August 31, 2018

A Practical Guide to Understanding Consumer Journeys

“Customer Journey” is a term frequently used by marketing folk, but what does it really mean?

Essentially, the customer journey is every interaction a customer has in the run-up to purchasing your brand (or perhaps a competitor’s).

Why do customer journeys matter? Because if you don’t know what drives customers to make purchases, how can you fine-tune your brand experience and marketing messages? Also, if you don’t know where they start when researching a purchase, how can you be among the first to reach them>

Basically, if you don’t understand customer journeys, you’re planning in the dark.

You shouldn’t be relying on guesswork when selecting marketing and sales channels or allocating media and advertising spend – these decisions should be based on hard data.