As marketers, we’ve traditionally framed the customer journey within a funnel, which proposes that the way our audiences work their way toward a decision is both within our control and linear. Unfortunately, our audiences have a multitude of options and their paths are far from linear.

In this sense, both marketers and consumer are trading in the same resources: clarity and relevance. Consumers are seeking them and marketers should be supplying them.  Clarity and relevance are the reasons why we use multi-channel marketing — to supply audiences with a clear, consistent experience that’s personalized to their preferences.

And that experience builds trust with buyers, regardless of the stage in which they encounter our brand.

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