Mapping the consumer Journey

“Mobile is more important than ever because it allows us to deliver at the ‘zero moment of truth.’ For our recipe sites, we see a spike in usage when the consumer is in the grocery store. You can’t get closer than that to the consumer.” B. BONIN BOUGH VP, GLOBAL MEDIA AND CONSUMER ENGAGEMENT MONDELEZ Mobile market experts discuss what it takes to successfully map the mobile customer journey. They identified the moments that result in breakthroughs that could be leveraged by brands and agencies. They also share the measurement solutions that could be used to gauge overall effectiveness. • Ultimately, they spoke on Why physical and digital touch points along the customer journey are vital to mobile advertisers • The five questions advertisers can now answer, thanks to mobile • Recent case studies demonstrating the benefits of a fully formed mobile strategy Consumer behavior has changed and the fundamental basis of competition has changed. Mobile can be used to market to and through the consumer. We need to start talking through the view of the consumer. Therefore, the experts advised monitoring the audience and their mobile touch points to better understand how and when they want to communicate with the brand. Five Ways to Unlock The Journey include: 1. Get to know your customers 2. Map the customer journey for each brand and customer persona 3. Identify the moments that matter, even the micro-moments 4. Integrate mobile at every digital and physical touch point–don’t underestimate mobile’s impact 5. It’s all about mastering data and 5 using mobile to unlock the journey As a complimentary piece of information, “Untangle the Complex Customer Journey: How Top Retailers Leverage the Power of an Audience-First Strategy”, speaks to today’s competitive retail environment. One in which data can be used to provide insight into the consumer journey. This is ultimately used to to give brands the insight they need in order to succeed

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