I feel fortunate to have immersed myself in the amazing changes in digital marketing and technology over the last 15 years. Looking back, we've seen a phenomenal growth in the importance of organic, then paid search, then social media and more recently, incredible worldwide growth in mobile. As a digital marketer, my focus is helping my clients answer crucial customer-related questions through digital research, data, strategies and executed campaigns. Ultimately, the story behind a customer’s journey.
By developing and educating my client about their own “Customer’s Journey”, we can explore how demographics, behavior, habits and experiences are emerging as the driving forces that will make or break marketing success.
The empowerment of customers today.
Due to abundance of information available to consumers through in an increasingly connected world has only fuel their demands to be treated as an individual; for their digital experiences and communications to be personalized and highly-relevant, and catered to match their specific needs, interests, and preferences. And while customer expectations are increasingly reaching all-time highs, their patience and tolerance for sub-par experiences are at all-time lows. As a customer, if you don’t give me the quality experience I expect; exactly what I want, how, when and where I want to experience it, I’ll simply get it from someone else who will.
And when customers do have negative experiences, they are often quick to share their complaints with their social networks and review sites. In a moment’s notice, a single bad experience and a single tweet can cause some really serious damage to a brand.
The maturity and sophistication of online marketing has led to digital marketers commanding a place at the table.
But while customers are now more empowered than ever, with the right data, technology, skills and customer journey knowledge in possession, so are digital marketers.
With the shift of the customer journey online, the quality of experiences customers receives while engaging with a brand digitally can determine whether or not they ever even make it to the point of a sales conversation. Thus, the fate of a customer’s future relationship with a company is now largely placed in the hands of digital marketers, and their effectiveness in influencing the customer journey towards a positive outcome.
With this, marketers suddenly find ourselves in an equally strong position to end up the hero or goat, which can just as easily go either way, depending on our own performance. Successful enough, we will generate more qualified leads and see more loyal customers come out the bottom. Unsuccessful enough, and the company could close its doors.
By aligning digital marketing with the customer journey, you are able to eliminate waste and maximize your return on investment.
The better marketers can understand the different questions, barriers, and problems customers encounter at each different stage of the customer life-cycle, the more effective they can be in delivering the right experiences, to the right customers at the right times, to maximize engagement and conversion rates for every digital interaction.
Those businesses that fail to align with their customers digitally are at a distinct disadvantage.
What is a Digital Marketing Journey?
A digital marketing journey consists of 5 strategic steps i.e. Being Found, Attracting, Engaging, Retargeting and Converting.
The Bottom Line.
Effective digital marketing is about utilizing several different online platforms and media to deliver a message at a key point in the customer’s journey. The challenge is no longer how much content should be created for a marketing campaign, but instead how and when it should be distributed, delivered and served to the target customer.
Serving up the right type of content at a pivotal point in the customer’s journey provides an opportunity to engage customers and move them forward to conversion.
Marketers who can identify exactly what stage customers are in and that have the valuable data needed to develop and manipulate content best will aid in helping your business win in #TodaysDigitalMarketingWorld
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