To fully understand the impact technology is having on consumers, all you have to do is look at the modern-day customer journey. Not every company’s target audience is the same, so it’s important to optimize and tailor a marketing strategy using the right technology. Consumers want a different experience depending on the brand and product they’re shopping for. Luckily, technology can help give consumers exactly what they’re looking for.
The consumer journey has become increasingly complicated. The days of television and paper ads are behind us. Today, consumers have multiple outlets that allow them to gain product and brand knowledge. With so many ways to research, the number of touchpoints before a brand makes a sale is around 13.
While the increase in channels has complicated the customer journey, it has also made tracking it more important than ever. By mapping out the customer journey, companies gain insight into how consumers purchase products. The knowledge gained in mapping out the new customer journey will help companies increase ROI for marketing investments while simultaneously generating more revenue from customer referrals. Once a company maps out the customer journey, it can better understand what technologies best suit their consumers’ wants and needs.
Technology permeates every aspect of today’s retail marketplace. Digital signage, smart beacons, AR, and VR have changed how brands interact with consumers, as well as the other way around. While the foundation of the customer journey hasn’t changed in retail, how brands and businesses convey their message to customers has. Here’s just a taste of how:
That’s just the tip of the tech iceberg when it comes to the customer journey. Futurum analyst Daniel Newman brings you the insight your business needs to get out in front of this “new normal” in a must-read post: How Technology Has Changed the Customer Journey.
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