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...