Welcome to part one of the Digital Consumer Journey. In this series, we’ll be exploring the many facets of navigating the modern digital consumer journey as marketers. In each post, we will discuss a different piece of the process.
The digital consumer journey has become much more complex over the past five years. With a multitude of content available through a plethora of channels and devices, the journey is no longer a straight line. Consumers can research every detail of the product or service before their purchase. So, it’s our goal as digital marketers to give them the information they need to make an informed decision. The question is: How do we do this within the modern digital landscape?
The modern digital landscape offers an abundance of options for consumers to consume content. Facebook, Instagram, Twitter, LinkedIn, Google, Youtube, Twitch, and streaming TV are just some examples of the multitude of channels available to them. Beyond multi-channel consumption, consumers also have multiple devices to consume content on each of these channels, including mobile, desktop, laptop, SmartTV, and connected TV.
Each of these channels is oversaturated with advertising that overloads viewers with messaging and quite often, the relevancy of the ad to the consumer is very low. As digital marketers, it’s our job to ensure that the content we’re providing to consumers is relevant and personalized. Not only does this increase the success of our campaigns and maximize the dollars spent, but it’s also a recipe for happy, satisfied consumers.
In our next post, we will begin exploring step one of navigating this convoluted journey with “Mapping The Journey”.