Understand map and manipulate consumers closer to a sale

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I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey.  I’m a fan of customer journey having created a facsimile I call Twitch Point Planning.  Twitch Point Planning attempts to “understand, map and manipulate a customer closer to a sale.” In effect, it’s a customer journey, but using media twitches.

The WARC presentation on customer journey had a wonderful slide entitled “Start with what customers are doing rather versus what we want to say.”

I love this advice.  It may be the anthropology major in me, but this is just such a rudimentary planning perspective. Everything needs to start with the consumer. As planners we can decide not to heed consumers’ behavioral advice, but we need to understand it.

Consumers first. Peace.

 

 

 

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