Finding the purchase moments that matter

Nigel Hollis

This article looks at how marketers can better understand the, sometimes circuitous, routes taken by consumers in the decision journeys, and map them as networks to identify key intersections.
It's highly likely that Facebook will become the go-to platform for many of our purchases, as it seeks to take as big a share of ecommerce as it does of social interaction and information. Facebook's new plans to integrate calls to action into its mobile pages mean that potential customers will no longer be redirected to a separate website; now they will be able to schedule, order or buy without leaving the company's page.

Reducing the friction involved in making a purchase is always good for the consumer but the increasing number of new touchpoints – such as Facebook...

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