Mapping the Buying Journey
admin2019-10-07T08:54:27+00:00A few weeks ago, I treated myself with a pair of Bose SoundSport Free wireless headphones. They’re brilliant. I love them. But even though they have been available [...]
RBS Case Study
admin2019-10-07T08:53:49+00:00Marketing for financial services is difficult. In this article we show how several of the big challenges were tackled by an implementation of Odyssiant at RBS. A [...]
Dynamic content personalises the journey
admin2019-09-25T12:04:58+00:00Personalising content is not hard.... The quest for personalisation remains a marketing obsession, and rightly so. Simply treating customers as a collective mass where the individual’s needs [...]
Knowing your customers needs
admin2019-09-25T09:18:48+00:00If I’m going to buy from you, I need to know you can meet my needs; that’s a no brainer. If I’m going to engage with your [...]
What is “Next-Best-Content”?
admin2019-09-24T15:41:30+00:00When you are reading your favourite news site, browsing a blog or researching a product, or watching a YouTube video you will often see “related articles” or [...]
Needs and Wants
admin2019-09-20T07:50:46+00:00Customer Journey Mapping - needs & wants I want chocolate cake, but I need an apple. I might also want an apple, but I probably don’t need [...]
Persona -> Needs -> Map -> Content -> Marketing Funnel -> Sales Funnel -> Customer
admin2019-09-24T16:45:30+00:00In my previous article “Customer Journey Mapping - Needs & Wants”, I discussed how customers’ needs change throughout their buying journey. That represents a challenge for us [...]
The Commercial Benefits of Customer Journey Management
admin2019-09-19T15:10:51+00:00Chief marketing officers (CMOs) who design and incorporate customer journey management as part of their overall activities outperform all others by 54% (24.9% vs 16.2%) in annual [...]