What Is The Need Of Martech Influence On Customer Journey
Marketers, since ages, have focused on employing strategies to impact customer behavior at the top of the marketing technology funnel. It’s essential to understand how marketing and technology converge and identify where Martech influence on the customer journey.
Recently, utilizing Martech to nurture brand sentiment at every stage of customer journey are getting more widely acknowledged.
To succeed in today’s age of digitalization, businesses need a widespread online presence.
Companies have started realizing the importance of leveraging data to empower customers.
They are sharpening marketing content, that will support sales force throughout the customer journey in Martech.
Today, 63% of marketers use customer journey mapping.
Connecting martech to different points in the journey can be helpful to identify opportunities for improvement.
Previously, marketers only thought of investing in solutions aiming only at campaign tracking, reporting, and other tools.
However, today they ought to explore adding new technological strategies designed to optimize the entirety of a customer experience journey in Martech.
Customer experience is essential, but many companies are paralyzed and don’t know how to start a customer-centric strategy.
So, let’s begin with the very basic definition of customer journey and finish off with the tip of the marketing technology funnel.
What is a customer journey map?
You might agree that the top priority for marketers today, is to lead the company in finding better revenue by enhancing customer experience.
So, instead of pointing to a particular structured route, let’s start off outlining the customer journey map.
A customer journey map is your customers experience with your brand, their interactions with your brand and a long-term relationship.
Instead of looking at just a part of a transaction or experience, the journey documents the full experience of being a customer.
Moreover, a customer journey map documents your customers’ touch points online and offline, and how you measure each touchpoints effectiveness.
Unlike marketing technology funnel, it also portrays multiple paths where customers are making decisions and reacting to the brand interactions.
Additionally, it can also help your marketing team to focus your advertising and content development for specific customer personas.
It enables marketers to understand how customers are interacting with you.
Whether you need to improve the ways to increase customer satisfaction, engagement, conversions and upsell opportunities or all is good.
Organisations should have a customer-centric approach, which could be something similar to the below map of customer journey.
In a gist, a perfect customer experience requires people, process, and technology.
Marketing now needs to manage the entire customer experience and shape the overall business strategy.
For this, all technologies must come together.
Now, let us see what the importance of a customer journey is.
Advantages of creating customer journey maps
1. Get valuable insights
Before you start mapping out the customer journey you need to figure out the stages your customer passes through to reach your brand.
The customer acquisition model consisting of the following stages – awareness, consideration, decision, and retention.
Customer journey mapping gives you an insight into customers’ expectations of the brand at each step of their journey.
It helps you create customer experiences that motivate customers to reach the last point of the journey.
2. Understand customer expectations
A steady customer experience journey can foster repeat buys, while also create a differentiating factor for your brand in the market.
You can understand the channels and touchpoints your customers most probably are looking for.
From here you can comprehend what expectations they have for your product and why they might drift away.
3. Predict and influence consumer behavior
A customer journey map informed by the right data is a great blessing for you.
It helps you predict and therefore change customer behavior which in turn optimizes the conversion process.
Now, let us discuss martech influence on customer journey comprehensively.
How can Martech influence on customer journey?
Martech is the mix of marketing and technology.
Tech-savvy companies are wisely leveraging a wide range of innovative martech solutions that simplify the process of reaching customers.
Marketers are on a lookout to invest in a Martech stack that helps in optimizing the entire customer journey.
Wondering how does a well-mapped customer journey create seamless transactions to attract new customers with integrated technology stacks?
Let’s see the four main parts of a customer journey map.
For your convenience, we have got a brief example which will help you understand the invisible martech influence on customer journey.
1. Information Search
Need recognition is the first phase of customer buying journey, it implies identifying a need which depends upon choice.
Suppose you want a piece of information about a shoe you wish to buy online.
What’s your first step?
Directly you will go on to a search engine like Google and look for results.
Search engine queries lead you to all e-commerce websites that sell shoes.
At this moment the customer journey initiates.
When a customer asks about a product or service, they are prospects.
Some buyer searches accordingly to brand value, some from the economical aspect, and some from post-purchase support.
Haven’t you come across this option of filtering according to your choice.
This level of personalization helps in easing out the search results for the customers.
Machine intelligence can predict buyer behaviors with a specific end goal.
It can ceaselessly channelize how your brands engage shoppers, optimize campaigns and drive performance.
They break down information progressively to adapt experiences to the dynamic nature of today’s consumer journey.
Every data set is confidential and very important to create a campaign on how customers behave to a particular product or services.
2. Alternative Search
Everyone likes to compare different resources and select the best out of the lot.
Comparison plays a vital role in identifying the pros and cons of a product or service which helps to take a decision.
The differentiation can be based upon features, pricing, customer service ratings.
Same products can fulfill different needs at a time, so customers already set the boundaries.
Evaluating alternatives in the same product line up also involves martech references.
Marketing and technology bind up the mechanism.
As soon as the behavioral trends are understood, the martech tools should provide clarity in the buying process and comparisons.
