Wednesday: Understand Your Audience and Opportunity
If you are reading this book, then you are probably no stranger to the concept of the purchase funnel and the customer journey. For the uninitiated, the purchase funnel consists of the phases through which an individual travels on his or her way to becoming a customer. The broadest phase at the top is awareness, and the customer progresses through an ever-narrowing path, from engagement to consideration to purchase and, finally, the narrowest and most refined phase at the very end—loyalty.
Our job as marketers is to get customers through the funnel successfully. To do that, we need to understand the unique paths through it. Each of those paths is a customer journey.
Mobile plays into every aspect ...
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