Page 12 - AeM_December_2021

BEST PRACTICES & STRATEGIES

Consistent customer journey across all

touchpoints guarantees repurchasers

that can run repeatedly and recursively:
Getting attention: in the past, customers were primari-
ly drawn to products and services through advertise-
ments in print media, TV advertising or posters, but
today the web plays a central role in the battle for atten-
tion. Marketing is adjusting to the fact that the first im-

In an increasingly digitized consumer world, it is im- portant touchpoints are now digital. Marketing cam-
portant for companies to offer customers not only prod- paigns aim to achieve a top ranking for inquiries in
ucts or services, but also experiences in all phases of search engines. Online advertising is based directly on
interaction. This includes fast and smooth service, per- the behavior of web users; content marketing uses
sonalized content and consistent information, even on texts, images, audio or video material to win potential
different platforms. Regardless of whether customers customers with personalized content. Further impulses
communicate with the company via the mobile app, the come from recommendations from social networks.
online shop, the call center or on site, offers and state- Consolidation of interest: In the past, customers had
ments must be coordinated with one another. And this to go to a store or use the mail order catalog if they
approach is systematized in the concept of the custom- were interested in a product. In the digital age, interest-
er journey with a sequence of reciprocal activities on ed parties can obtain comprehensive information on the
the way from the first awareness to the concrete inter- web: product videos on YouTube, opinions and reviews
est to the finished deal and service.
from customers in portals, forums or in social networks
In general, the customer journey is a sequence of steps create a previously unknown level of transparency and

12 December 2021: Customer Journey Analytics