What marketing needs to understand about decision-making mindsets

Julia Ayling

This article examines how marketing must concentrate less on the brand in thinking about, and budgeting for, journey frameworks, and more about what shapes the varied decision-making behaviours of consumers.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

For an industry that is increasingly interested in the topic of personalisation, we seem to have a blind spot to its implications when it comes to consumer journey frameworks. Perhaps because they are so helpful from a marketing perspective, helping to organise budgets or track brand objectives, our industry models tend to be focused around approaches that put the category or brand at their heart. As a result, many frameworks rarely acknowledge that behaviour within these decisions may...

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