The Forgotten Step in Digital Journey Maps
Far too many times, as marketers, we forget to close the loop. We are very good at planning and implementing, but there is a forgotten step in this digital age. 
We all know there is a strong connection for people and reviews. This is strongly indicated in research, but it is also just common sense. We prefer word-of-mouth advertising to any form. We find it more credible and useful.
The forgotten step is the “reviews” step: Encouraging, asking for and arranging for reviews from credible testimonials on review sites. Smart marketers include star reviews on a page, indicating positive feedback.
On several occasions, I’ve had someone hand me a card after an event which offers the place where I can go to review the experience. That makes it easy for me and a good reminder for when I get home.
So when you are diagramming your brand journey map, make sure you are remembering the Review phase at the Promise phase. They are connected and equally important.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
