Nowadays the digitization of the customer journey has really changed consumer behavior and expectations. And following the multiplication of channels and the fact that customers all solicited from all sides, the customer journey has also become more complex. It would be wrong to think of it as a well-defined, linear journey. In reality, it is fragmented and unpredictable. Customers can change their mind, use different channels (online or not), view a page on their PC or mobile device and see one of your ads on a social network without necessarily clicking it. It is vital that you understand how complex the customer journey has become and adapt to this new context.
Marketing automation has become vital for creating personalized customer journeys that are adapted to consumers’ behavior and expectations, allowing you to deliver the right message, to the right customer, at the right time, through the right channel.
With marketing automation you can automatically identify and exploit key instants and events in the purchase journey and customer lifecycle, allowing you to significantly improve the purchase, engagement, conversion and retention rates.
You can thus engage with new customers and reactivate existing but dormant customers.