The traditional, linear customer journey funnel model is irrelevant
The customer decision journey has evolved faster than most organisations have been able to keep up with, making the traditional, linear customer journey funnel model irrelevant.
Now, there are multiple factors that come into play to affect customer behaviour and content engagement:
- Paid/owned/earned media
- Organisational department best fit
- Global/local needs
- (and finally!) purchase cycle
These many factors make the customer journey less predicable, more complex and more disruptive than ever before. However, with increased customer touch points comes increased opportunity.