In the past, the customer journey was thought to be, or at least accepted as, primarily linear — meaning customers followed a predictable path to purchase over and over. For example, an individual might see a commercial, research the product online and head into the store to purchase it. It was the same templated process for decades, though the awareness and research stages might have occurred through alternative channels. Brands advertised to prospects and customers in a similar fashion. After all, why would you deviate from the touch points where the customers were most likely to interact with you? And for decades this process (mostly) worked. However, with the advancement of technology, such as smartphones and tablets, I've observed that consumer behavior has shifted dramatically, and the customer journey is no longer treated as linear. People jump from device to device, consume information through dozens of channels and can access digital content from almost anywhere in the world. The customer journey now more closely resembles the corkboard and intertwined yarn TV detectives use to connect points of interest to solve a case: The point A to point B road map no longer exists. The way people interact with brands is all over the map. But in a world driven by the customer, brand marketers need to connect these hundreds of customer touch points to better understand their target audiences and deliver more relevant messages across multiple channels. I believe more... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-10-10 14:00:00 UTC ]
News tagged with:
#making sense
#marketing ecosystem
#marketing strategy
#innovative methods
#reach audiences
#digital content
Novelist Scott Turow's 'Identical' is a compulsively readable crime story about brothers, feuding families and a long-ago murder.Over the course of nine novels, Scott Turow's Kindle County has become one the best-known settings in American literature. While fictional locations are not uncommon... Continue reading at Los Angeles Times
[ Los Angeles Times | 2013-10-18 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#american literature
#ross macdonald
#sue grafton
#william faulkner
#short stories
Reviewers label latest book sad, desperate and irrelevant - but readers beg to differ. Continue reading at The Sydney Morning Herald
[ The Sydney Morning Herald | 2013-10-16 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#irrelevant -
#readers beg
Reviewers label latest book sad, desperate and irrelevant - but readers beg to differ. Continue reading at The Sydney Morning Herald
[ The Sydney Morning Herald | 2013-10-16 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#irrelevant -
#readers beg
Are digital sellers undermining the move to automated buying? For a long time, online publishers have worried that the shift to programmatic would undercut their premium business. Some have even created their own private exchanges and are c ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-10-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#digital publishers
#long time
#online publishers
#private exchanges
We live in the age of new media and the kingdom of pop culture, and a new crop of books looks at how those spheres intersect with religion. Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-10-05 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#cultural shifts
#pop culture
Adweek: Tell me about BuzzFeed’s Social Storytelling program, which you launched in May. Jon Steinberg: It’s very much evocative of the kind of authorization and training programs that we did when I was at Google [where Steinberg was strategic partner development manager on the company’s small... Continue reading at AdWeek
[ AdWeek | 2013-08-30 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#consume lots
#full-time staff
With the likes of Flipboard, Google Currents, Pulse and other magazine-style newsreaders competing for your attention, the folks at Inq Mobile are aiming to delight audiences by delivering personalized content from unexpected sources. As creators of one of the first Facebook phones, they're now... Continue reading at Engadget
[ Engadget | 2013-08-28 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#greater variety
#news sources
#news articles
The Web publishing services firm Livefyre has started turning social media content into native advertising for a handful of publishers. Livefyre—which offers publishers social tools like commenting, live blogs and live chats—built Playstation-sponsored social hubs for IGN and AOL's Joystiq... Continue reading at AdWeek
[ AdWeek | 2013-08-15 00:00:00 UTC ]
More news stories like this |
A group of Belgian researchers that concluded shoppers are more likely to buy items at a bookstore (especially cookbooks and romance novels) if the scent of chocolate is in the air. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-08-03 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#buy books
#romance novels
'Speak' was a finalist for the National Book Award for Young People's Literature. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-08-03 00:00:00 UTC ]
More news stories like this |
The film adaptation of Cheryl Strayed's memoir 'Wild' will be brought to the big screen by Fox Searchlight Pictures. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-07-19 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#film adaptation
#cheryl strayed
#big screen
London law firm Russells Solicitors has apologised "unreservedly" for leaking J K... Continue reading at The Bookseller
[ The Bookseller | 2013-07-18 00:00:00 UTC ]
More news stories like this |
'Saving Mr. Banks' stars Tom Hanks as Walt Disney and Emma Thompson as 'Poppins' author P.L. Travers in the story of how the children's book became a Disney film. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-07-17 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#mary poppins
#saving mr
#walt disney
#emma thompson
BuzzFeed is famous for it, Facebook and Twitter embraced it, and The Atlantic got blasted for it. Native advertising may be all the rage, but if brands and publishers aren’t careful, it could trigger some regulatory repercussions, analysts ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-07-11 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#native advertising
The Independent Publishers Guild has brokered a deal with Ingram Content Group to support IPG... Continue reading at The Bookseller
[ The Bookseller | 2013-06-19 00:00:00 UTC ]
More news stories like this |
Starr's book will be illustrated by children's books illustrator and author Ben Cort. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-06-11 00:00:00 UTC ]
More news stories like this |
There is no convincing technological reason preventing ebook interoperability between different... Continue reading at The Bookseller
[ The Bookseller | 2013-05-16 00:00:00 UTC ]
More news stories like this |
Arts Council England’s new director for libraries has said he would like to “change... Continue reading at The Bookseller
[ The Bookseller | 2013-05-09 00:00:00 UTC ]
More news stories like this |
By James Sturdivant B ack in March, my Publishing Business Group colleagues and I paid a visit to the Brown Printing Company plant near Allentown, Pa. According to their website, Brown prints over 180 consumer... Continue reading at Publishing Executive
[ Publishing Executive | 2013-05-02 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#custom content
#james sturdivant
South Africa is making itself known as a home for digital startups. Among the hottest is Snapplify, a digital publishing solutions provider with a growing global profile. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-04-01 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#south africa
#digital startups