End-users today connect with brands in fundamentally new ways, often through media channels beyond manufacturers’ and retailers’ control. That means traditional marketing strategies must be redesigned to account with how brand relationships have changed.

Once, even a B2B shopper would systematically winnow his brand choices to arrive at a final selection and complete his engagement by making a purchase. Now relying heavily on digital interactions, he evaluates a shifting array of options and remains engaged with the brand through social media after purchase.

Smart companies will study this “buyer decision journey” for their products and use insights they gain to revise strategy, channel and organizational roles.