In today’s content-crazed, fragmented world of social media, video, apps, text and technology overload, as a marketer, it’s real easy to get off track with your marketing when new tools and methods are constantly being introduced what seems like every week. Research shows that consumers are connecting with varying digital channels more and more.
With today’s advanced metrics revealing more consumer behavior patterns than ever before, the term conversion has risen to the top of the discussion food chain in marketing circles. What it hasn’t done yet is provide a crystal clear definition as to why a conversion should be looked at differently based on where the customer touch point location in the funnel is.
How many times have you sat at your desk in the morning wondering what content to create and if it is really needed or not? Hmm… regardless of how many cups of coffee you have, the answer to that question is not going to be easy to find unless you already have a process in place.
Every customer has a problem they are looking to solve as a consumer. Sometimes it’s glaringly obvious, other times the problem needs to be pulled out of them because it’s not easy to see. Whichever it is, it will be easier to market to a prospective customer if you know the problem you are trying to solve.
Today’s business schools should really spend some time on touch points and personas or the next generation of marketers will overlook a very important component of their marketing strategy. This article is about the importance of the target audience (or persona) and the touch point. It also uncovers some key questions embedded in a touch point location which today’s digital and social marketers need to answer. Here we go.