Lynda - Customer Decision Journey

Size: 333 MB | Duration: 0h 50m | Video: AVC (.mp4) 1280x720 30fps | Audio: AAC 48KHz 2ch

Genre: eLearning | Level: Intermediate | Language: English

The customer decision journey is a time-tested tool for connecting your brand with customers and differentiating your company from the competition. But like any tool, it has evolved with time. Learn how the decision journey has developed, with digital as the catalyst, and why it's more critical than ever to your business. Dina Shapiro walks you through the process of creating buyer personas, defining and mapping customer touchpoints, and aligning your marketing message to the customer decision journey. This framework will help you create customer-focused, integrated campaigns and experiences by connecting your brand with customers at their most influential points throughout their decision journey.

Topics include:

* How the decision journey has evolved

* Defining and using buyer personas

* Developing insight-driven journey stages

* Choosing touchpoints strategically

* Aligning messaging across the brand's touchpoints