Marketers and advertisers are in the business of influencing. The hope of each campaign is to convey a message that is so relevant, timely, and/or resonating that it will influence a potential consumer to act. Sometimes, before they even need it. However, a key component to influencing a consumer is in the consumer experience. The advertisement or concept could be brilliant, but if there are multiple road blocks at any point during the consumer journey, the effects are null.