Comments on: Altimeter Research Theme: The Dynamic Customer Journey

By: Qué canal elegir para llegar a tus clientes | Microgramas Marketing Blog

Qué canal elegir para llegar a tus clientes | Microgramas Marketing Blog — Wed, 08 May 2013 09:34:46 +0000

[...] consumidores. Las premisas de este estudio, The Dynamic Customer Journey, fueron definidas por Jeremiah Owyang en un post. Si partimos de tres realidades incuestionables; nuevas fuentes de información, nuevas formas de [...]

By: The Dim Light at the End of the Funnel | THE SOCIAL CMO Blog

The Dim Light at the End of the Funnel | THE SOCIAL CMO Blog — Sat, 20 Apr 2013 12:47:52 +0000

[...] and creativity. This research will specifically point to what Altimeter Group refers to as the Dynamic Customer Journey. What you’ll learn following your research is everything. Most notably, your business will now [...]

By: The Dim Light at the End of the Funnel - Brian Solis

The Dim Light at the End of the Funnel - Brian Solis — Tue, 16 Apr 2013 14:49:56 +0000

By: Why Newsfeed GRPs Will Become a Standard Way to Measure Marketing ROI | Turnkey Pedia

Wed, 14 Nov 2012 21:02:45 +0000

[...] – Erick Johnson reported that customers receive up to 2,000 brand impressions each day, and Altimeter research found that the customer journey could have as many as 75 digital touch point variances across [...]

By: The new customer journey: less predictable, more complex but a huge opportunity for social business | BLOOM Social Business

Fri, 31 Aug 2012 14:19:32 +0000

[...] These many factors make the customer journey less predicable, more complex and more disruptive than ever before. However, with increased customer touch points comes increased opportunity. Below, I talk through some measures organisations and marketers can take, plus some thoughts to bear in mind to help understand the new dynamic customer journey. [...]

By: How to be prepared for the Paid, Owned, and Earned media disruption [REPORT]

How to be prepared for the Paid, Owned, and Earned media disruption [REPORT] — Thu, 19 Jul 2012 19:17:05 +0000

[...] Owyang calculates 525 potential permutations (different paths along the customer journey) per persona, meaning that the customer is more empowered to make purchasing choices than ever. Brands looking [...]

By: Richard Stacy

Richard Stacy — Thu, 28 Jun 2012 13:50:00 +0000

Jasper,

It is a tool to map behaviour, but it is used to map generic behaviour in order to deliver generic insights and to shape generic, mass responses (product responses or communications responses). It is not used to respond to the consumer as an individual on a personal journey – it is used to respond to the consumer as a segment on a conveyor belt, using a relatively restricted range of channels.

It has been designed this way because it was never possible to respond to the consumer as an individual – the channels simply were not available. Or rather, the channels were so expensive, we could not justify using them to respond to individuals. Now the channels are free and, to a very large extent, are under the control of the consumer / audience themselves.

So we have switched from an environment where brands controlled the channels and consumers were the target to an environment where consumers control the channels and brands are the target. Brands now have to provide the exact information consumers want, in the way (channel) that they wish to receive it and at the exact time that they want it.

Traditional marketing, the one-to-many approach, is not designed to do this, not can it be re-engineered to do this. You need a whole new model.

By: Jasper van Vugt

Jasper van Vugt — Thu, 28 Jun 2012 10:32:00 +0000

There’s the real eye-opener. Thank you Richard! I was always taught the customer journey map is a tool to map behaviour. To tell in what way a consumer is interacting with our brand, product or service, either physically or mentally.

If we use the customer journey map to understand the interactions of our customers with the product, we can then take these insights to enhance the experience.

In other words, the map is not here to push communications, it’s here to pull insights and use them to make a better product.

By: Pete Radke

Pete Radke — Wed, 27 Jun 2012 14:39:00 +0000

Thanks for sharing this disruptive insight. I’ve been advocating for a non-linear journey for years, and I feel validated now. Notice that the people who defend the linear funnel always reference how long they have done so. I think they are threatened by change, and the complexity of the new dynamic realities (ie. closed minded). But your mathematical explanation helps confront obsolete mindsets.
Have you found in your research that people may skip or combine stages? For example, if a friend recommends something low cost like an app, I may purchase it with very little awareness or consideration of it. When I act like this, have I skipped these stages or combined them? I’d love to see more research on this topic. Thanks

By: Curated links: week 22 | Persuasion Paradise

Curated links: week 22 | Persuasion Paradise — Sun, 10 Jun 2012 20:46:30 +0000

[...] Research Theme from The Altimeter Group: The Dynamic Customer Journey. [...]