Developing a marketing strategy today is harder than ever now that everyone from your favorite blogger to fortune 500 companies using marketing automation and data as fuel for engagement. Adding to the confusion is that, almost overnight everyone started talking about something called “Journey Maps”.
Let’s start with a quick peek into the confusion by looking at a Pinterest board I’ve been curating for the past few (click here for a library of journey maps)
As you can see, there are so many hypothetical journeys a customer can take, and yet none of them actually provide a customer feedback loop to tell you if “you’re doing it right.”
Journey Mapping For Real
Using a tool like www.pointillist.com or www.thunderhead.com to complete your marketing strategy by providing a customer data feedback platform, delivers quantitative visualization of customer experiences and touchpoint attribution.
Marketplace Advantage and Operational Intelligence
When you tackle customer journeys and experience paths after creating your content and creative work, (instead of prior) the results are measurable, your insights valuable and business intelligence thrives.
So what’s the answer?
A Journey Map should/will quantify the experiences of every audience,, every person, and every touchpoint at scale.
If you are drawing diagrams that are essentially “horizontal” renditions of old fashioned sales funnels then I suggest learning more about “Experience Design”, “User Experience” and “Human Centered Design”. All of these topics delve into emotional and physical connections to your customer and use diagrams to help facilitate developmental conversations. These practices are also valuable to “Service Mapping” where the goal is to decrease friction between brands and customers.
Disclaimer: I am NOT compensated or sponsored by Pointillist or Thunderhead