I've long been intrigued by the buying process, and the possibilities for addressing highly targeted approaches based on your understandings of the persona or segment you are dealing with and where they are in the buying process journey. While I may not be fully onboard with how this marketing SME has framed the buying process and journey, I do find myself onboard with their notions of how we should be attentive to the needs and the seller's desired outcomes across the journey.
Sometimes, we need catalysts for change. Many of us have known that marketing, as a discipline, has been in flux; for example, we didn't even consider social media just 15 years ago. But to some degree, the changes in marketing as discipline have been evolutionary, with spurts and stalls. The global COVID-19 pandemic perhaps is the catalyst we need to rework marketing - to reconsider its fundamentals, consider the human side of the discipline more explicitly, to even get more efficient with spend. I think this article challenges us about the boundaries of marketing, including thinking about it as an infrastructure. This article reminds us that marketing is, in essence, about growth. Notes the author, What marketing brings to the table is experience and expertise in delivering on the undeniable power of human connection." What's your case for growth? What are your commitments to connection?
My perch as mayor of a municipality sometimes leaves me wondering what is happening in the customer experience state of the art. I found this article interesting because it shows that thinking over the past few years is still much the same - personalization is the game, (big) data and customer insight are key tools, and broad collaboration are the strategy. I am about to corrupt a line from a Men in Black movie: "Customer experience is not dead. It just went home." When you are ready to better understand your customer's journey, reach out to us about Journifica.
