The Evolution of the Customer Journey in the Age of Social Media

Summary

In this article, we discuss how social media has changed the way marketers approach their audience. We emphasize the importance of listening, engagement, and using social data as a feedback loop. We also discuss the need for organizations to break down silos and organize like a social network, with the idea at the center and different functions replicated around word-of-mouth. The use of social data to inform the entire process from brand creation to campaign performance is becoming increasingly important.

The Importance of Socializing Every Aspect of the Customer Journey
The Role of Social Data in Marketing Strategies
The Future of Social Media in Marketing

The Importance of Socializing Every Aspect of the Customer Journey

The customer journey has evolved into a complex, social media-driven landscape, with the website at the center. Brands need to focus on socializing every aspect of the customer journey, optimizing campaigns in real time through influencer algorithms, and measuring the impact of word-of-mouth through data. Great creative is important, but it needs to be informed by data and consumed and shared as a link. To adapt to these changes, organizations need to break down silos and organize like a social network, with the idea at the center and different functions replicated around word-of-mouth.

The Role of Social Data in Marketing Strategies

The use of social data to inform the entire process from brand creation to campaign performance is becoming increasingly important. The speaker discusses how social media is changing the way marketers approach their audience, focusing on listening, engagement, and using social data as a feedback loop. They emphasize the importance of creating a tight brand promise, understanding the behavior of the customer online, and socializing a calendar to place word of mouth at the center. The speaker also mentions a study that correlates social media performance to share price, but notes that the real value of social media lies in its ability to provide real-time feedback and improve overall business practices.

The Future of Social Media in Marketing

In the next 12 months, the speaker predicts a continued emphasis on using social data to inform marketing strategies and an increased use of dashboards to mine social media for purchase intent. Brands need to be able to adapt to these changes and focus on building relationships with their customers through social media. The future of marketing is social, and brands that are able to leverage social data and build strong relationships with their customers will be the ones that succeed.

Conclusion

Social media has fundamentally changed the way marketers approach their audience. Brands need to focus on socializing every aspect of the customer journey, using social data to inform their marketing strategies, and building strong relationships with their customers through social media. The future of marketing is social, and brands that are able to adapt to these changes will be the ones that succeed.