The series started with awareness and engagement, moved
into payment processing and fulfillment, and finished with
post-purchase engagement and brand advocacy.
Charting the consumer journey is often unpredictable,
and performance marketers have to plan for unexpected
interactions, interruptions, and outside influences every step
of the way. It requires the creative foresight to connect with
consumers in unique and memorable ways while simultaneously digging into data analytics with the best of business
Attribution is often one of the biggest challenges. Where
did the sale come from? What influenced the purchase?
and a big assist from digital
technology are shaping
up new strategies and
performance goals for 2018.
This time a year ago, Response introduced the first of a four-part feature outlining the consumer journey. The series, which was complemented by panel discussions at Response Expo in April 2017, dissected
each of the marketing phases with advice from
top decision makers running some of the most
successful brands and performance marketing