Leveraging Digital Marketing for the 21st Century Enterprise

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Digital Marketing Authors: Pat Romanski, Kevin Benedict, Emily Jackson, Ankit Panchal, Mehdi Daoudi

Related Topics: Agile Digital Transformation, Digital Marketing

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Digital Journey or Customer Journey?

A central facet of digital marketing is the customer journey. This journey takes an anonymous visitor (either online or in a physical location) to becoming an identified prospect to the purchase transaction, and then onto becoming a happy customer (who might buy more) or an unhappy one (who needs some kind of special treatment to become happy again).

journeyhttp://intellyx.com/wp-content/uploads/2016/02/journey-768x498.jpg 768w, http://intellyx.com/wp-content/uploads/2016/02/journey-1024x664.jpg 1024w, http://intellyx.com/wp-content/uploads/2016/02/journey-600x389.jpg 600w" sizes="(max-width: 300px) 100vw, 300px" />Simple enough – but for all you marketers out there who’ve been at this for a while, you’ll notice that there’s nothing particularly new about the notion of a customer journey. In fact, customer journeys actually date back to the dawn of commerce, thousands of years ago.

The central notion of a customer journey is essentially that the purchase transaction is only a part of a merchant’s hopefully lifelong relationship with their customer – and furthermore, that relationship is important to the performance of the merchant’s business overall.

It doesn’t matter whether you’re selling fish at an open air market, running a general store in the Old West, or hawking your wares online. Building relationships with customers that begin before they buy anything and extend well after their first purchase are the key to maximizing the value of each customer to your business, and thus the key to profitability overall.

Why, then, is there so much talk about customer journeys now, as though the rise of digital was somehow responsible for the entire notion? It seems that digital discussions have co-opted the customer journey entirely – leading to the concept of a digital journey. Does a digital journey even make sense?

Read the entire article at http://cxblog.dynatrace.com/index.php/2016/02/25/digital-journey-or-customer-journey/.

Dynatrace is an Intellyx client. At the time of writing, No other organizations mentioned in this article are Intellyx clients. Intellyx retains full editorial control over the content of this article. Image credit: Robert Couse-Baker.

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More Stories By Jason Bloomberg

Jason Bloomberg is a leading IT industry analyst, Forbes contributor, keynote speaker, and globally recognized expert on multiple disruptive trends in enterprise technology and digital transformation. He is ranked #5 on Onalytica’s list of top Digital Transformation influencers for 2018 and #15 on Jax’s list of top DevOps influencers for 2017, the only person to appear on both lists.

As founder and president of Agile Digital Transformation analyst firm Intellyx, he advises, writes, and speaks on a diverse set of topics, including digital transformation, artificial intelligence, cloud computing, devops, big data/analytics, cybersecurity, blockchain/bitcoin/cryptocurrency, no-code/low-code platforms and tools, organizational transformation, internet of things, enterprise architecture, SD-WAN/SDX, mainframes, hybrid IT, and legacy transformation, among other topics.

Mr. Bloomberg’s articles in Forbes are often viewed by more than 100,000 readers. During his career, he has published over 1,200 articles (over 200 for Forbes alone), spoken at over 400 conferences and webinars, and he has been quoted in the press and blogosphere over 2,000 times.

Mr. Bloomberg is the author or coauthor of four books: The Agile Architecture Revolution (Wiley, 2013), Service Orient or Be Doomed! How Service Orientation Will Change Your Business (Wiley, 2006), XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996). His next book, Agile Digital Transformation, is due within the next year.

At SOA-focused industry analyst firm ZapThink from 2001 to 2013, Mr. Bloomberg created and delivered the Licensed ZapThink Architect (LZA) Service-Oriented Architecture (SOA) course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, which was acquired by Dovel Technologies in 2011.

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting), and several software and web development positions.