These days, customer journey has become as much of a catch phrase as “big data” and “content is king.” Everywhere you look, marketers are touting the importance of understanding the customer journey and marketing to the customer journey. Why? Because it’s true. Understanding your customer journey or lifecycle is critical in developing engaging content and marketing campaigns. However, it’s often easier said than done.
Most email marketing and marketing automation platforms are talking the talk but not walking the walk. Their version of customer journey marketing is customer campaign marketing. If the idea is to market to customers throughout their journey with your brand, why would you limit yourself with software that is only able to focus on campaigns? Secondly, how can you effectively use campaign management tools to engage with customers throughout every stage of their lifecycle?
The trick to marketing to customers throughout their lifecycle, or journey with your brand, is to know where they are in their path to purchase. Have they just become aware of who you are or have they been engaging with you via Twitter for months? Their lifecycle stage is a major consideration when developing engaging content and automated nurturing campaigns. Not only can their place in the customer journey determine how they should be communicated to, by whom and at what frequency, but it provides a clear path for the marketer — to get the customer to the next stage, one step closer to purchase.
Join Right On Interactive this Wednesday at 2:00pm EST, as we discuss the importance of meeting customers where they are in their journey with your brand. Learn the benefits of scoring based upon profile fit, engagement level and lifecycle stage, and the difference between campaign management and customer lifecycle marketing. It’s time to put the customer in the center of your marketing efforts!
TweetChat: Meeting customers where they are
Date: Wednesday, March 26
Time: 2:00pm EST
I look forward to tweeting with you soon!