Understanding the voices that influence customer journeys

The customer journey rarely follows a straight line. Consumers traverse multiple touchpoints across a variety of sources, channels and media types along their path to purchase. For example, a consumer might hear about a brand in an article on Elle.com, then see a makeup tutorial from Camila Coelho or gain fashion inspiration influencer by influencer marketing, like a sponsored Chiara Ferragni post. The journey continues as she follows the brand’s own social media accounts and then eventually purchases that new lip gloss, pair of shoes or sweater that caught her eye. Read more…