When the Path to Purchase Becomes the Path to Purpose: Three New Opportunities for Brand Advertisers
July 23, 2014
Today’s consumers are spoiled for choice. With new technologies delivering more media on more devices than ever before, their options for content are limitless. Faced with this surplus, consumers are choosing to engage only with content that is personally relevant to them, their purpose and their passions. This new consumer mind-set has implications for their purchasing behavior - consumers shop with the same purpose that they consume content. To understand how to engage them on their "path to purpose," Ogilvy, TNS and Google surveyed recent purchasers of auto vehicles, beauty products and smartphones. The results uncovered three new opportunities for brand advertisers.
(Please see our "Also See" section to the right to download this report.)
“When the Path to Purchase Becomes the Path to Purpose: Three New Opportunities for Brand Advertisers.” Google Inc., 2014.
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