2. Each day, torrents of data emerge from the points of interaction between the brands and their
consumers, interactions which will continue to multiply due to the technology they have in front of
them.
Without a data warehouse and clear strategic vision upon the data’s role within their business
ecosystem, brands lack the possibility to define and contextualize trends, measure the
effectiveness of their activities and investments at key points in the customer decision journey, as
well to understand how and why individuals move along those journey.
According to a survey made by McKensy&Company, 1 company identified over 20 types of
customer decision journeys as archetypes of experiences it must support over the next three
years.
So it’s time to shift a little here.
3. FROM MEDIA PLANNING TO CUSTOMER JOURNEY PLANNING
CONTEXT
IMPLICATIONS
In a customer journey, every touch point is a brand
experience and it is a question of how to make it
valuable, both for the brand and the consumer.
Customers must often settle for compromises in their digital
experiences.
Yet, there are still a lot of media agencies in the
industry that use traditional techniques when
developing their media strategy: check brand
ecosystem touch points with high affinity among
the target, without any sense of interaction
between, all in order to maximize the budget and
the project’s KPI.
Clients have a holistic perspective upon the results of the
campaign, moreover if the final results aren’t the desired ones.
Digital agencies work with quantity data that doesn’t allow them
to maximize the value of a customer’s interactions for every
point across his decision journey.
It is therefore why media agencies should build their plans
accordingly to a customer journey map and challenge the
delivery process.
6. WHAT IS
JOURNEY THINKING
A strategic tool that helps you connect the dots, so you can
regain visibility into your customer behavior and
preferences, all in order to influence his active
consideration.
7. THE TRADITIONAL THINKING TAKES INTO
CONSIDERATION ONLY THE MACRO-CONVERSIONS
Initial consideration
drives
micro-conversions
Active consideration
drives
macro-conversions
8. JOURNEY THINKING CREATES A NARATIVE
As a brand, you follow specific outcomes such as awareness, sales, prospects, easier access
to relevant brand information, engagement and many other. But what impacts these
conversions?
Consideration. Conversions are driven by consideration.
And there is an initial consideration and an active consideration, moreover within the loyalty
funnel.
The initial considerations happen as a customer interacts with you many times before a
conversion occurs (e.g. asks for a recommendation, visits your website but doesn’t click on the
“Purchase now” button).
Between the initial and the active consideration, a comprehensive customer journey planning
must manage to design a balance of brand foundation, perceived benefits and price.
9. JOURNEY THINKING CONNECTS MICRO-CONVERSIONS
Design thinking takes in consideration not only the macro-conversions (valuable action for your
business that happen in the active consideration stage), but also the micro-conversions which
are indicators of how a customer moves within the journey.
These micro-conversions, together with qualitative data, can offer you information about why a
customer is there and what your next step should be.
Imagine the impact this can have upon your investments and return of investments as you can
constantly improve your customer journey experience and outputs.
…….
