Why Start with a Customer Journey Map?
Here is a great place to start as you build your 2020 Marketing Programs. A data-driven Customer Journey Map is critical to delivering truly unique and tailored customer experiences. Creating comprehensive, thoughtfully designed customer journey maps helps brands understand their customer’s shopping, buying, and engagement behaviors and the motivations that drive them.
It’s more important than ever for marketers to understand and respond to their customer’s journey at the 1:1 level. In fact, according to Forbesi, 37% of marketers are reporting increased sales since improving their audience understanding and personalization strategy. At the same time Merkleii reports that 44% of marketers have a “basic” level of target audience understanding and are not taking full advantage.
The most successful brands are regularly reporting incredible results by moving beyond a one-size-fits-all communication strategy to one that delivers the right message, at the right time, to the right customer. In short, a more personalized strategy.
This shows that most brands have significant room to grow in 2020. And that’s good because we know that whether you had a banner 2019 or were treading water–growing next year is mandatory.
Here is a great place to start as you build your 2020 Marketing Programs. A quality Customer Journey Map is critical to delivering truly unique and tailored customer experiences. Creating comprehensive, thoughtfully designed customer journey maps helps brands understand their customer’s shopping, buying, and engagement behaviors and the motivations that drive them.
The old way
Discovery, build, buy, and then cross your fingers and repeat. This is how marketing used to happen (and still does for some brands today). Separate, siloed teams researched and targeted against general persona assumptions of their buyers. Meanwhile, another team worked on creative, and another worked on the customer experience, in hopes that everything connected well together in the end – despite zero connectivity between the various disciplines, let alone departments. When the campaign went live, too much was left to chance, and the experience was often disjointed and not actually optimized.
What Changed Everything
Adding Personally Identifiable Information to the mix allowed us to crash the silos and processes of the old way. Of course, having an identified user doesn’t allow you to dismiss research, but rather, to put it to better use and augment it by developing real audiences using real customer data. When your plan is nourished with this data from the start, you can work from there to build a smarter plan. By employing this real data, you will be more informed in your planning process and know what media channels your customers use, thus, making the investment choice of the buying stage simple. Creative, copy, and experience are now also informed by this people-first approach. You’ve removed most of the guesswork and are now able to launch more compelling creative. With better data from the start, the data extracted from campaign performance is more reliable thus allows us to continually optimize and improve every campaign. You can learn what resonates with your target market and focus on what really speaks to those interests, building true, effective connections.
Where to start:
Customer Journey Maps come in all shapes and sizes, but the best ones will give you a complete 360 understanding of your customers and prospects. This understanding is key for any marketing strategy wanting to outperform last year’s numbers.
Let’s get started by looking at Enilon’s 5 steps to Creating Your Customer Journey Map to Spark Outbreak Growth in 2020. We hope you gain some insights and tips for your approach as well:
The goal of using first-person data in this example was to help drive a more personalized customer experience based on key segments. By treating each of the audiences uniquely and serving personalized creative and offers, we were able better focus on what mattered most to each of them and drive a campaign that exceeded all expectations.
As you build your 2020 Marketing Plans, consider customer journey mapping as you assess the current state of your marketing efforts. What is the experience of those that are most likely to become leads? How does that experience differ from those who do not become leads? How does the decision-making process differ across segments?
Map these experiences and use them to identify gaps and opportunities to capture more of the market throughout the year and to get a jump on next year’s planning. It will help you establish a more direct, effective path to grow your numbers.
Customer Driven Digital Marketing is in our DNA. We love to take personalization to another level, delivering truly unique and tailored customer experiences in real-time. While it may be simple to understand, it is not so easy to achieve. But we understand it’s worth the effort. That’s why we say: Difficult? Done. Most marketers today aren’t taking the right steps to move toward this golden era of customer targeting and engagement. If you think like us let us know by reaching out below.
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