Five tips for marketing through the customer journey

Helen Rowe

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

Customer journeys are more complex than ever before, as people now experience a multitude of touchpoints in any purchase, large or small. As a consequence, marketing effectively across these complex journeys is no simple task. For brand communications, adjusting to the new reality requires an understanding and application of five key factors.

1. Consistency is key

With more channels now in existence, brands must place a greater focus on consistency – particularly between online and offline channels. According...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands