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The Customer Decision Journey has four key battlegrounds:
Brands enter and exit the consideration set at any point up to purchase
The customer considers an initial set of brands
Ultimately, the customer selects a brand
Customer repurchases current brand without shopping for others
This is the McKinsey CDJ, on which Google placed its ZMOT.
Word of Mouth is by far the most trusted and acted upon of all communications formats.
Word of Mouth, off line from person to person and online as is by far the most trusted and acted upon of all communications formats. It is critical for success - it is the only medium you cannot miss out on.
It is critical for success. If you treat it as a medium, it is the only medium you cannot miss out on. Nothing beats an authentic recommendation from a friend or a family member. Either offline, face to face or online, as a post or customer review. It is this customer to customer communication, authentic user generated content and true reviews & recommendations that we activate and amplify with C.Journeys.
Source: Nielsen global trust in advertising report, Europe 2015
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