helping you master customer insight leadership

Infographic on new purchase journey

Consumer-Decision-JourneyAs 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?

 

Free chapters from Outside In for you to download

Outside In coverOne of the things I’ve heard you’d value is also having opinion published here from other authors. So, I’ve created a new section called “Others” to provide opinion and resources that I find online and think you’d value. I will also publish offers for free stuff whenever possible.

As a first entry, I’m sharing a link to follow-up on the positive book review that I posted for “Outside In”. Since then (hopefully prompted by it), Forrester have relaunched an offer for you to be able to download a couple of chapters of that book for free, just by sharing your contact details.

If you liked the review & fancy checking out the book for free first, then you can find the offer here.

Plus, here’s their video summary of the book, just to offer you more variety of media on this site (another thing I’m working on):

Do let me know of anything else you’d like to see in this section and your thoughts on the content so far. I hope it helps.