The consumer path to purchase is no longer linear. Customers experience your brand in a multitude of ways. The right content at the right time can make the difference between a customer choosing your brand over another brand. This infographic showcases how content is experienced in micro-moments along the consumer’s path to purchase and how content can ultimately influence purchase behavior. Take a look and you’ll see just how mission-critical content is to your brand’s impact.

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On brand and on time
Pure for sure
H2O
Social ads
Word of
mouth
Weather
please
How does your brand show up in
the lives of your customers?
Print ads
TV ads
In-app
purchase
Home
delivery
BUY
Stock up
on water
Storm this
weekend
Conversational AI
Digital
ads
Purified
Water
29.54
7.346
So many choices
for the consumer.
So many channels
to consider.
So much content
being produced.
So little consideration
for your brand.
With all these variables,
what’s a brand manager to do?
What other factors impact the buying decision
when picking a brand of water?
Where it
comes from
Trusted
Brand
Physical
composition
Convenience
Visual cues before and at time of purchase spark memory and impact buying behavior.
Deploying visual cues throughout the buyer journey - from I want to I am buying water -
requires agile deployment of digital assets.
200
120+
brands of water
sold globally!
Marketing channels!
People buy what they know
Compared to roughly 16 brands
in the 1970s
Beverage companies that utilize multi-channel
marketing are drowning in assets and derivatives.
Recognized objects get chosen over unrecognized -
no surprise - it’s documented human behavior.
When being in the
mind’s eye sells more
Taking over the mind's eye requires carefully crafted
digital content that consistently presents your brand
to the buyer.