At this moment your brand discovery is at stake.
Martech in this regard creates a channel on which customers can compare and choose alternatives.
The primary martech touchpoints at this stage should be advertisements.
These advertisements should directly promote the product, your website, and your pricing page.
Since you already have your customer’s email address, you can use this channel to send them relevant emails.
Automated email personalization and automated web content personalization can be deployed.
See that the message is compelling enough for them to decide on choosing your brand.
When a customer receives an update regarding the products and services, it builds a trust factor and enables future conversions.
This will facilitate them to know your brand better and understand why you stand out.
Also, another angle to purchasing can be, sharing product information with friends for suggestions.
Martech tools and web analytics will keep a track on your web surfing trends, web cache, buying history and advertisement preferences.
Here topic-based programmatic advertisement can be deployed; this is called re-targeting using cookies and profiles.
Additionally, social publishing, social listening, and influencer platforms can also be used at this stage.
This martech influence on customer journey helps customers to be at ease so that the customers land up to the right products and services and choose accordingly.
3. Purchase Decision
The purchase stage is when the prospect becomes a customer.
The purchase decision depends on various trends.
It is dependant on the influence of other sources, customer motivation, urge to buy the product, financial stability.
Only after having clarity on all the factors a customer can buy a particular product or service.
Martech helps to identify the detailed parameters of the buying decision.
Your prospects and clients are active on different social media channels as well.
Why not take advantage of it?
You must follow cross-channel advertising, from email to social media.
Integrate social tools with marketing automation tools.
Doing this will enable you to reach customers where they are, and convey a more superior, and interactive customer experience.
It implies conveying contextualized and educated messages designed to various channels.
Additionally, online campaigns, ratings, and polls give a better idea to the buyer to take a final call before opting for a product or services.
Web analytical tools analyze the research reports and based on desires, and interest’s the products are shown.
This makes a much-improved customer experience by integrating, streamlining and simplifying.
Martech plays an integral role when it comes to conversion.
The cognitive thinking and neuromarketing modules are now available on broader platforms.
Every digital marketing solutions prepare a pre-set model for implementation of product and services.
4. Post Purchase Behavior
Lead generation is a crucial component of the customer journey, but you should not stop after a lead converts into a customer.
Modern marketers need to understand that increasing customer lifetime value has a much higher impact on company revenue.
Think like a customer, after purchasing every customer expects post-purchase services.
Moreover, customers who get excellent customer service are more than willing to spend more money.
Martech providers can use email and SMS marketing automation to engage customers on the go.
These techniques, in turn, validates brand loyalty.
Gathering existing analytical data from website analytics, marketing platform, CRM must be done.
Martech tools like data management systems unify your data into a single platform.
They include all the customer journey insights from the other tools in your martech stack.
Having such knowledge will give you a more comprehensive view of your customer journey.
Interpret the data and analyze each touchpoint to make the journey comfortable, faster, and more pleasant.
Further, you can also create a real-time engagement.
Tips for Improving Customer Journey
1. Implementing the right martech stack
Of course, we need to talk about the “right” stack.
Right from the basics, your investment depends on your strategy, the size of your team, and your budget.
Don’t invest too much in technology build a team that can learn, utilize, and optimize reports through each tool.
All your tools should ultimately contribute to your brand’s ROI, so be realistic about your available resources and set the right expectations.
If you are not sure that you have enough resource that can handle a martech stack, consider hiring an external agency to help.
Martech influence on customer journey is inevitable.
2. Consider new tech trends
These trends are the new buzz but are still in its infant stage.
However, it’s important to consider whether tech – such as Artificial Intelligence or Virtual Reality – for your customer experience.
Consider your target audience.
Your buyer personas are essential in this decision.
To determine the best course of action, use these insights well.
3. Don’t forget data, analytics, and insights
Regardless of the depth of your martech stack, you might get access to data through Google Analytics, social platforms, CRM, etc.
The data is your ticket to continually improving your buyers’ journey and customer experience.
Your analytics and insights can show you where your martech investments will be most worthwhile.
Moreover, all your data, analytics and insights will ultimately translate to proving your marketing team’s ROI.
Customer experience optimization tools track and evaluate the performance of every single customer interaction.
Try to excel at tracking the performance of each channel, measuring customer experience journey in Martech, and pulling data.
Customer journey analytics help you understand the exact point in the customer journey where you are most likely to convert a lead into a customer.
Additionally, you will understand the type of offer that resonates with your leads and where to present that offer to increase visibility.
If you can ace the customer satisfaction at each touchpoint, your marketing funnel with Martech will be in sync.
Utilize the martech marketing funnel to good use, and you’ll see how the customer journey experience in martech improves drastically.
Martech influence in customer journey is prominent and is easily relatable to martech landscape.
If you wish to impact growth and revenue, you need to look at the customer lifecycle as a whole.
Only by listening carefully to customers and by understanding their entire journey can we serve customers effectively.