We’re all probably familiar with the term “attribution”. Basically, as business leaders and marketers we want to understand which tactic, channel, and even which specific asset, was responsible for conversions and sales. And with best intentions we double-down on the elements that are performing well. But this may be a little short sighted.
You see, the customer journey in marketing is not a linear path because customers are exposed to multiple touchpoints and influences before making a purchase decision. They may interact with a brand through various channels such as display, digital audio streaming services, traditional radio, social media, email, search engines, in-store experiences, and many others. Each touchpoint leaves an impression on the customer and contributes to both their perception of the brand and top-of-mind awareness. Not to mention that measuring the effects of non-digital assets can be difficult.
Marketers need to understand that the customer journey is not just about the last click or action before a purchase, but also about all the interactions and exposures that led up to that point. The last click may not be the most important factor in the decision-making process. For example, a customer may have seen an advertisement on social media, searched for the product on Google, and then visited the brand’s website before finally making a purchase. In this case, the last click was on the website, but the advertisement on social media may have played a significant role in the customer’s decision to purchase.
To make sure they understand the customer journey, marketers need to adopt a holistic approach to tracking and analyzing customer interactions across all touchpoints. This can be done through using tools such as customer relationship management (CRM) systems, marketing automation software, and multi-channel analytics platforms. These tools can provide marketers with a complete view of the customer journey, including where they came from, what they interacted with, and what led to their final decision.
Additionally, marketers should also use qualitative research methods, such as customer surveys, to understand the their perception of the brand and their decision-making process. This will help marketers identify the most important touchpoints in the customer journey and optimize their marketing strategies accordingly.
Creating a seamless customer experience across all these touchpoints is crucial for driving conversions and sales. This means that all potential interactions should be consistent in terms of messaging, branding, and overall customer experience. By providing a consistent experience across all touchpoints, you will be promoting a positive perception of the brand and they’ll be more likely to make a purchase.
It’s true that Search Engine Optimization (SEO) or Marketing (SEM) is “low-hanging fruit”, but it always important to consider the entire journey and not just the last click. Growth and performance is not a one-trick pony. You need the presence, power, and flow of the entire herd, moving in the same direction in order to be ultimately and consistently successful.
