Page 8 - AeM_Oct_2018

RESEARCH, ANALYSIS & TRENDS

The success factors of a personalized

customer journey

Today’s challenge is no longer the availability of prospect to build the bridge between his problem and
information but its abundance, bringing us the marketing he promise of the product. Hence, the attention is low
issues we are dealing with now for decades. In all this for such a communication and the subsequent
noise, it is not only harder than ever to be found by conversion to the customer. The attention of a
customers, making things worse is the fact that the prospective customer rather receives the very pointed
average attention span of today's media users has information, which helps him to answer urgent
slipped below that of a goldfish. questions of his current purchase decision phase.

Looking at the changed purchasing decision behavior - Google is taking account of this expectation with many
the Customer/Buyer Journey - the extent of the far- adaptations of its algorithm in recent years as well as
reaching challenge for marketing is getting clear. emulating more and more of this search behavior and
the associated expectations. The decisive ranking
The customer journey has changed factor of search results is the expected relevance of the
information behind the search result for the searcher.

The digital transformation clearly left its mark on buying
decision-making behavior, considering that more than Companies face double the challenge
80% of all purchase decision-making processes
nowadays start on the Internet with a search on Google Classical advertising information, which focuses on
& Co. Yet, the decisive change is how interested parties direct conversion in a product-focused manner and
search or how search engines create their search results does not pick up the interested parties in their problem
today. For instance, more than 70% of all Internet or demand situation, receives less and less attention
searches today are demand-driven or problem-driven. and has a lower impact. Information that is not helpful
Not a brand or a product is at the center of attention, but and relevant to the prospect will no longer appear on
a generic description of the current starting situation their radar as it is listed in the search results
(problem) or the desired target situation (need). The subordinate. This information does not even have the
prospect seeks guidance and assistance in answering chance to get the attention of the interested party.
the questions that arise in the current phase of the
purchase decision. Accordingly, marketing communication faces the task
of turning the perspective of its communication by 180
In this situation, the direct commercial presentation of a degrees: away from the brand and product-centered
product would not really help because it imposes the presentation to a problem-centered and demand-

8 October 2018 - Personalized & Customer-Centric Content Marketing