Digital technology is enabling a radically altered consumer journey. It is important for a brand to be present and engage with consumers during all steps of this modern customer journey. Research is necessary to help create the right strategy and supporting tactics needed to reach customers at the key points off this journey.
Modern Customer Journey
I’m a big fan of the visualization put forward by Kelly Mooney and pictured above. In her model, the modern consumer journey isn’t driven by mass media but rather by user engagement.
“Now that digital technology is enabling a radically altered consumer journey, marketers must toss aside the old models: old models for understanding the journey but also old models for planning media, allocating budgets, big idea generation and agency engagement. It’s a new era of consumer experience creation and the winners will be the marketers that master the new journey.” – Kelly Mooney