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The Connected Consumer and the New Decision-Making Cycle
To simplify the approach, think about dividing the journey based on these four key pillars:
In its report exploring the evolution of digital
consumerism, IBM found that without research and
understanding, smarter customers are much more
difficult to reach than their traditional or digital
counterparts. “Smarter consumers are harder to
‘read’ than their predecessors,” according to the
report. “They are also more cautious about
spending their money and more resistant to
marketing because they have other ways to get the
information they require.”
The most important revelation in the DCJ is how
every step feeds into a discoverable online repository
of shared experiences that influence all those who
embark on a similar journey. This journey rotates
around a powerful influence loop. This information
loop represents the social and mobile networks,
conversations, reviews, videos, infographics, Pinterest
boards, check-ins, and so on, as well as the questions
and shared experiences that unite Gen C and power
informed decision making and relationship building.
Studying the influence loop will reveal what people are
asking and how those questions are answered. You’ll
learn where they go for information, what they find
when they get there, and what next steps they take.
Most notably, you’ll learn what is working for or against
you. At a minimum, it will force—and inform—revisions
to your overall digital marketing strategy, from content
to campaigns to networks to direct engagement.
Without positive influence, there is no hope for
preference. And without positive experiences,
there can be no chance for loyalty or advocacy.
Cross-channel campaign management Marketing performance optimization Digital marketing optimization Web analytics
Engage customers in their preferred channels
with dialogue that speaks to their preferences
and behavior.
Create a mini journey of your own by studying
and managing performance and introducing
efficiencies in real time to optimize initiatives
and engagement in each stage of the
customer journey.
Understand who your customers are
(traditional, digital and connected), how they
click, and where they click to develop and
deploy engaging ads, search campaigns,
emails, and recommendations through
online, social, and mobile channels.
Study how customers interact with your digital
presences and convert insights into personalized
and optimized actions and experiences.
It is only by traveling in your customers’ digital footsteps
that you can uncover a new landscape for engagement
and a new reality for your business. Embracing your
connected customers will help them embrace you
in return. At a minimum, the gifts you receive by
embarking on this journey and investing in engagement,
education, and meaningful experiences are empathy,
relevance, and ultimately reciprocity—all of which are
measurable by traditional business metrics.
Generation C
weaves an interesting web
Generation C and the
dynamic customer journey
Customers get buy with a
little help from their friends
C change in consumerism:
A new bi-directional approach
is needed
In summary:
The connected marketer 15

Publié dans : Business