The pathway to purchase

Stephan Bruneau

The multiplication of choice in the media as well as in brands has put the consumer in control. Marketing is no longer just a 'mass' affair, but increasingly 'one-to-one'.

The pathway to purchase

Stephan Bruneau Global Director, MECMediaLab

The multiplication of choice in the media as well as in brands has now put the consumer in control. Marketing is no longer just a 'mass' affair, but increasingly 'one-to-one'. Each consumer is unique. So, when planning communications for brands, we need to take a more personal, consumer-centric view. We need to understand not only what is happening, but why.

To meet this need MEC has developed Bottleneck™, a new research-based solution designed to identify barriers - or bottlenecks - in the consumer's purchase pathway and then organise communications...

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