McKinsey’s customer decision journey has long been a great simplifier of the consumer path-to-purchase (P2P), allowing marketers to set parameters around objectives for each perceived stage and outcome. However, in response to the exponential rise of new innovative and ground-breaking technologies – from the evolution of the iPhone to the proliferation of IoT – the P2P journey has had to adapt and evolve at a rapid pace and is no longer as predictable as it once might have seemed. This is set to continue further as the roll-out of 5G picks up pace and consumer expectations of experience shifts...
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