Searching for and winning the marketing moments that matter
Columnist Jim Yu discusses the impact of digital on the customer journey and what marketers need to do to stay competitive and convert customers in the moments that matter.
Digital dominates modern life. From smartwatches to home-monitoring systems, we find ourselves turning to the internet and digital connections with increasing frequency. Companies increasingly rely on chatbots when dealing with customers, and a growing number of professionals turn to digital assistants to help them remain organized.
These connections change how we as consumers communicate with each other and how we make purchases, and they even influence our opinions and decision-making.
The impact of this disruption on the customer journey
Just as digital is having a dramatic impact on consumer behavior, it also influences how brands today communicate with prospects, and what they need to do to attract their attention and drive revenue.
The customer journey has been seriously disrupted as digital communication has taken center stage. No longer can brands trust customers to move seamlessly from one stage to the next in a linear and quantifiable path.
Now customers regularly use a variety of different platforms and channels when communicating with brands. To the naked eye, the path that these modern consumers take is less structured and less predictable than it once was.
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