Author

Chris Van Wagoner

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The customer lifecycle is the top consideration when developing a marketing strategy. It describes how a customer interacts with your brand, connects a need with the value of your product, and enables an ongoing transactional relationship. Ironically, as the digital footprint has expanded to global proportions, lifecycle stages have never been smaller or more analogous to the physical experience of discovering a brick and mortar store and making an in-person purchase. The better you accommodate…

The customer journey is quickly becoming more than just a map of activities that lead to conversion. With the sophisticated analytics tools and global data sets we have access to today, it’s not uncommon for the journey to influence user interface and product designs, brand guidelines, and even hiring and acquisition. The customer journey has evolved beyond simply informing marketing materials — it’s been identified as the key to unlocking customer-centricity and long-term business success. …

John F. Kennedy famously said, “Change is the law of life. And those who look only to the past or present are certain to miss the future.” To the digital marketer, change is not only the law of life but the law of success. It isn’t without a keen eye on the future, and the thoughtful application of forward-thinking strategies that a marketer can address the rapidly-changing needs of the digitally connected customer and stay…

Marketing has gone through a few seismic changes in the last couple of decades. With technological advances that have made marketing more precise and greatly altered consumer behavior and tastes, marketers have had to constantly shift gears to keep up. The ‘90s saw the peak of branding and brand marketing with a renewed focus on creating an expansive, independent company identity that could stand out in the marketplace. The 2000s brought us the internet and…