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From our research on managing digital marketing it's clear that there is a major challenge for many marketers of creating integrated strategies and communications plans. From a customer point-of-view there is also likely to be a poor experience if their customer journeys are unclear or restricted by the inability of brands to integrate their communications and experiences.
Since improving your customer journey can be one of the most effective ways to boost online leads and sales, we asked respondents which analysis techniques their businesses were using to research and improve the effectiveness of their customer journey.
You can see that using customer personas and customer journey mapping has become a popular approach which is great to see. Improved focus on customers can only be a good thing, both for businesses and their customers.
In our customer persona template we show how different techniques such as customer persona development, customer journey analysis and content mapping can be used to review and improve digital experiences in conjunction with conversion rate optimisation.
It's also good to see that AB testing is now widely applied, by nearly half of businesses. Less positive is that voice of customer surveys (VOC) where customers are asked about their CSAT and NPS are less widely used.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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