The customer journey these days isn’t what it used to be. Gone are the days when you used to see an advertisement and come into the store to purchase a product. As of now, it is just the opposite. Nowadays, the footsteps between awareness and purchase are countless and diversified. They often connect, from an email to a Facebook ad to a website. They also use an Instagram feed to a YouTube tutorial, and on and on.
Thinking and analyzing for moment can help you learn how your buyers are coming across your brand today. So, multiple questions arise like– How and where do they learn about the latest products? Which is the source of medium they use to get in touch with you? Do they find figures and data about your products from other sources, such as other customers? At what point in time does a potential customer opt to make a purchase? Think about the communication your brand now has with its customers.
The internet and social media platforms have changed drastically in just a few short years. The rapid spread of mobile shopping now distorts every stage of the customer’s journey. Sellers today must have the capability to grab the attention of customers overloaded continuously with ads, content, and distractions.
When we talk about Marketing, it isn’t all about sales. It is merely a way of helping customers and businesses build a mutually healthy relationship with each other. We must focus on the customer by delivering exceptional experiences, which should be the goal of every department running the business. We must build a marketing strategy into our company in such a way so that every department apprehends its role to play in the customer journey.
Data and analytics also can help you to build better marketing campaigns. If you want to gain success in marketing, then you must first clearly understand the need of your customers. So, If someone thinks marketing is all about persuading people about how good your products or business are, then you’re surely on the wrong path. The only individual who is responsible for the customer journey is the customer him/her-self. It is just because the customer knows more to decide how, when, and where to interact with brands in their own sweet time.
The Customer journey
The main aim of marketing is to draw the customer decisions at the moments that matter on the journey from becoming aware of a product to purchasing it.
The most crucial point to remember is that we have moved from a limited journey, where the customer progresses from one step to the next. According to the researchers, the new customer journey comes with four distinct phases:
- Active evaluation
- Initial consideration
- The exact moment of purchase
- Post-purchase experience
Customer experience has become the topmost priority for businesses, and in the coming future, it will be no different. But, a question arises why do so many companies focus on the customer experience? These days Customer loyalty is not based on price or product. Customers stay loyal to companies due to the knowledge they come across. If you can’t live up to their increasing demands, your customers will go away.
Therefore, procedures and technologies need to change so that they can provide a steady experience across all platforms.
A digital environment must be created where customers can collect data as needed from the websites or mobile apps. For that purpose, you need to consider a mixture of both marketing and customer service situations where customers can find accurate information when they require it.
Use of Analytics
Take full utilization of Analytics so that you can determine the True ROI and Business Value of Marketing. Once you’ve taken the difficulty of assembling, formatting, and collecting data in a single central depository, the following step is to examine it. It will enable you to measure the ROI of your marketing efforts. Also, it gives priceless shrewdness to help enhance the effectiveness of your marketing campaigns. By doing this, it will add value to the business.
With the growth of the digital customer journey, almost every brand must keep one thing in mind about how it will affect a customer’s experience in every aspect. In this way, it will beneficially strengthen brand position in the marketplace. In order to succeed globally where there is so much rise in connectivity, brands must start taking a comprehensive approach to understand how sales, marketing, and service together affect the customer’s experience. As always, if you ever find yourself confused and needing help with establishing your marketing plan feel free to reach out to us – we’re more than happy to assist.