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Within the customer journey from pre- to post-purchase there are different stages at which communication between customer and brand occurs through the use of touchpoints. The categories of touchpoints range from brand originated, intrinsic, highly controllable mediums to customer initiated and unexpected modes of communication (Brand Customer ...
Customer journey mapping is a design tool used to track customers' movements through different touchpoints with the business in question. It maps out the first encounters people may have with the brand and shows the different routes people can take through the different channels or marketing (e.g. online, television, magazine, newspaper).
Customer Decision Journey (CDJ): This model reflects the non-linear and iterative nature of consumer interactions. It recognizes that customers engage with brands through multiple touchpoints over time, influencing their purchasing decisions through a series of interactions and feedback loops. [3]
The Customer Journey is particularly interesting in online marketing or digital channels, as here the behavior of the consumers can be precisely mapped with the help of tracking technologies. The technology of customer journey analysis provides the concrete benefit of uncovering all contact points created by advertising.
Offline customer engagement predates online, but the latter is a qualitatively different social phenomenon, unlike any offline customer engagement that social theorists or marketers recognize. In the past, customer engagement has been generated irresolutely through television, radio, media, outdoor advertising, and various other touchpoints ...
The roots of marketing attribution can be traced to the psychological theory of attribution. [2] [3] By most accounts, the current application of attribution theory in marketing was spurred by the transition of advertising spending from traditional, offline ads to digital media and the expansion of data available through digital channels such as paid and organic search, display, and email ...
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