"Today’s consumers are exposed to an expanding, fragmented array of marketing touch points across media and sales channels. Imagine that while viewing a TV spot for a Toyota Camry, a consumer uses her mobile device to Google “sedans.” Up pops a paid search link for Camry, as well as car reviews. She clicks through to Car and Driver’s website to read some reviews, and while perusing, she notices a display ad from a local dealership but doesn’t click on it. One review contains a link to YouTube videos people have made about their Camrys. On YouTube she also watches Toyota’s clever “Camry Reinvented” Super Bowl ad from eight months earlier. During her commute to work that week she sees a Toyota billboard she hadn’t noticed before and then receives a direct-mail piece from the company offering a time-limited deal. She visits local dealerships’ websites, including those promoted on Car and Driver and in the direct-mail piece, and at last heads to a dealer, where she test-drives the car and buys it.
Toyota’s chief marketing officer should ask two questions: How did this combination of ad exposures interact to influence this consumer? Is Toyota investing the right amounts at the right points in the customer-decision journey to spark her to action?"