The consumer decision journey. If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.” Marketing has always sought those moments, or touch points, when consumers are open to influence.
Interactive Exhibit 1 In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase. Enlarge We developed this approach by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Exhibit 2 Exhibit 3. Www.cisco.com/web/about/ac79/docs/pov/FutureofRetailTouchpoints_FINAL.pdf. The Best Way to Map the Customer Journey: Take a Walk in Their Shoes | SurveyMonkey Blog. How do you know what your really customers want? Sales, quality products and services, good customer service–sure. But what happens when you think you’re offering your customers the moon (and more) but they still shop with your competitors? The best way to figure out what you’re lacking is to go through a transformation (or makeover if you’re so inclined).
Ready? Grab a pen and paper (or gadget of your choice), close your eyes, and step out of your business briefs and into the customer’s shoes to get into the customer mindset. You’re going on a journey. A customer journey, that is. What is the customer journey? Think of the customer journey as a roadmap detailing how a customer becomes aware of your brand, their interactions with your brand–and beyond. The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand.
Phew. Getting to know the customer journey is about nurturing the customer experience A customer journey example. Branding Strategy As Your Secret Marketing Weapon. Image source Marketing without branding is like fishing without a hook. You’ll be distributing your message, sure. You may see results in the forms of sales closed and new customers. But is there even anything behind the words? As expert James Heaton eloquently puts it, your marketing is a method of pushing your message out, while your branding is the pull that attracts customers. While a marketing campaign may convert a prospect into a buyer, your brand is what retains their business for life. In an ideal scenario, it’s so much more than pure messaging. In an ideal world, a solid brand should precede your marketing.
Branding is About Experience Humans aren’t spurred to purchase because of a really catchy slogan. Related Resources from B2C» Free Webcast: The Success of Visual Brands: How to Measure the Value of Instagram Expert Steve Manning believes that a brand can be the difference between a commodity and an experience. Brand Positioning Matters Image source 1. 2. 3. 4. SETTER | 4 Examples of Brand Strategy Driving Organizational Success. Social media, SEO, and mobile dominate today’s marketing discussion, with good reason. New media technologies require new thinking to capitalize on them. But, like radio and TV before them, new media are merely enablers, not solutions. The single greatest determinant of marketing success is, and has always been, brand strategy. Which customer niche should we target?
Who are the key competitors we need to differentiate ourselves from? How can we effectively position ourselves as something better? If you don’t get the answers to these types of questions right, communications are powerless, and the media channel irrelevant. This post shares stories of organizations I’ve worked with over the course of my career who have developed bold brand strategies to distinguish themselves, gain competitive advantage, and drive sustained growth. By the early 2000’s, Whole Foods had pretty much maxed out market share in the “organic and natural” customer segment, but were pursuing growth. Adel Mohamed - لـلـنـاس الـلـي بتـسأل إيه اللي المفروض...