A customer journey model, like a marketing funnel, is helpful when tracking customer progress toward a desired action (conversion). As with any decision path, the coordination of sound strategy and timing of tactics is key to success.
The goal of any sales journey is to be in the right place at the right time.
Have you ever tried to hit a firefly with a pebble? In today’s morass of messaging, marketing must work harder and smarter, looking beyond the finite universe of tactics to satisfy strategies that coincide and bring the customer positive brand experiences in a timely manner. If we understand the circular (and at times organic) nature of the customer journey and look beyond our tactics to products and properties that enhance and capture brand advocacy, we increase our chances by launching not just the same pebble our competitors have access to, but multiple pebbles from different directions, at the right moment. With this type of approach in-mind, your chances for building a strong, sustainable brand increase exponentially.