Key Insights: The new consumer decision journey
- Broadcast: Thursday 28 January 2016
- David Edelman
- 14 January 2016
- 703 views
The surge of digital technologies has created customers so skilled in their use of tools and information that they could chase down what they wanted, when they wanted, at a rock-bottom price. For much of this time, companies have been reacting to customers, trying to anticipate their next move and position themselves in customers’ paths as they navigated the “decision journey” from consideration to purchase.
Through the use of emerging digital technologies, processes, and organisational structures, however, companies are restoring the balance of power to create new value for brands and customers alike. Rather than reacting to journeys that customers "control", brands are shaping the journeys customers take, leading, rather than following them along the path. Marketers are increasingly managing journeys as they would any product, and competing on the strength of the journey itself. Journeys are becoming paramount to the customer experience of a brand, and as important as products as a source of competitive advantage.
In this webinar, David Edelman of McKinsey & Company will discuss the latest technologies and capabilities leading digital marketers are developing to deliver ground-breaking customer journeys.
About the Speaker
- 703 views