McKinsey’s Consumer Decision Journey is different to the traditional purchase funnel. It recommends a loop model instead of the usual straight-line approach from awareness, purchase, and loyalty. The Consumer Decision Journey evaluates how consumers make purchasing decisions (basically reflects the customer buying process ) and suggest ways in which marketers can influence these decisions. This is one of the most widely referenced digital marketing models.
Academic Questions
Question: As a Marketing Trainer, can you explain McKinsey’s Consumer Decision Journey with the help of an example to the new joiners of your organization?
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