Nearly 90 percent of marketers agree that a “deep understanding of their buying audience is critical to creating content,” so says a recent study by Akoonu.
One of the best ways to fulfill that deep understanding is through building a buyer’s journey map. Seventy-five percent of the people surveyed said they built buyer personas and developed buyer journey maps. Most do this through interviewing techniques with customers and sales departments.
The journey mapping experience is becoming more and more important in determining the right media mix to use to reach audiences in the cluttered, fragmented mobile world. We use a variety of research techniques to accomplish this, including Creative Fusion Sessionssm and qualitative research to build a map that will help dictate content, messaging and touchpoints along the journey.
We all walk the journey with our stakeholders. We just need a process so we know we provide direction all along the path.