The decision journey of modern omni connected consumers has changed radically over the last ten years. The rapid development of technology affects the formation of new points of consumer contact with a brand that are crucial for the consumer decision journey. Therefore, brands have strongly focused on understanding what drives consumer decisions and what affects their purchase journey.
Day and night, plus and minus, yin and yang – they all have something in common: one element cannot exist without the other. We know such an example also in the digital ecosystem. These are pushing and pulling forces by which we are trying to influence the behaviour of digital media users. Of course, the strategies differ because of the endlessness of push/pull opportunities.