Marketers know that today's consumer journey looks more like an unplanned adventure than a direct path.
Every consumer takes an individualized path to purchase, and is typically shopping for multiple items at once. The mix of channels and devices in use can be dizzying. The sources of information and influence are the most diverse they’ve ever been: social media, consumer content, editorial content, advertising, and much more. Shoppers are firmly in the driver’s seat.
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