The following customer attributes need to be assessed when calculating engagement weight of the associated content, especially when defining journey based marketing.
Engagement funnel – Identifying how close the customer is to conversion.
Lifetime value – Customer loyalty/long term relationship with our brand
First party referral/influencer strength – The ability of the customer to influence your brands value
Third party referral/influencer strength – Ability of product reviews/comments influencing customer’s decisions
The final step in journey based marketing is determining channel and time Interaction vectors. These attributes are relatively more dynamic and need to be assessed based on the following factors.
Customers most recent implicit behavioral preferences – How best the customer responds to the most recent content
Nature of content – Loyalty vs retail product sale, for instance
Channel effectiveness – Determined by the nature of the target content or message
A well defined martech system leverages data science, content management and content distribution tools to manage customer’s journey with your brand adopting the vectors defined within the above dimensions.
In the next blog we will go over how martech tools can help activate an effective journey based marketing.
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