Today’s buyers don’t take a straight path to a decision—they loop back, compare, and change their minds along the way.

In the digital age, consumers are more informed and more selective than ever. Unlike the traditional buying process, where they move from “awareness” to “interest” to “decision,” today’s buyers navigate the messy middle—a place where they’re constantly exploring options and evaluating brands. 

So, how are decisions made in this “messy middle”?

It’s all about two main behaviors: exploring and evaluating. First, people explore—meaning they research all the options that meet their needs, from brands they’ve heard of to new ones that pop up. Next, they evaluate by comparing each option, weighing pros and cons, and looking for details that could sway them one way or another.

This loop of exploring and evaluating happens repeatedly. Take a look at the image—it is an infinity loop. A buyer might research, narrow down their choices, then get swayed by a new ad or review, causing them to start the process over again. Programmatic advertising plays a key role in this cycle, as it can strategically place relevant ads at the right moments to capture attention and influence the decision-making process. There is no longer a set number of iterations before a decision is made. 

How You Win:

Brands that succeed in the messy middle are the ones that understand these loops and adapt to them. Rather than just aiming to “push” a customer through a funnel, it’s essential to be present and relevant while they explore and evaluate. At MarketStorm, our strategies are built to meet consumers wherever they are in this journey, helping brands stay visible and relevant as consumers navigate the messy middle.