{"id":52952,"date":"2022-04-04T00:00:02","date_gmt":"2022-04-03T16:00:02","guid":{"rendered":"https:\/\/www.grab.com\/ph\/?p=52952"},"modified":"2022-03-30T15:00:55","modified_gmt":"2022-03-30T07:00:55","slug":"the-relevance-of-digital-marketing-to-the-customer-lifecycle-journey","status":"publish","type":"post","link":"https:\/\/www.grab.com\/ph\/community\/the-relevance-of-digital-marketing-to-the-customer-lifecycle-journey\/","title":{"rendered":"The Relevance of Digital Marketing to the Customer Lifecycle Journey"},"content":{"rendered":"\t\t
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Customer experience and digital marketing are too often seen as separate ideas\u2014and for good reason. They are two very different things after all, with customer experience (CX) pertaining to the various interactions that each customer will have with a brand, highlighting both the experiences that build brand loyalty and drive repeat business, as well those that lead to customer churn or to people bringing their business to competitors. Digital marketing, on the other hand, comprises activities whose main purpose is to get people interested in a brand, to deliver value, and to create long-term relationships with customers.<\/p>

All this being said, one cannot simply separate the need to deliver a good customer experience from digital marketing. It is as vital to digital marketing as it is to any other marketing discipline. All marketing activities, whether mediated by digital technologies or not, should be done with customer experience (CX) in mind.<\/p>

This realization is one of the cornerstones of Grab\u2019s success in different Asian markets. In this quick guide, we\u2019ll quickly explain why customer experience and digital marketing campaigns are, in fact, inseparable from each other, especially given today\u2019s intensely competitive online selling environment.\u00a0 We\u2019ll also fill you in on the typical customer journey of an online buyer, and how GrabExpress and being a member of the Madiskarteng Boss Club can actually improve your marketing efforts, as well as overall customer experience with your brand or business.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Cultivating Better CX throughout the Customer Journey<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ultimately, it may be time to stop thinking of customer experience and digital marketing as different concepts.\u00a0Speaking to\u00a0CMS Wire<\/a>, Carla Johnson, a bestselling author of multiple marketing and business strategy books explains, \u201cIf your digital marketing strategy doesn\u2019t take into account that it delivers to the customer\u2014the user experience of the brand\u2014then the time and budget you invest in digital marketing will never live up to its potential.\u201d<\/p>

To understand what this means, you may want to familiarize yourself with the idea of the customer journey, particularly through\u00a0sales or marketing loops and funnels.\u00a0Marketing loops and funnels are models that illustrate the points of interaction between a customer and your brand. These models can allow you to visualize the marketing process, customer journeys and purchasing processes, as well the areas where you could improve on CX.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What Does the Typical Digital Customer Journey Look Like?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For online businesses, customer journeys tend to follow these steps:<\/p>