The sources of 0 change rapidly. New
review sites and game-changing technologies can suddenly appear. For instance,
consumers who use smartphone apps such
as ShopSavvy to compare prices can minimize the weight of M on their decisions
even on Black Friday. The idea that a new
website or app can undercut years of careful messaging may be deeply frustrating to
marketers—but it is a reality they must face.
As the influence mix evolves, success will
come to companies that can closely track
the sources of information their customers
turn to and find the combination of marketing channels and tools best suited to the
ways those consumers decide. V