Customers expect streamlined, personal, and relevant experiences online across channels. If the company does not manage to create it, then the chance of winning the customer is minimal. That’s why we need to put the customer in the center in online marketing – and you do this with the digital customer journey.
What is a Customer Journey?
The digital customer journey is roughly the steps that customers go through, from the moment they discover a need, and until the customer leaves you again.
Buyer’s Journey is an important marketing tool for understanding your customer’s situation and how to build your online marketing strategy to take advantage of this.
The Buyer’s Journey consists of 3 phases; Awareness Stage, Consideration Stage, and Decision Stage.
The awareness stage is the first step in the Buyer’s Journey – here it has dawned on the customer that he has a potential problem he needs to have solved.
The consideration stage is the next step. Here the customer has a clearly defined problem and is now looking for a solution to the problem, by seeking information and understanding for this himself.
The decision stage is the last step, and here the customer has almost made a decision about which solution is the best. However, he is looking for the latest information that can give him the push that makes him make the decision.
The big challenge is the message
One of the major challenges in marketing today is that it can be difficult to maintain relationships and create new relationships, most often because communication is not focused on the needs of the individual. This is where marketing automation can help you build bridges and connect the void that often occurs between the message and the recipient.
The big challenge in marketing today is that the message is rarely in context for its recipients. If the customer is still considering his options and researching the market, it will rarely make sense to push with a sale, this can in the worst case be so repulsive that the customer leaves the market, or buys from a competitor.
It is about communicating specifically so that the message matches the customer’s current steps in the customer journey
A blockage and also motivation to get people to act is trust. A good customer journey plan seeks to create a relationship built on trust with its consumers.
Leadscore can track each lead’s customer journey and make sure the messages in your customer journey marketing fit.
Target the right customer with the right message at the right time!
Your website is a goldmine for customer engagement data
Marketing automation and the customer journey are based on behavioral data on your leads. All data is processed and establish for each person. The system automatically uses the person profile and customer journey stage to adapt the message, and not least ensure that the message reaches the recipient, at just the right time.
So when a lead is close to converting, the system will know this from the online behavior that the lead has exhibited. The system acts automatically on this, for example by targeting the person with marketing about the product that this person has been interested in.