Thinking, Doing & Feeling

Of all the marketing fundamentals, understanding your customer is arguably the most important.  If you get this wrong, just pack up your bags and go home.

Everyone’s instinct was, ‘yeah, if you find out their age and gender data, that’s fantastic.’ But what we learned is, it’s almost useless. It’s not what they tell you. It’s what they do.
— Todd Yellin, VP Product Innovation, Netflix

Before jumping into tactics, it's critical to ensure you know who your customers are. Not just the basic demographics, but what they are thinking, doing, and feeling. This knowledge will help define your messaging so it is meaningful and relevant to them. It will also help you define how to best deliver the message, which is critical in this age of overwhelming content exposure.

There are many ways to understand your customer and we believe the chosen approach must fit the objective. A commonly used and powerful way to understand your customer or prospect is through a decision journey.

A consumer decision journey is a visual representation of the brand consideration and purchasing process.

 

decision journeys

Mapping your customer’s product purchase journey is key to knowing where, when, and how to market to them. The traditional marketing funnel is dead. Your customers have access to more information than ever before, and have increased mobility, resulting in well-informed consumers with high expectations. 

Journey 2019.png

Each brand and target audience has a unique path to purchase, therefore we customize the development of each journey.  We study their emotions, actions, and thoughts before, during, and after the purchase.  Most important are the pivotal points, which are the behaviors within the journey that are critical to the brand purchase.  These pivotal points identify where you want to focus your marketing efforts.  How is your brand showing up at these points?

 

more

The best way to understand your customers or prospects vary by what you want to learn and how the insights will be used. In addition to customer journeys, we can get to those insights through:

  • Focus Groups

  • Surveys

  • Online Forums

  • Interviews

  • Ethnography

  • In-store Intercepts

  • Shop-a-longs