The dynamic consumer’s journey & how to add value
In the current environment, marketers may get the impression that consumers are hostile to data-driven advertising and content. But contributor Bridget Fletcher argues that's not the case and explains how we can all move forward.
Let’s face it. People are complicated, deeply nuanced, complex individuals, and no two are alike. People embody personalities that span a range of interests — such as parent, athlete, artist, professional — and they don’t predictably switch between these roles. Consumers move between (what marketers call) personas from moment to moment without deliberate intentions of doing so.
The consumer journey — erroneously once described as a linear set of digital interactions with a focused end goal — never existed as it has been described. As marketers, we have attempted to oversimplify consumer brand engagement to a few digital touch points, and in doing so, we have disregarded the intricacy of who we are and how we think.