The Current Transformation Of The Customer Journey Map: How To Adapt The Digital Marketing Strategy
The customer journey map is a graphic representation of the steps followed by the user until becoming a customer of our brand. Tracing the customer ‘s journey involves identifying the key points that move them forward and detecting the drawbacks that are slowing them down in order to correct them. From a digital marketing perspective, this is valuable Mexico WhatsApp Number List information to optimize the customer experience during each of their interactions with the brand . How is the customer journey changing? How to adjust the online marketing strategy to the customer journey map?
El flywheel, the evolution of the customer journey map While marketing actions continue to support the customer’s journey to purchase, today, users are more than ever the engine of the customer journey: recommendations and word of mouth have a decisive influence on sales . In fact, according to a study by marketing automation software HubSpot , in 2019 81% of users trusted advice from family and friends more than advice from the brands themselves, and 55% were suspicious. enterprises.
In The Age Of Hyper-personalization And Customer-centric Marketing
the customer journey map has evolved: the linear conversion funnel gave birth to the concept of the flywheel or customer-centric cycle . In this new paradigm, the purchasing journey is cyclical, omnichannel and erratic : the customer comes and goes in search of the information he needs and the recommendations of his circle of relatives play a fundamental role in the final decision-making. How to adapt the online marketing strategy to the buying journey of the current customer? Here are some useful online marketing tactics: Optimize website for search intent Google’s algorithm is increasingly using artificial intelligence and machine learning applications to try to unravel the search intent behind a query .
They can be classified into four categories: Informative applications : the user wants to learn something or be informed. Comparative applications : he makes a choice between products or services. Transactional Applications : There is a clear purchase intention behind the research. Direct navigation applications : searches for a specific brand or website. As part of the on-page SEO strategy, the objective is to find models and adjust the selection of keywords and the type of content (blog, landing page, guides, reviews, etc.) to reach the top positions in organic.
Google Will Identify Them As More Relevant Since They Answer The Why Of Each Search
El nuevo itinerario de compra es cíclico, omnichannel y errático Identify and polish the main interferences that slow down the progress of the customer journey How to make the user move faster in his shopping journey? The answer lies in the factors that stimulate progression or in the interferences or friction points that slow it down . To be able to polish them, it is useful to break the journey down into stages and analyze the key points of the interaction with the brand (in-depth analysis of the data will be very useful): Customer journey stage
Example of interference Discovery: inspiration and research – Products without stock – Advertisements which refer to erroneous products. – Website not optimized for laptops – Filters difficult to use Purchase: consideration and payment – Too many steps to complete the purchase – Account creation request and too much data required – Unclear delivery options and costs Post-purchase: delivery and after delivery – Slowness and little flexibility in delivery options – Poor customer service – Aggressive cross-selling (extra insurance, guarantees, etc.)