The current transformation of the customer journey map

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The current transformation of the customer journey map

The customer journey map or the customer’s purchase itinerary is a graphic representation of the steps that the user follows to become a customer of our brand. Tracing the customer’s journey involves identifying the key points that make it move forward and detecting those inconveniences that slow it down to correct them.
From the point of view of digital all china phone it is information of great value to optimize the customer experience in each interaction with the brand . How is the customer’s purchase itinerary evolving? How to adjust the online marketing strategy to the customer journey map? The flywheel, the evolution of the customer journey mapAlthough marketing actions continue to support the customer’s journey to purchase, today, users are more than ever the engine of progress in the customer journey: recommendations and word of mouth have a decisive influence on sales . In fact, according to a study by marketing automation software HubSpot , in 2018 81% of users trust the advice of family and friends more than that emanating from their own brands, and 55% are directly suspicious of companies In the era of hyper-personalization and customer-focused marketing, the customer journey map has been transformed: the linear conversion funnel has given rise to the conception of the flywheel or customer-based cycle . In this new paradigm, the purchase itinerary is cyclical, omnichannel and erratic : the customer comes and goes in search of the information they need and the recommendations of their close circle play a fundamental role in the final decision. How to adapt the online marketing strategy to the current customer’s purchase itinerary
Some useful online marketing tactics are:

Optimize the web based on search intent
Google’s algorithm is increasingly making use of artificial intelligence and machine learning applications to try to elucidate the search intention behind a query . These can be classified into four key typesInformative : the user wants to learn something or be informed.
Comparisons : you are deciding between products or services.
Transactional : there is a clear purchase intention behind.
Direct navigation : specifically search for a specific brand or website.
As part of the on-page SEO strategy, the objective is to find patterns and adjust the selection of keywords and the type of content (blog, landing page, guides, comparatives…) to be able to climb to the first positions in organic. Google will identify them as most relevant when answering the why of each query.The new shopping journey is cyclical, omnichannel and erratic

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Identify and file the main interferences that are holding back progress in the customer journey
How to make the gulf email list user move faster in their purchase itinerary? The answer lies in the factors that drive progress or in those interferences or friction points that slow it down . In order to smooth out the latter, it is useful to break down the itinerary into stages and analyze the key points in the interaction with the brand (in-depth data analysis will be of great help)Aggressive cross-selling (extra insurance, guarantees …)
– Difficulty managing returns or excessive costs
You have to prevent and prepare a response for each moment of friction. Some will have to do with the business configuration itself (logistics or pricing and discounts policy), but others can be dealt with from the online marketing strategy. Paid tactics must be adapted to the customer’s purchase itinerary: they involve the selection of audiences, channels (search, social, video, display …), types of advertisement, messages and objectives. They may not be the same for customers with a clear purchase intention as for those who are just browsing and looking for inspirationMATÍAS CANDAL , ASSOCIATE PARTNER AT LABELIUM
But … do not forget that the success of your client is your success
Giving the flywheel momentum also means taking advantage of the experiences of users who have successfully completed their purchase itinerary. For this, it is essential to communicate them and put them in value through surveys that reflect their opinion or reviews about a product or, in the case of B2B companies, have their participation in the creation of success stories that show the results obtained together.

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