Understanding the Customer Journey

Historically, marketers have had a relatively straightforward task—to fill the sales funnel and keep prospects moving through it. The path was relatively linear. Marketers would place an advertisement in a newspaper, create a television commercial, or send a direct mail piece to entice consumers to come into their stores to make a purchase. Times have since changed, and the customer experience is different now. The pathway to making a purchase is no longer linear; it has become a confusing maze. These days, the focus must be on connecting with a customer at his or her location.

The Customer Experience Has Changed!

B2B and B2C buyers have more information at their disposal than ever, so they will do their research before making a purchase. They will visit websites on their mobile devices, consult social networks, talk to friends and colleagues about their experiences, or read third-party reviews before committing to a decision.

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About Barb Pellow

A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at [email protected].

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