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If everything is digital, where do we focus? Where is the key to doing business within the new market? It’s all about the Customer Journey. The process involving shopping decisions is the key to understanding how to influence it.
If a user buys a watch via web, it’s mistakenly called e-commerce. Because if we watch the shopping process, we’ll see it’s a hybrid one: he saw a TV spot, a street ad, read his friends opinions on social media and then used the office laptop to buy it.
Looking only at the last click is a big mistake nowadays. Understanding the entire Customer Journey is the complete thing to do.
Airtouch New Media's CEO, Armando Avila was featured among the speakers of 2015's eSHOW in Madrid on this subject.
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