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消费者旅程研究报告(英文版).pdf
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消费者旅程研究报告(英文版).pdf
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CUSTOMER JOURNEY
RESEARCH REPORT
Navigating the Modern
Consumer Experience with
Infillion Insights
CUSTOMER JOURNEY
RESEARCH REPORT
Navigating the Modern
Consumer Experience with
Infillion Insights
![](https://csdnimg.cn/release/download_crawler_static/88709732/bg2.jpg)
Customer Journey Report
2
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Customer Journey Report
CONTENTS
Executive Summary
Evolving Marketing Models
Tasks, Touchpoints, and Triggers
Trends of Note
Deep Dive: Must-See TV
Infillion Actionable Insights
About Infillion and Phonic
![](https://csdnimg.cn/release/download_crawler_static/88709732/bg3.jpg)
Customer Journey Report
0504
INTRODUCTION
By all accounts, the impact of COVID-19 on the economy has lessened
considerably. As of August 2023, unemployment in the United States is down
to 3.6%, consumer spending reached an all-time high of $14 trillion, and
advertising grew a respectable 3.8%. Yet, even with life back to business
as usual, many marketers look around and see that consumer habits have
completely transformed and stand no chance of returning to what we once
considered normal.
Companies large and small are now rushing to keep up with the rapid
changes in consumer behavior. In a recent Accenture study of B2B and B2C
executives, 95% said, “Customers are changing faster than they can change
EXECUTIVE SUMMARY
Customer Journey Report
their businesses.” And a Digiday/Amazon report found, “Continued shifts in
consumer habits coupled with the ever-increasing array of digital channels will
require marketing teams to innovate and keep pace with their audiences.”
In order to best serve our customers and partners, Inllion set out to quantify
these shifts in consumer habits; specically, what the marketing funnel and
consumer journey actually look like today. Which touchpoints do customers
use at dierent stages? Do they have a preferred device for streaming TV,
doing product research, or checking emails? Are they still shopping in-store?
What channel or touchpoint has the most influence on their consideration and
purchase?
![](https://csdnimg.cn/release/download_crawler_static/88709732/bg4.jpg)
0706
As you journey through the following pages, you’ll discover the signicance of
device preferences, touchpoints, and multitasking habits that have become
integral to the modern consumer journey. We dive into the realms of evolving
marketing models, multitasking behaviors, and the growing influence of
community consumerism.
Armed with these valuable insights and trends, you can chart a course toward
success, making informed decisions to enhance your brand’s resonance with
your target audience.
We invite you to envision a future of innite possibilities.
• The old marketing funnel? It’s history! Consumer consideration (45%)
now reigns supreme over brand awareness (6%), and it’s time to
embrace an always-on approach that meets customers wherever they
roam—whether it’s online or oline.
• Consumers engage with 11 touchpoints before making a purchase, from
social media to streaming TV and everything in between.
• There are three major trends:
> The rise of savvy truth seekers who actively want real-world insights
to validate their purchase decisions
> The importance of community consumerism, advice, and
recommendations
> And the prevalence of multitasking behaviors while consuming content
Introducing the Inllion Customer Journey Research Report: An in-depth study
that unveils the dramatic shifts in consumer behavior and marketing dynamics
in the 21st century. Some of the key ndings include:
Customer Journey Report
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