The customer journey has always been at the centre of marketing and advertising strategy. The need to understand influences on customer choice is even more important as the number of media options and digital channels continues to explode.
However, customers are slow to form purchasing habits and slow to change them – driven by rational decisions and emotional reactions which form the basis of brand and product marketing strategies.
We support managers of brands, products and services respond to their customers' journeys by describing their decision-making frameworks, discovering the insights that define them and developing meaningful segments for marketing and communication.
THE CUSTOMER AND AUDIENCE DYNAMICS CYCLE
Define the characteristics of current and potential customers, their attitudes, beliefs, purchasing habits and loyalty towards brands, products and services.
Discover the underlying barriers and drivers that determine their choices and how these are influenced as they move along the touch-points of their customer journey.
Develop a marketing and contact strategy based on identifying target customer segments and engaging them with influential messaging at critical decision-making points.
Refine the effectiveness of marketing strategies by using predictive research to test optional products, services, pricing, messaging and media placement.
Track changes in knowledge, attitudes, behaviour and intentions directly by asking customers and indirectly by monitoring their choices using digital metrics and sales data.