Build purchase momentum

Damian Thompson and Melanie Varley

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 has been put into finding new ways of describing the process buyers go through and the role technology plays in decision-making. There has also been growing recognition that the journey does not start and stop, but is a continuous cycle that we never leave, as we move towards our next purchase.