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The New Customer Journey: Understanding The Evolution Of Marketing

By Aresh Mishra
The ways in which companies engage with and serve customers have evolved over time, and will likely continue to do so as technology and consumer behaviour change.

The customer journey is the series of interactions that a customer has with a company or brand as they move from awareness of a product or service to purchase and beyond. The customer journey has evolved significantly over the years as technology and consumer behaviours have changed.

The consumer journey has undergone significant changes with the evolution of technology and digitisation. In the past, the customer journey was a linear process, with consumers moving through the stages of the traditional marketing funnel from awareness to purchase.

However, with the proliferation of digital channels and the rise of e-commerce, the new consumer journey has become more complex and non-linear.

Some of the factors that influence the modern customer journey are:

Internet access

One significant change is online research and reviews' increasing influence on consumer decision-making. With access to vast information and reviews at their fingertips, consumers are more empowered to research and compare products and services before making a purchase. This has led to an increase in the number of micro-moments, or decision-making points, along the customer journey map.

Smartphone Penetration

Another change is the increasing importance of mobile devices in the customer journey. With the widespread adoption of smartphones, consumers are constantly connected and able to research, compare, and make purchases anytime, from any location.

Social Media

The rise of social media has also had a significant impact on the consumer journey. Social media platforms allow companies to connect with and engage with consumers at multiple points along the journey. Consumers can also use social media to research products, seek recommendations, and share their experiences with friends and followers.

In recent years, there has been a shift towards personalised and omnichannel experiences, as customers expect a seamless and consistent experience across all touchpoints. Companies use data and technology such as artificial intelligence and machine learning to understand customer behaviour and tailor their interactions accordingly.

Thus, the customer journey has evolved significantly over the years and will likely continue as technology and consumer behaviour change. Companies must stay up-to-date with these trends and be prepared to adapt their strategies to reach and serve their customers effectively.

At Growth Jockey, we are adept at keeping an eye on emerging trends and how they influence the customer journey in marketing.

The Marketing Funnel

The marketing funnel is a framework companies use to understand and analyse the customer journey from awareness to purchase. It is called a "funnel" because it is wide at the top (representing a large number of potential customers) and narrow at the bottom (representing a smaller number of actual customers).

The four stages of the marketing funnel are:

1. Awareness: At the top of the funnel, potential customers become aware of a product or service through marketing efforts such as advertising, social media, and content marketing. This stage aims to attract the attention of potential customers and get them interested in the product or service.

2. Consideration: Once potential customers know about a product or service, they may express interest by seeking out more information or engaging with the company through social media or email marketing. This stage aims to keep potential customers engaged and move them further down the funnel.

3. Purchase: In the next funnel stage, potential customers become actual customers by taking action and making a purchase. The goal of this stage is to convert potential customers into paying customers.

4. Advocacy: This involves the post-purchase experience with a brand's product or service. With social media access, satisfied and disgruntled customers can advertise their opinions and experience with a brand to a large audience.

The marketing funnel is helpful for companies to understand the customer journey and optimize their marketing efforts. However, with the evolution of the customer journey, the funnel has also undergone significant change. There has been a noticeable shift from product-centric marketing to customer-centric marketing.

Successful marketing strategies in the digital world focus on when, where and how to reach the customer with intent. It is critical to deliver the right message and the right time in the right way to them. At Growth Jockey, our tailor-made solutions resolve every problem in your customer journey map to reach your target audience effectively.

Elements of the modern marketing strategy

A few elements to incorporate within your marketing strategies to fit into the new customer experience are:

Personalisation

Personalisation in marketing refers to creating customised and relevant experiences for individual customers based on their needs, preferences, and behaviour. The need for personalisation in business marketing strategies is apparent in today's competitive and saturated market.

Here are a few reasons why personalisation is important for businesses:

1. Increased customer satisfaction: Personalised marketing campaigns and experiences are more likely to resonate with customers and meet their needs and preferences. This can lead to increased customer satisfaction and loyalty.

2. Improved customer experience: Personalisation can help businesses to create a seamless and cohesive customer experience across all channels and touchpoints. Businesses can deliver targeted and relevant marketing campaigns and experiences tailored to individual customers using data and insights from various sources.

