""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.'""
""I discover new products everywhere," Bryant said, speaking as a consumer herself. "It could be TikTok, it could be late-night scrolling on Instagram, it could be a recommendation from a friend or something I'm seeing someone else doing, eating or wearing. I'm always very curious, and I want to know what it is that they have, how they got it or what other people think about it. So, I spend a lot of time searching online before I set foot in a store.""
""exactly what MiQ Sigma was designed to interpret, bringing order to the chaos of signals from search, social, retail media and CTV.""
The customer journey has shifted from a linear ad-to-store model to a fluid, non-linear path across discovery, research, and purchase touchpoints. Consumers discover products across social apps, recommendations, and late-night scrolling, often researching extensively online before visiting stores. Marketers must adopt always-on, omnichannel strategies that treat channels and devices as interconnected rather than siloed. AI-powered ad technology like MiQ Sigma can unify fragmented media signals from search, social, retail media, and CTV to interpret consumer intent and enable better personalization, discovery optimization, and loyalty-building across the modern path to purchase.
Read at Digiday
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