Let’s face it. People are complicated, deeply nuanced, complex individuals, and no two are alike. People embody personalities that span a range of interests — such as parent, athlete, artist, professional — and they don’t predictably switch between these roles. Consumers move between (what marketers call) personas from moment to moment without deliberate intentions of doing so.
The consumer journey — erroneously once described as a linear set of digital interactions with a focused end goal — never existed as it has been described. As marketers, we have attempted to oversimplify consumer brand engagement to a few digital touch points, and in doing so, we have disregarded the intricacy of who we are and how we think.
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