3. Increased conversions: Personalised marketing campaigns are more likely to be effective in driving conversions, as they are more relevant and targeted to individual customers' specific needs and preferences.

4. Greater customer retention: Personalisation can help businesses to build customer loyalty and retention. By delivering value and relevance to customers through personalized experiences, businesses can create a positive customer journey and increase the likelihood of repeat business and referrals.

Omnichannel Marketing

Omnichannel marketing is a strategy that allows companies to create a seamless and cohesive customer experience across all channels and touchpoints, including online and offline channels such as websites, social media, mobile apps, in-store, and email.

In the modern consumer journey, the need for omnichannel marketing has become increasingly important due to the increasing complexity and non-linearity of the customer journey.

Some reasons to focus your efforts on omnichannel marketing are:

1. Seamlessness: With access to a vast array of information and the ability to research, compare, and make purchases from any location and at any time, modern consumers expect a seamless and consistent experience across all channels. Omnichannel marketing allows companies to provide this experience by creating a cohesive and integrated marketing strategy that spans all channels and devices.

2. Customer retention: Companies must go above and beyond to delight and retain customers in today's competitive market. Omnichannel marketing allows companies to create personalised and seamless experiences that meet the needs and expectations of modern consumers.

3. Targeted campaigns: By using data and insights from all channels and touchpoints, companies can create targeted and relevant marketing campaigns that address individual customers' specific needs and preferences.

By creating a seamless and cohesive customer experience across all channels and devices, companies can effectively reach and engage with modern consumers, build customer loyalty and retention, and drive business growth.

At Growth Jockey, we specialise in developing a comprehensive, omnichannel marketing strategy to make sure your brand is visible to your target audience at the right time, with the right content.

Customer-Centric Marketing

The need for businesses to develop customer-centric marketing strategies has never been greater. The COVID-19 pandemic has profoundly impacted consumer behaviour, with many people becoming more cautious, risk-averse, and value-conscious.

As a result, it is more important than ever for businesses to focus on their customers and develop marketing strategies that meet their needs and expectations.

Some benefits of the customer-centric marketing approach are:

1. Building trust and credibility: By focusing on the needs and preferences of their customers, businesses can create marketing campaigns and experiences that are relevant and valuable. This, in turn, helps to build trust and establish the company as a reliable and trustworthy source of products or services.

2. Improving brand image and recall: Another benefit of customer-centric marketing is that it can help businesses to differentiate themselves from their competitors. With so much competition in today's market, it can take time for businesses to stand out. By focusing on the customer experience and delivering value to their customers, businesses can differentiate themselves and position themselves as the preferred choice in their market.

3. Driving growth: Customer-centric marketing can help businesses to drive business growth. By building trust and credibility with their customers, businesses can increase customer loyalty and retention, leading to repeat business and referrals. This, in turn, can drive business growth and help businesses to thrive in the post-pandemic world.

Conclusion

As the latest customer journey evolves, businesses must adapt to suit the needs of their customers. These elements are just a start in the evolution of marketing. To ensure sustainable growth, all digital marketing strategies must stay abreast of dynamic industry trends and stay agile. With our dynamic marketing approach, we at Growth Jockey provide innovative solutions that can put your business ahead of the curve.

At Growth Jockey, we are dedicated to crafting personalised models that successfully tackle the key challenges encountered by our clients across diverse industries, enabling them to enhance the user journey. Regardless of your company's size, whether it's a small-scale enterprise or a large corporation, you can now leverage advanced technology to optimise the user journey. Take a decisive step towards unlocking the next level of growth for your brand by contacting us today!

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10th Floor, Tower A, Signature Towers, Opposite Hotel Crowne Plaza, South City I, Sector 30, Gurugram, Haryana 122001
Ward No. 06, Prevejabad, Sonpur Nitar Chand Wari, Sonpur, Saran, Bihar, 841101
Shreeji Tower, 3rd Floor, Guwahati, Assam, 781005
25/23, Karpaga Vinayagar Kovil St, Kandhanchanvadi Perungudi, Kancheepuram, Chennai, Tamil Nadu, 600096
19 Graham Street, Irvine, CA - 92617, US