Customers employ a broad array of channels to discern new products they would like to buy, and some of them, like word-of-mouth, are very important to customers, but not directly under marketers' influence. This presents a challenge to marketers' contemporary thinking and practices. "Marketers don't really organize around the customer and how they behave; they organize around the channels and how people use those channels". In bid to stay with customers at every step of the way and be significant to them, marketers need to think holistically. "We want to, as marketers, try to understand what their journey looks like — when are they going into the store, when are they going online, why are they doing that, where do they see the value — and try to really craft a journey that captures that." Once the consumer journey is designed and after discovering what customers value, it's upon the organisation to provide that value. The primary predic...
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