Guiding the Customer Journey

Today the customer journey — the ways in which the customer engages with a company or organization from first awareness through purchase and referral — is more complex and unpredictable than ever. It is by no means a straight and narrow path, but more of a long and winding road.

With the current state of marketing technology, we have the tools to know our customers better than we ever have — even better than we think we do now — but we have yet to realize the potential these solutions provide us. To promote customer engagement, we need to move away from traditional marketing campaign mentality. Instead, we must actually participate in the customer journey and recognize our digital visitors’ interests, needs, characteristics and emotions in order to win their hearts and minds with contextual experiences and useful content.  

In this white paper, you’ll learn to:

• Negotiate off-ramps and detours that make up the customer’s decision journey
• Get more sophisticated at mapping the journey
• Be a guide along the journey from the first click or swipe