Understanding consumers’ end-to-end buyer journey in challenged economy
By Felicia Nwosu
In today’s tough economic climate, brands and marketers face increasing pressure to understand the complete buyer journey, yet many are struggling.
Research by Invoca shows that only 28% of marketers feel confident in tracking consumers from awareness to purchase, this further showed that, while 90% of business leaders acknowledge the need for seamless collaboration, just 10% believe they have achieved it, leaving brands with critical data gaps at a time when precision is key.
According to experts, the challenge lies in fragmented data and a lack of cross-functional alignment, such as the issues that create blind spots in decision-making.
For marketers, this disconnect means missed opportunities, inefficient spending, and an inability to measure real-time conversions effectively.
As consumer behavior shifts rapidly, the ability to track and respond to engagement across multiple touchpoints has become essential for staying competitive.
To navigate these complexities, businesses must invest in integrated data systems and AI-driven analytics to gain a clearer picture of consumer interactions.
These industry thought leaders affirmed that understanding the end-to-end buyer journey is no longer a luxury but a necessity for brands determined to thrive in challenging economic conditions.
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