The customer journey has grown more complex. Before making an
online purchase decision, a customer may engage with your brand through many
different media channels over several days.
However, for all the focus on "social", it is interesting to note that "email" as a marketing channel plays a more effective role in "assisting" the customers in their purchase. Assisting channels build awareness, consideration, and intent earlier in the customer journey or “purchase funnel.”
The chart below looks at CPG (FMCG) buying behavior.
The info above is part of Think Insights of Google.
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