Consumer Journey Guide from Marketing Cloud - Salesforce

What are Consumer Journeys? ... Consumer journey is the term used to describe the ongoing relationship between a consumer or customer and a product, brand, or ... Skiptocontent MarketingCloud Overview Products Solutions Pricing GettingStarted CustomerStories Resources FAQ Overview Products Solutions Pricing GettingStarted CustomerStories Resources FAQ QUESTIONS? CALLUS 1-800-NO-SOFTWARE Questions? CALLUS 1-800-720-0371   WhatareConsumerJourneys?   Consumerjourney isthetermusedtodescribetheongoingrelationshipbetweenaconsumerorcustomerandaproduct,brand,orcompany. Theword consumer canmeanmanythings.Consumerscanbepatients,clients,fans,followers,viewers,shoppers,employees—evenstakeholders.Thephrase consumerjourney canrefertorelationshipsinboththeB2CandB2Bworldsandcanincludeexperiencesacrosschannelsaswellasdepartmentswithinacompanyoranorganization.   SeeJourneyBuilderinaction. Learnhowtoconnecteveryinteractionacrossemail,mobile,advertising,andtheweb—alongwithsalesandservice—intoaseamlesscustomerexperience. WATCHDEMO Whatisthenewconsumerjourney? Thenewconsumerjourneyismorecomplex.Intoday’sdigitalage,consumersarebombardedwithmessagesalmostconstantly.Notonlythat,theyareincreasinglytakingchargeoftheirownjourney.Everythingfromtheconsumerdecisionjourneytotheconsumerpurchasejourneyisbeginningtochangeasconsumers’accesstoinformationandreviewsofproductsisimmediate. Howcanmarketingguidetheconsumerjourney? Consumerjourneysoccurthroughaseriesofinteractions—ateverytouchpoint—withyourbrand.Awell-planneddigitalmarketingstrategycanhelpguidetheway.Aconsumerjourneycanalsobecalledacustomerjourney.Themarketer’sgoalforanycustomerjourneyshouldbetocreateastringofseamless,personalizedexperiencesovermanychannels:email,mobile,social,advertising,andtheweb. Howcanmycompanyasawholeguidetheconsumerjourney? Thefirststeptobuildingrelationshipsthroughconsumerjourneysisputtingyourcustomer’sexperienceatthecenterofeverything.Prospectsandcustomersdon’tseeyourorganizationasyoumightseeit:separateteamsacrossdepartments—marketing,sales,andservice.Theyseeyourbrandsimplyasoneexperience. Itdoesn’tmatterifyourcustomersspeakwithamemberofyoursalesteam,callatechsupportrepresentative,receiveapromotionalemail,oreveninteractwithyourproductontheirown.Eachexperienceisaninteractionalongtheconsumerjourney,andconsumersexpectagreatexperienceeverysingletime. Whendoestheconsumerjourneybegin? Theconsumerjourneybeginsbeforethecompanyorcustomermightevenrealizearelationshipisdevelopingandcontinuesthroughtheconsumerdecisionjourneyandtheconsumerpurchasejourney.Thismakesitcriticaltoestablishandnurtureyourbrandpresenceinthecommunityandacrossallchannelsatalltouchpoints. Forexample,let’ssaysomeoneisspeedingthroughawebsiteandseesabannerad.Maybeheorsheonlyreadsitbrieflyanddoesn’tthinkaboutitatall.Weekslater,someonementionstheproduct,andsuddenlytheprospectthinks,“IfeellikeI’veseenthatcompany’sad.”Animpressionhasbeenmade,andtheconsumerjourneyhasbegun. Here’sanotherexample:A5-year-oldisgivenadollforherbirthday.She’sneverseenonelikeitbefore,butsheinstantlyfallsinlovewithit.Althoughthedollcompanydoesn’tknowthatthelittlegirlhasitsproduct,theconsumerjourneyhasbegun. Doestheconsumerjourneyend? Aslongasarelationshipwith—orevenanopinionorunderstandingabout—acompany,brand,orproductexists,theconsumerjourneycontinues.Thisistrueevenwhenacompanyisnolongertheretohelpguidetheexperience.Soifacompanyisboughtorgoesoutofbusiness—oraproductlineisdiscontinued—itdoesn’tmeantheconsumerjourneyisover. Thejourneyalsocontinuesifcustomersaredissatisfiedwithaproduct,brand,orcompany.Theymightsay,“I’llneverspendanothercentonthemaslongasIlive,andI’lltelleveryoneIknowhowunhappyIamwithmyexperience.” Althoughthecustomerisunwillingtoinvestanymoremoneyinthecompany,arelationshipstillexists.Inthiscase,it’sanegativeone—andthiscustomermightleaveanimpressiononothers.Theconsumerjourneycontinues,althoughitwillbemuchharderforthecompanytoguideit. Tosummarize:Thebestmarketersmanageconsumerjourneysasiftheywillneverend.Customersareinthedriver’sseat,butcompaniescanberighttherewiththem,nudgingeachcustomerintherightdirection. HowdoImanagepersonalconsumerjourneysforeverycustomer? Marketingautomationsoftwarecanhelpmanagetheconsumerjourneyforeachindividual.Withfunctionalityfordeterminingaudiencesandcreatingrelevantcontentquickly,youcanbuildyourmarketingstrategyarounddynamicandpersonalizedcontent—allfromoneinterface.Thisfreesyouuptospendmoretimethinkingaboutwhatyoudobest:growingyourbusiness.   Learnhowtogetstartedwithcustomerjourneys. Joinusforthewebinarwherewewillprovideyouwithreal-world,no-fluffguidanceformappingandimplementingjourneysinyourorganization. WATCHNOW Whatisaconsumerjourneymap? MarketingCloudhelpscustomersillustratetheirmarketingstrategieswithjourneymapsinJourneyBuilder.Ajourneymapisavisualizationofvariouscustomerinteractionswithyourbrand.Formarketers,thesemapsoftenincludeexperiencesonmultiplechannels.Pathsorbranchesonthemapexpresspossibledifferentexperiencesthatmightbetriggeredbasedoncustomerbehavior. Questions?We’llputyouontherightpath. AskaboutSalesforceproducts,pricing,implementation,oranythingelse—ourhighlytrainedrepsarestandingby,readytohelp. Contactus ORCALL CALLUS 1-800-NO-SOFTWARE