Customer Journey Marketing

April 6, 2019

The path to purchase is a basic marketing concept but the ever increasing number of channels (think voice, smart devices, digital, offline etc.) means ecommerce paths to purchase are constantly evolving. Some journeys are simple, with a single visit sufficient to capture the purchase. Others comprise multiple touch points, as users discover, research and then purchase.

The big challenge for ecommerce is finding out what these paths are, how they vary and why, then aligning marketing strategies to ensure there isn’t a generic set of campaigns. By understanding the customer journey, we’re better placed as marketers and merchandisers to create contextually relevant content, offers and products. In this chat we’ll look at the art of the possible, techniques you can use to align your marketing with the customer journey.

For this chat we’re happy to welcome Scott Wright from Shoelace to provide subject matter expertise. Scott has a lot of experience working with ecommerce teams to implement customer journey retargeting campaigns.

As ever, there are 3 conversation starter questions:

  1. How do you use data & insights to map your customer lifecycle journeys?
  2. How do you market to customers at each stage and do you need different approaches?
  3. What tools & techniques can you use to get this right and avoid ad fatigue & irrelevance?

Join us at 1pm UK time on Monday 8th April and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what’s this about?” there is a page explaining all just here.

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