Marketing influence attention relevance trust at customer touch points
Description
This outlines the Boston Consulting Group's (BCG) perspective on modern consumer purchasing, arguing that the traditional linear marketing funnel is outdated due to the complexity of consumer behavior across digital platforms like streaming and scrolling.
BCG proposes a new framework centered on three essential forces that drive accidental or unexpected purchases: Attention, Relevance, and Trust. Attention is the ability to stop a consumer’s indiscriminate scrolling, while relevance is the feeling that information pertains directly to the consumer’s personal needs and context. Finally, trust provides the crucial final push for a purchase, often stemming from reliable sources like friends or trusted creators, and these three elements must work in tandem to influence buying decisions.
It emphasizes that marketers must shift focus from maximizing simple impressions to designing deep, high-quality impacts on target customers, often utilizing AI to tailor approaches within specific consumer communities.
United States
