We've all been there - seen that item that we really want to buy or that trip that we really want to book, but at that crucial decision moment we haven't clicked 'checkout'. Instead, we 'shop around', or in simple terms dither about for a while, researching ways to find what we want at a cheaper price or seeking third party clarification that we are making the right decision to make the purchase. 

Whatever happened to seeing what we wanted, putting it in the basket and paying for it? The answer is digital; ecommerce and the rise in the use of mobile. The digital landscape has redefined the path to purchase, blurring the lines and, often, elongating the decision-making process so that it is now much harder for marketers to find the sweet-spot for when audiences are most open for persuasion. 

It is now more important that ever to take a deeper look at audiences, their motivations and the touch points that they respond to. No two consumers are the same but certain groups and audience brackets have the propensity to respond to different media in different ways. And help is at hand! There are plenty of tools and knowledge banks available for marketers to take advantage of to create an impactful campaign. 

As well as the Adobe Digital Index information and Invoca Call Intelligence Index included in this article, the latest Ofcom Communications Market Report analyses the UK comms sector to identify which audience brackets are using which media, and their behaviour whilst doing so - it really is a vital tool for anyone planning a communications campaign. It's a hefty document though, so look out for our handy infographic coming soon on our website if you don't want to wade through all 260 pages. 

The traditional customer journey has changed, and it is likely that it will continue to evolve as consumers become even more digitally minded, but for now we must keep up with the pace in order to ensure that our marketing and communications campaigns continue to create an impact and make a real difference to business bottom lines.