#ThenAndNow #TAN : Funnel Metaphor vs. Consumer Decision Journey (CDJ)
There is a big misconnect between #HowConsumersShop and where the #MarketingBudget is spent by the brands. It is very evident that #marketers are not adapting well to that of #shoppers’ changing preferences and motivational factors to buy stuff.
Consider this insight from the #HBR, “..Up to 90% of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy.”