Thursday, September 17, 2009

daydream believer

Riddle me this...
In reference to another nugget from the McKinsey 'consumer decision journey' report mentioned a couple of posts ago..

'Our research found that two-thirds of the touch points during the active-evaluation phase involve consumer-driven marketing activities, such as Internet reviews and word-of-mouth recommendations from friends and family, as well as in-store interactions and recollections of past experiences.'

Surely then, proportionately two thirds of marketing budget would be best applied trying to add value and tip sales at those touch points?

If i can dream....

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