The new consumer journey, according to the CMO of Assembly

Ask a dozen marketers, and some will say the customer journey has, in turn, collapsed, condensed, lengthened, looped, died and been born anew. What’s not up for debate is that it has fundamentally changed. That’s what Global CMO of Assembly Bria Bryant helped unpack when we met for a morning of shopping and shop talk. 

“If we look at the way consumer purchase behavior was back in the day, it was: You see an ad, you go to the store, you make a purchase,” said Bryant. “Now, it’s not as linear, and marketers really need to think about things more fluidly. Consumers also aren’t waking up in the morning and thinking, ‘today I’m [exclusively] a digital shopper.’” 

To go even deeper, we also consulted with Georgie Haig, global strategy and partnerships director at MiQ, to explore AI’s role in these new dynamics across discovery, personalization and loyalty — as well as how MiQ Sigma (an AI-powered advertising technology built to unify the fragmented media ecosystem and unlock better marketing outcomes) is helping marketers navigate this new, non-linear path to purchase. 

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