Build purchase momentum
Damian Thompson and Melanie VarleyMEC
Insight into the psychology of choice throughout the buying process shows marketers must connect behaviour with decision-making stages to find the best communications strategy
Understanding the purchase journey is always a hot topic for marketers. In the perpetual struggle to gain advantage and drive brand growth, we always want a better picture of how and why people choose one product over another, what it is that really keeps customers moving towards purchase, and how we can use brand behaviour and communication to keep them on track.
In recent years, much effort...