Create experiences that enable self-reflection

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 19, 2021, 5:26 PM GMT+0

B2B companies should focus on developing digital experiences that enable self-reflection.

A recent Gartner study found that 87% of senior B2B marketing leadership prioritise customer-facing digital business initiatives to meet 2021 goals. But, only a quarter of B2B customers reported experiencing something different from their recent branded digital experience.

Developing a digital experience that enables the customer to self-reflect can have a more significant impact than user experience functionalities like cross-channel seamlessness. To create a self-reflective learning experience, marketers must understand their customers and the tasks they must complete across those journeys. 

Instead of a transaction-related task, brands should analyse customer journey maps to identify activities that are closely aligned with a customer’s tasks, like setting goals and identifying problems. They should then create experiences that can help clients accomplish those targets. 

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