The modern customer journey is a winding one. Brands must continuously engage audiences at every touchpoint, across a wide array of channels. To complicate things even further, consumers expect a cohesive, personalized experience wherever and whenever they interact with a brand. And since the global pandemic, these expectations have been on the rise.
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By tracking what engagements resonate with consumers the most, B2C marketers can glean a clearer picture of what their audience wants at every single touchpoint, from awareness to retention.
With better metrics, brands can meet consumers where they’re going and on channels they’re already using. Consumer engagement data allows marketers to pinpoint where a customer is in their relationship with a brand and deliver the right content for that place and time. B2C marketers can also leverage metrics to map out future interactions before they even happen.
Posted on 10/2/23
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