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Use the RACE Growth System to develop your digital strategies, improve process
efficiency and stay relevant with the latest digital marketing techniques including AI
See what's includedOur latest research on Digital Marketing Optimization demonstrates there is a major challenge for many marketers of creating integrated strategies and communications plans with less than a fifth of businesses using a structured, continuous approach.
From a customer point-of-view there is also likely to be a poor experience if their customer journeys are unclear or restricted by the inability of brands to integrate their communications and experiences.
Since improving your customer journey can be one of the most effective ways to boost online leads and sales, we asked respondents which analysis techniques their businesses were using to research and improve the effectiveness of their customer journey.
You can see that A/B testing, customer personas and customer journey mapping have become popular - which is great to see. Improved focus on customers can only be a good thing, both for businesses and their customers.
In our customer persona template we show how different techniques such as customer persona development, customer journey analysis and content mapping can be used to review and improve digital experiences in conjunction with conversion rate optimisation.
AB testing is now widely applied, by nearly half of businesses. If you're new to testing, a great place to start is Google Optimize.
Less positive is that voice of customer surveys (VOC) where customers are asked about their CSAT and NPS are less widely used.
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Digital Marketing is constantly evolving. Techniques and goals change regularly as the internet develops, and staying ahead of the curve requires you to devote a certain amount of time keeping up to speed.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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Customer journey analysisCustomer Journey MapPersonasVoice of the customerTurbocharge your results with this toolkit containing 7 resources
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