The following four vectors define the foundation of journey based marketing!
Customer state – Where the customer is wrt journey with your brand
Engagement content – Content that influences customers ongoing decisions and image about your brand
Mode of interaction – Channel adopted for interacting with the customer
Time of interaction – When to trigger the next interaction
Journey based marketing starts with understanding customer state. There are 2 key dimensions when it comes to defining customer state from an engagement perspective. The dimensions are independent entities and need to be applied with an appropriate weight.
Customer preference perspective – This refers to understanding or knowing the customer based on declared and implicit preferences
Behavioral engagement perspective – This is the state the customer is sharing through current and most recent behavioral engagement trends
Next step is determining engagement content defined in the next blog in this series.
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