David Edelman – global leader in digital marketing and sales at McKinsey & Company – redefines the consumer decision journey. The traditional model describes several stages that are taking place when a consumer is deciding to buy and experiencing a particular brand. Edelman argues that brands today can actively shape the decision journeys of buyers. Technology in digital marketing allows companies to design and continuously optimize decision journeys in order to accelerate several steps in the process. Putting more focus on steps like Experience, Advocate and Bond. In that way, companies should be able to use journeys to increase brand equity and value to the customer.

> Read more in the McKinsey & Company publication

> Read more in the full article on Harvard Business Review