Path to purchase research

The path to purchase is shorthand used by marketers to describe the customer journey or different touchpoints across the customer lifecycle. These touchpoints may include paid, owned and earned digital media.

The research from GlobalWebIndex in their social media trends 2020 report shows how social media inform purchase decisions on the path to purchase. It shows that younger age groups are particularly keen on researching products online via social networks. Both organic and paid posts from businesses can help support this process.

Other definitions explain different marketing models and frameworks such as a customer journey map used to understand the path-to-purchase. Attribution in digital marketing gives an analytical research technique to assess the influence of different channels


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Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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