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The TrendER Insights’ consumer journey model shows us that the consumer journey is not as linear as we sometimes perceive it to be. It is also an indication that the role of each medium is not just limited to only one function but can be a multilayered approach, covering one or more of the consumer journey behaviours, from awareness state all the way to advocacy. TrendER Insights’ model is derived by three layers, namely: Destination, Activities and Mediums.
These are used to plot “the day in the life of the consumer” and they help you identify various touch points, ensuring that you maximise your communication message at each point. This is achieved by understanding the role and relevance of each consumer touch point, thereby ensuring that you are using not only the right, and also the most effective communication channels.
