1、EXAMINING THE NEW CUSTOMER JOURNEY Creative Connections for Post-Omnichannel Marketing IntroductionRethinking the Sales&Marketing Funnel The New Customer JourneyThe Funnel in ActionAbout Infillion0102050304Examining the New Customer Journey CONTENTSThe classic marketing funnel was initially develope

2、d in the late 1800s by traveling salesman Elias St.Elmo Lewis,using the shopping behavior of actual customers to map out marketing,sales processes,and messaging for every step of a purchase journey.The basic structure of the Awareness-Intent-Decision-Action(AIDA)funnel worked like a charm for over a

3、 century,and marketers of every stripe,from Model-Ts to T-Mobile,have used some form ever since.Then the Age of Technology came and disrupted everything.Seemingly overnight,the internet completely transformed how people interact with brands and make purchasing decisions.With the rise of digital chan

4、nels,such as social media,search engines,e-commerce,and online advertising,consumers can now research products,read reviews,compare prices,and purchase with just a few clicks.Weve gone from the basic billboards and magazine ads of St.Elmo Lewiss time to being served Taco Bell ads on Instagram after

5、mentioning chalupas in front of Alexa.INTRODUCTION01Souce:GartnerMarketing channels are blurring with each other,evolving,combining into composite channels,dispersing into multiple walled-off platforms and,in some cases,declining.This is creating a post-omnichannel environment,which makes marketing

6、more complex and more confusing.Examining the New Customer Journey 02To overcome this challenge,marketers need to embrace a more sophisticated way of thinking:a post-omnichannel customer journey.Instead of recreating the traditional linear marketing funnel and trying to dictate the customers path to