Behavior

March 2, 2015

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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
  • WHAT IT MEANS

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

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