Customers must be at the core of comms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 09, 2021, 6:05 PM UTC

Mapping out the customer journey can help brands create effective communication strategies.

Companies must map out customer journeys to identify potential challenges and friction on the road from discovery to purchase. Marketers should carefully analyse each stage of the buyer’s journey to spot content gaps and opportunities.

Conducting consumer and industry research, trend analysis and developing personas can help marketers identify potential communication opportunities. Marketers should also determine popular communication channels used by their target audience.

They should use these insights to target the right audiences with relevant and appropriate content that addresses specific consumer queries along the buyer’s journey. Putting the customer journey at the core of communication strategy can help brands communicate effectively and attract the right customers to build “a strong and lasting brand.”

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