Looking for a Happy Medium

A new survey lends credence to how communicators can boost their value in a digital age: Create content tailored to the various stages of the purchasing process. Rinse and repeat.
▶ It’s Not Physical. It’s Not Digital. It’s Both. Despite the tremendous growth in digital media and marketing, consumers still prefer a combination of digital and physical elements when it comes to the purchasing process. According to a recent survey by management consulting company A.T. Kearney, 55% of consumers prefer to use both brick-and-mortar stores and online venues througout the entire buyer journey. The study, which asked more than 2,500 U.S. shoppers about their shopping preferences, said that among the 30 possible multichannel journeys, the most common is one in which online is used solely for initial product discovery and the store is preferred for trial, purchase, pickup and returns.

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