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To truly understand the customer journey, you must first understand consumer intent. By learning what motivates your customers on every step of the customer journey, you are able to anticipate and deliver answers to their questions and concerns while further guiding them through their path to purchase.
Today’s consumer has many different ways of gathering the information they need to make an informed decision before making a purchase. As a result, the customer journey has become a buzzworthy topic. While it’s important to understand how people move through this path, it’s not enough to simply know “how,” “when” and “where” customers are engaging. It’s even more important to understand why consumers behave the way they do
Why is this individual motivated to act in this moment?
Life is full of small moments that influence us in big ways. Be ready to help the consumer at every moment on their journey. Anticipate the answer consumers need before they ask.
Intent-driven marketing relies heavily on data, flexibility, and the use of technology to communicate quickly.
Stop thinking of your marketing in channels and see how the individual engages with your company across all channels and devices.
Companies miss as many as 70% of potential customers on mobile devices because they’re unable to identify consumer intent from data.
It’s only when you understand why people make the choices they make that you can create a unique experience solely for them.
Anticipate an individual’s needs and wants so you will be ready when they are.
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Allen Abbott has a long track record and over 28 years of experience in growing successful retail and direct marketing businesses. Allen shares his deep experience and keen insights in the areas of brand development and deployment, general business strategy, as well as strategic marketing and data solutions. While serving as CEO at Paul Fredrick MenStyle from 2000-2012, Allen oversaw a complete business turnaround and ten years of sustained sales and profit growth during his tenure with the company. Allen’s experience in retail includes executive positions at Exposures, Day Timers, and Bloomingdales. He has a strong track record in growing both top and bottom lines, and is an excellent strategic marketer, team builder and leader.
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