Customer journey mapping is a visual technique designed to outline how:The brand reaches a consumer’s consideration (evoked) setHow the consumer progresses through the buying decision process and selects a suitable brand, andThe consumer progresses through consumption and/or use of the product or service.When to use customer journey maps?Because of the nature and the role of […]
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The process of communication can be understood using a model usually referred to as the ‘Communication Process’ or as the ‘Encoding/Decoding’ model. The model has nine parts: source/sender, encoding, message, media channel, decoding, receiver, and response, noise and feedback.
The Communications Process: Encoding and Decoding Find Out More...
What are the extra communication challenges faced in today’s media environment?As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below.Less control of messageNeed more variety of communication toolsNeed to be more entertainingUse of social mediaComparison sites, forums and message boardsInfluence of independent bloggersMore
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Don’t Under-promise and Over-deliver!It’s a common cliché to under-promise and over-deliver, which even some marketing consultants and professional speakers have tended to suggest. The problem with this approach is that it is based on a very simplistic understanding of the customer satisfaction model and is a very poor strategic choice for a firm.Let’s start at
Why under-promising and over-delivering is a poor strategy Find Out More...
