Marketers rely on customer journey mapping to optimize what customers see every step of the way. But with the rise of multiple devices and the perpetually connected customer (a.k.a “perpetuals”), it is becoming harder for marketers to define the different ways a customer interacts with content or products. In today’s increasingly complex environment, marketers must change the way they conceptualize a path to purchase and adopt a new paradigm — real-time context.
Perpetual’s can’t be pigeonholed into old-school linear journeys. They carve their own path to purchase and the number of possible paths to purchase increase exponentially due to multiple devices and different intents. Perpetuals too often turn to their phones in search of information, whether they’re at the gym, commuting to work, or shopping for groceries. Google refers to these spontaneous instances of discovery as micro-moments, and they’re opportunities for brands to meet their customers at moments of intent.
An example is that Jack could be leaving the gym and thinking about buying another pair of gym shorts which he searches for on his phone and places in his cart. A few hours later, he remembers he has to go to a friend’s birthday in a week and starts looking at gift options for them on his laptop. Tech savvy marketers have to be able to react to the changing needs of customers like Jack as his intent changes, in real-time, across different channels, and with the right content.