The concept of customer journey has existed since homo sapiens walked this earth, but it was not defined until the 1980s, where it led to companies branding themselves with huge success.
However, since then we have developed from being homo sapiens to being more, well… phono sapiens.
A 15 year period of constant social media checking through our smartphones comes from the developed constant fear of missing out on everything that is happening. Furthermore, navigating through the advertisement overflow on the internet has disrupted our attention span into being a little less than that of a goldfish!
In the recent decade marketing departments have been trying to solve this problem by making more and more content marketing to try and capture the attention of their target groups by providing them with valuable content.
But content is not king anymore. The outrageous competition about who can create the most content has made consumers develop a mental spam-filter. This means that 80 % of all marketing output is not even perceived – neither consciously nor unconsciously.
What does this mean for you?
If you are a fellow marketing professional, you have considered how to perfect your work with your target group in mind.
The customer journey of your target group will influence the marketing content you create and you have probably come across and used this simple model to adapt:
- They see your advertisement
- They consider your product
- They make a decision
- They form a relationship with your brand
However, with the much lower attention span due to information overflow and the mental spam-filter from highly competed marketing channels, each of these phases have developed severe impactful problems:
- They now see advertisements from companies as spam
- They now only engage if they know and trust the brand
- They now have an all-time low decision making capability
- They now base their relationship with you via the influence of others
Reports from leading consultancy firms show that these new behavioural responses create a single main issue for companies and consumers collectively: Trust.
Most marketing channels such as Facebook, LinkedIn, Instagram are overloaded with companies trying to get their message across, but for companies it is almost impossible to push through the noise. Hence consumers filter out almost all of the advertisements!
This is one of the reasons why both influencer marketing and interactive marketing channels are becoming increasingly popular…
.. Are you interested in learning how to solve these problems?