{"id":114395,"date":"2017-01-25T14:30:00","date_gmt":"2017-01-25T19:30:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/how-well-do-you-know-customers-journey-2\/"},"modified":"2024-12-23T00:36:18","modified_gmt":"2024-12-23T05:36:18","slug":"how-well-do-you-know-customers-journey-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/how-well-do-you-know-customers-journey-2\/","title":{"rendered":"How Well Do You Know Your Customer\u2019s Journey?"},"content":{"rendered":"

When I speak with clients, I often ask them to take me down the road of their digital customer journey. This keeps the conversation open and free-flowing. I usually learn a lot about what my clients are looking for \u2013 and planning for \u2013 in the future. It gives us time to talk about wishes and wants, positives and negatives, and what the next year and beyond might look like.<\/p>\n

Most of all, asking about their digital journey tells me how I can help them. After all, while most brands don\u2019t have the opportunity to speak regularly to their prospective customers, marketing technology and data give us more insight into the customer journey than ever before. This empowers marketers to not only understand the journey on a more meaningful level but also use that understanding to optimise important touch points; those “micro-moments” when a customer is ready to get in touch, request more information or make a purchase.<\/p>\n

By understanding the journey from this data-rich standpoint<\/a>, marketers can deliver the most relevant content at the most relevant time. So let’s take a look at a few strategies that can help you connect with your customers in the most timely, effective and creative ways.<\/p>\n

Create Content That Matters<\/h2>\n

Marketers need to identify the perfect moment to engage and\/or convert customers. As soon as there is a light bulb moment, it’s time to deliver the content that gives the customer exactly what they are looking for. This can come in a variety of forms \u2013 videos, blogs, infographics, contests and more. After ample data has been crunched and analysed, you will be able to identify which types of content appeals most to your specific customer personas, making the purchase cycle even more efficient.<\/p>\n

Build A Relationship With the Customer<\/h2>\n

The first and most important step of building a customer relationship is to understand who you are targeting. What is the customer looking for? What is their purpose for being on a particular site? As a marketer, you want to make sure you build content to target specific, quantifiable customers and fulfil their needs. It’s a little surprising, then, to learn that only 20% of B2C companies<\/a> create content that generates measurable customer engagements. There is a vast amount of content out in the world, no doubt \u2013 but not a ton of interaction with it. So remember to take a step back and think: “Who am I targeting, and why is it relevant?”\"content<\/p>\n

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