Why Marketer-Defined Customer Journeys are No Longer Adequate

I shared my thoughts on PerformanceIN last week on why marketer-defined customer journeys are no longer adequate in the new world of perpetually connected customers.

“..with the rise of the perpetually connected customer, consumer brands are quickly finding that marketer-defined customer journeys are no longer adequate to describe the different ways that customers interact with content or search for products. In this increasingly complex environment, marketers must change the way they conceptualize a consumer’s path to purchase, and adopt a new paradigm — real-time context is king.”