Today’s customers walk their own path to purchase. They make decisions on the fly, informed and empowered at speed by multiple touchpoints. They expect unprecedented convenience. They follow complex avenues of thought. Marketing to them means understanding the nuances of the new consumer journey, then building a connected pathway to match it, every step of the way. As a challenge, that can be daunting. The Google Digital Academy create transformational education programmes, and in doing so we’ve had a rare opportunity to see what works, what doesn’t, and what all campaigns have in common. To help you hone your latest campaign, here’s what we’ve learned: 5 key rules for building consumer journeys in a connected world.