Journey Advertising 101

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Journey Advertising

What is Journey Advertising?

Journey Advertising is a brand’s ability to reach consumers at key moments along the journey to purchase with relevant content and creative messaging to achieve mutually beneficial outcomes.

Why You Need It

Consumer extended buying cycle
Extended buying cycle

Big-ticket items like home improvement, healthcare, financial services and vacation travel require careful consumer consideration prior to purchase.

Consumer evolving shopping needs
Evolving consumer needs

Building consumer commitment to and advocacy for a brand requires nurturing consumer relationship over time.

Varying consumer mindset
Varying consumer mindset

Consumer awareness and preference for specific brands vary widely requiring personalized messaging along their individual journey to purchase.

Marketer Tips for Success

Consumer journey advertising tip 1
Personalize based on consumer propensity to buy. In-Market segments need immediate call-to-action; Out-of-Market segments require awareness and education before committing to a purchase.
Consumer journey advertising tip 2
Deliver messages catering to in-the-moment needs & passions based on context & behavior signals (on what consumers read, listen, watch and share).
Consumer journey advertising tip 3
Measure success through key milestones along the journey by polling, share-of-consumer attention, visits (website or in-store), sales, and basket size (average-order-value).

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