市場調查報告書

顧客歷程和內容的連鎖方法

Connecting the Customer Journey to Content

出版商 IDC 商品編碼 891266
出版日期 內容資訊 英文 13 Pages
訂單完成後即時交付
價格
Back to Top
顧客歷程和內容的連鎖方法 Connecting the Customer Journey to Content
出版日期: 2019年07月17日內容資訊: 英文 13 Pages
簡介

本報告提供各種企業的顧客歷程模式的最適合的有效利用方法,逐步將內容改為有說服力的方法的相關考察,各階段的策略行動的內容,具體的有效利用案例,對產業相關人員的未來建議內容等的相關分析。

摘要整理

概況

  • 「顧客歷程」是什麼 (什麼不是) ?
    • 為何使用顧客歷程模式?
    • 不要用內部觀點來淌渾水
      • 所謂顧客歷程「什麼不是」?
  • 理解客戶的心理
    • 探求:解決問題,購買產品
      • 第一階段:探求
      • 第二階段:評估
      • 第三階段:購買
      • 第四階段:利用、擴張
      • 第五等級:更新
      • 第六等級:宣傳
    • 偉大的「顧客歷程」模式的5個特徵

對技術市場行銷的建議

  • 顧客歷程和內容的連鎖
    • 「橋」:顧客歷程的方便的類推法
    • 建立堅固的「資訊的橋」
    • 階段1:「峽谷」
    • 階段2:顧客歷程的各階段中,客戶方面的問題實行的決策
      • 探求階段的典型的問題內容
      • 評估階段的典型的問題內容
      • 購買階段的典型的問題內容
    • 階段3:「橋板」應提供資訊、應回答問題的定義
    • 階段4:「橋板」的創造 - 適合各階段的內容的製作
    • 階段5:採用了適合各階段的方法的內容傳送

參考資料

  • 相關調查
  • 摘要
目錄
Product Code: US45351119

This IDC Perspective explains the appropriate use of a customer journey model and illustrates a step-by-step method for converting the insights into persuasive content. Although customer journey models are virtually ubiquitous in tech marketing organizations, less than 40% understand them and even fewer deploy them effectively. These models can be indispensable insight tools for determining what content that buyers will find most persuasive."The customer journey represents a psychological process for how people make high-consideration decisions, like technology," says Kathleen Schaub, vice president, CMO Advisory practice. "Marketers will improve content performance and reduce revenue funnel leaks by connecting the customer's decision context to the information the customer truly needs."

Executive Snapshot

Situation Overview

  • What Is a Customer Journey (And What Isn't)?
    • Why Use a Customer Journey Model?
    • Don't Muddy the Water with Internal Perspectives
      • What a Customer Journey Is Not
  • Understanding the Customer's Mind
    • The Quest: Solving a Problem Versus Buying a Product
      • First Stage: Exploration
      • Second Stage: Evaluation
      • Third Stage: Purchase
      • Fourth Stage: Use and Expand
      • Fifth Stage: Renewal
      • Sixth Stage: Advocacy
    • The Five Attributes of a Great Customer Journey Model

Advice for the Technology Marketer

  • Connecting the Customer Journey to Content
    • The Bridge: A Useful Customer Journey Analogy
    • Building a Sturdy Information Bridge
    • Step 1: Locate the "Canyon"; Identify the Customer's Problem
    • Step 2: For Each Journey Stage, Determine the Customer's Questions
      • Typical Exploration Stage Questions
      • Typical Evaluation Stage Questions
      • Typical Purchasing Stage Questions
    • Step 3: Identify Information That the Bridge Planks Must Provide and Answer the Questions
    • Step 4: Create the Bridge Planks; Develop Stage-Appropriate Content
    • Step 5: Distribute the Content Through Stage-Appropriate Channels

Learn More

  • Related Research
  • Synopsis
Back to Top