One of the questions we hear from our clients most often is, “How do we get from ‘one-size-fits-all’ to personalized content?” And we have a clear answer: Customer Journey Mapping.
What Is Customer Journey Mapping?
Customer Journey Mapping (also known as Journey Mapping or Audience Journeys, or a dozen other variations) is simply the process of understanding the path your specific target audience segments take, from the moment they become aware of their problem until they (ideally) know and love your brand. More specifically, customer journey maps clearly outline how each of your target audience’s needs, actions, and mindsets evolve through critical make-or-break decision points along their path.
Journey mapping works for both B2B and B2C scenarios, but it important to note that they are most valuable when evaluating longer-term purchases or relationship-building marketing strategies.
It is less useful to build journey maps for quick one-off purchases where customers are…