This report will guide marketers through a customer journey mapping exercise and explore why and how different content can be implemented throughout the life cycle.

Today’s Digital Customer Journey. To stand out today, the most successful brands are providing personalized experiences, delivered as timely digital journeys across channels. Every marketer knows the importance of mapping customer journeys. But with numerous online channels, customer journeys today are not as linear as they once were.

In this on-demand Meet the Analyst Webinar, eMarketer principal analyst Lauren Fisher breaks down how successful companies make sense of customer engagement by mapping the customer journey and examining the metrics that matter.

Most companies prioritize customer experience efforts, but few have mastered them. This report looks at ongoing customer experience challenges and highlights success with select elements.

Leverage customer journey mapping to understand consumers’ behavior and when to engage. Click here to download a PDF of the presentation.

At customer experience intelligence company Calabrio, marketing does mapping of the buying committee to determine which stakeholders are likely to be involved in the purchase. This is done through first-party and third-party data sources, but also by manually searching on LinkedIn, said CMO Rebecca Martin.

Every touchpoint a consumer has with a brand—be it a TV ad, a social media post, a call to customer service or a branded end-cap—is part of the customer experience. For years, marketers and their companies have been working hard to make the sum of those experiences as cohesive and value-additive as possible. But like many marketing efforts, such endeavors are often met by taking two steps forward, one step back.

One thing hasn’t changed in the shift to digital marketing and advertising: It’s still cheaper to keep current customers loyal than to acquire new ones. This report explores how marketers are messaging to current customers to keep them coming back.

Mapping customer journeys and getting a better handle on a single view of the customer can help digital advertisers address messaging that really is relevant and useful in the moment. Relevance depends on customer data—and customers are becoming warier about data use.

Marketers who have already conducted data-mapping exercises in preparation for the General Data Protection Regulation (GDPR) or have mapped their customer journey for customer experience efforts are well-positioned to answer this question, especially those in the latter category. For those who haven’t, it can be difficult to know where to start. A journey-mapping exercise can be extremely useful.

A holistic content strategy includes not only content creation—which can include white papers, podcasts, webinars—but also mapping of dissemination, which shows how content gets distributed through the various channels, reaching people at various stages of the customer journey. Brands are looking to establish themselves as trusted experts and give customers a reason to come back to their websites.