When to use customer journey maps?

  Customer journey mapping is a visual technique designed to outline how: The brand reaches a consumer’s consideration (evoked) set How the consumer progresses through the buying decision process and selects a suitable brand, and The consumer progresses through consumption and/or use of the product or service. When to use customer journey maps? Because of … Read more…

The Communications Process: Encoding and Decoding

  Why is the communications process important? Promotion, also referred to as marketing communications, is the process of an organization communicating information about their brand and products to the marketplace (customers, stakeholders and the public). From the above definition, it is clear that the basis of promotions is communication. Therefore, to understand promotions, the process … Read more…

Why under-promising and over-delivering is a poor strategy

  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. … Read more…