Originally at https://searchenginewatch.com/2016/06/22/cross-channel-marketing-three-tips-from-our-customer-journey-report/

One of the biggest problems marketers have today is in dealing with the changing nature of the customer journey and figuring out how they should plan their cross channel marketing strategies.

In order to address this, ClickZ Intelligence has just published its Future of the Retail Customer Journey report, available to subscribers.

The customer journey has been changing significantly over the past few years. This was highlighted recently in Mary Meeker’s annual trends report.

meeker report

In our report we highlight that the traditional linear customer journey that resembles a funnel has changed to one that is much more dynamic with the explosion of digital channels.

The author Martin Talks sums this up saying:

“Today, the process that shoppers go through online is much more complex and varied. The new multi-channel journey is characterised by customers weaving in and out of online and offline using multiple devices and accessing information provided by a variety of sources, including fellow shoppers, wherever and whenever.”

So how can marketers respond? Below are a few key tips.

Accept and facilitate cross channel behaviour

In the report we give an example of how a lack of adaptation caused Jessops to collapse, with the staff not being very happy with how customers had been “showrooming.”

jessops sign

Instead brands should look to adapt to this by providing great cross channel, multidevice experiences.

An excellent example of this comes from Neiman Marcus, where customers can use the app not only to shop but to FaceTime wit…

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