impact.com&Emarketer：2024现代消费者旅程：全渠道触达、决策路径与购买行为模式解析报告（英文版）（17页）.pdf

1、The modern customer journey:Understanding multichannel discovery,research,and purchase patternsResearch reportI N PA R T N E R S H I P W I T HThe modern customer journey:Understanding multichannel discovery,research,and purchase patternsThe path from product discovery to purchase has transformed dra

2、matically.While marketers once mapped linear funnels,todays consumer journey resembles an intricate web of touchpoints spanning digital and physical channels,publisher sites,social platforms,and in-person interactions.This complexity presents both a challenge and an opportunity for brands and retail

3、ers.To better understand these journeys and uncover what makes people decide to buy,EMARKETER and surveyed more than 1,000 US adults.This report explores what drives customers to buy and how they arrive at those decisions,revealing several strategic takeaways.Key business implications:The discovery-

4、to-purchase gap.Our research shows that while 69.3%of consumers discover new products weekly,converting these discoveries to sales requires navigating an increasingly complex path.The critical finding is that consumers typically engage with a brand at least three times across different channels befo

5、re making a purchase decision.For marketers,this multitouch reality requires sophisticated cross-channel strategies.The attribution challenge.With more than 80%of retail dollars still spent in-store,but a lot of research happening online,traditional attribution models are failing to capture the full

6、 customer journey.This disconnect is costing brands valuable insights and potentially misaligning marketing investments.The research reveals that 22.8%of customers research products five or more times before buying,making accurate attribution even more crucial.The channel effectiveness paradox.While