New research from Google shows how intent is redefining the marketing funnel.1 People are narrowing and broadening their consideration set in unique and unpredictable moments. We’re finding this behavior in all shopper types, particularly the deal seeker. For a closer look, we traced the paths to purchase of three deal seekers around Black Friday. We found that each of their journeys takes a unique shape, not resembling each other or a funnel at all.
Inside the purchase journey of 3 deal-seeking shoppers
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1 Google/Ipsos, Omnichannel Holiday Study, U.S., Holiday Shoppers 18+ n=1092 Deal Seekers, Nov. 2017—Jan. 2018.