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Customer journey

How do you know if your marketing is really connecting with your customers?

How do you know if your marketing is really connecting with your customers?

In many ways, this is the 64 million dollar question that marketers and their bosses are grappling with on a daily basis. The answer can vary so much depending on things like what segment of your audience you’re talking about, what time of year it is, how much your customer needs what you’re offering and so many other criteria.

Regardless of the criteria, however, there’s one consideration that shouldn’t shift as easily and that’s your commitment to building a customer journey that influences your target customer in a positive way. A journey built on a solid foundation of understanding of what your customers are experiencing in the lead up to (and after, perhaps) purchasing your product or service, is the single most potent way to answer this question truthfully.

But, hey, it’s an answer that only gets more complex with time, especially over the last five years where we’ve seen an exponential growth in the atomisation of content and fragmentation of media channels. It’s a fact of a marketer’s life now that there are so many more individual units of marketing content to think up, create and serve into a customer’s journey. Gone are the days of just cutting your 60-second TVC into 30, 15 and six-second variants for digital and social channels and calling it a win.

The challenge goes beyond the need to create more units of content, however. These units need to be served into more channels, each with a different variant that suits the medium and context in which the customer is engaging with your brand. Whether it’s social profiles, an email series, retail screens, video channels or anything else, this fragmentation adds to the marketing challenge because it’s effectively adding branches or offshoots to your customer journey.

These branches are where things start to get messy, because it can be very easy to quickly get off course, chasing a rabbit down the hole of tactical execution and forgetting the customers’ needs. This happens to us marketers in one respect or another and, before you know it, you’re caught in the weeds, with no clear plan to get back to the central purpose for your marketing content and how it serves the customer journey.

In the conversations that my team and I are having with marketers every day, we see that, despite this need to deal with the immediate issues of getting content and campaigns out the door, there is a real appetite to zoom out to the level of the customer journey. Marketers want that confidence that their marketing content is really connecting with their customers and giving them the best experience possible.

We’ve been re-working some aspects of our platform to help marketers meet these aspirations and develop some certainty in their approach to the tactical level of marketing. We introduced a customer journey mapping tool within the Cooperate platform in late 2018 that maps the marketing content you’re producing to the various stages of the customer journey. This easy to use module is powerful for marketers and a great enabler to help understand the strengths and opportunities for improvement in your marketing content based on what your customers are looking for from awareness right through to purchase and after-sales support and advocacy.

We’ve also noticed that simple but insightful ways of showing you the metrics that matter to your marketing efforts are mission-critical for understanding how well you’re doing along that customer journey. The Cooperate platform brings these metrics front and centre in ways that will make much more sense than just straight website or digital analytics. This journey-centred approach to marketing analytics is a new and exciting proposition that we think can really help to supercharge your marketing activity now and into the future.

In many ways, a platform like Cooperate is the vessel in which your customer journey comes to life and can be optimised. A clear understanding of your customer journey is key and a fundamental piece of work for any marketing team.

As always, if there’s anything in this book that we can help you with or you’d like to chat about getting a better understanding of your customer journey as it relates to your marketing, please feel free to get in touch with me directly.

Up next: Get close to your customer, really close. 

This article is an excerpt from our ebook: 5 Big Questions to Map your Customer Journey which you can download here.

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