As a second entry to this new section, I was struck by this infographic from SmartInsights that was shared by the IDM as part of their round-up of August Marketing news.
I think they’ve done a pretty good job of combining the learning from Google and McKinsey. This visualisation helps remind us that today’s consumers have a more involved and iterative awareness & consideration journey before we can start measuring conversion.
The only improvement I would like to see to this, certainly for financial services, is more recognition of the importance of multi-channel for many consumers. Triggers can come from many parts of a consumers life and via any channel. Plus those multiple ‘moments of truth’ can be influenced by the channel of most convenience at that time (including non-digital channels) or by consumer need for reassurance (by talking to a person).
Nevertheless, good job & a useful infographic to prompt some rethinking but those seeking to measure marketing effectiveness on these early stages.
What do you think? Any experience of mapping this part of your customer (or prospect) journey?