We have completed a series of articles on various campaigns that make up customer journeys. I hope we have successfully sketched the basic features of each of these campaigns and given an idea of what they might look like. As can be deduced, each of them has its own specific characteristics and distinguishing features. Each should be planned according to some common rules, but also some specific, unique ones for a given type. It is important that our campaigns form an integrated whole. The overall customer journey should be consistent, and successive campaigns should have common points so that the lead that goes from one stage to the other (e.g. from a welcome campaign to an onboarding campaign) feels that there is continuity, meaning and that your messages are compatible.
Data from campaigns
Articles on examples of the campaigns described so far will appear on our websites. Of course, a full understanding of this topic is only possible in practice. When creating a campaign, we can learn some nuances that are difficult to explain clearly in theory. By monitoring the effects of our campaigns, we can observe and analyze what is good (effective) and what is bad. By receiving feedback from the recipients of our messages, we can learn how to compose and maintain marketing campaigns that arouse curiosity and the reactions we want. The theory is important and it is worth being well prepared to create customer journeys, but working on a real mechanism is irreplaceable. Given the possibilities of the marketing tools available today, the options are basically limitless. On the one hand, we are able to implement almost every element of the campaign that we come up with. On the other hand, thanks to artificial intelligence and incredible level of development of marketing automation tools, we can constantly learn about new products and how to implement them. As in many other areas, it is impossible to say today that you already know everything about marketing automation. The pace of development is so fast that it is practically impossible to keep up.
Your ideal customer
The role of the modern marketer is to try to predict the customer’s behavior. By creating personas, different types of campaigns, entire customer journeys, landing pages, email templates, reports, dashboards, each marketing team tries to overtake others and invent a golden mean, bringing the most effective call-to-actions, the highest customer lifetime values , and the best ROI. It requires constant learning, following new products, testing modern solutions on a regular basis and regular monitoring of the results of the actions taken. The customer journey is a marketing structure that has several basic advantages. It helps you to identify customer personas, systematize activities, obtain valuable insights right from the customers, identify touchpoints, create time frames, understand customer expectations and goals, and predict behavior, but also attempt to influence them. This is a kind of new work concept that allows you to achieve high efficiency, despite the increasing demands of the customers.
The art of marketing is to provide recipients with such content that will be satisfying for them, or even delightful, which will convince them to interact with the sender, move to the next stage, and establish relationships. Tools such as customer journey mapping can help a lot in this, but the marketer must also have a good sense, make skillful segmentation of the audience, find the right touchpoints, choose the right communication methods and the right platform for contacting customers but also match the right message for each audience. It is worth working with professionals who can do it well and learn marketing automation with their help rather than wandering blindly, trying to master this art on your own.