Digital transformation has completely changed the consumer behavior. With the rise of streaming, artificial intelligence and digital platforms, decision making of the current consumer It has fragmentedlimiting the capacity of the marketing models that were being used so far.
The new Customer Journey offers opportunities to “interact, influence and convert”
They are the conclusions of a Boston Consulting Group analysis that Google collects on its blog. According to this work, the Traditional marketing funnel It no longer yields all the necessary information to understand the consumer. “Purchase experiences are more fragmented than ever, which makes prediction difficult”, Explains the company.
Customer Journey would now be better defined by a “4S” framework which focuses on the continuity of streaming, fluid purchase experiences, the use of generative AI and the dynamism of social networks. “All this has deeply transformed the way people discover and interact with brands“, they maintain from Google. The analysis proposes to adopt a more flexible approach take into account new variables.
The 4s of the New Customer Journey
Streaming: continuity media consumption
Beyond the films and series, streaming implies the continuous consumption of content in all types of platforms and formats: podcasts, YouTube, Twitch, CTV … and the experiences that the user has on these platforms are not unidirectional, but allow greater interaction by brands. The consumer can now pass from Discovery of decision making, skipping other intermediate phases of the process, such as consideration, in which the brand before generated important impacts to influence.
How to act? Google proposes to sequence the content, customize it with artificial intelligence tools and feed it with an interactive narrative that converts traditionally passive visualization into an active participation.
Scrolling: Discovery with conversion potential
The framework available to the brands to capture the user’s attention is tiny today. With the permanent and growing flow of social networks, the consumer can be impacted by a dozen ads in a few seconds, without having stopped in any of them carefully. However, this Scroll infinite what the user does without immediate purchase intention, can lead to a Fast conversion For the brand.
How to act? In this scenario, Google recommends betting on a differential creativity, for a placement of intelligent product and the integration into the influencers content. All using “attractive visual elements, a solid narrative framework and personalization with AI”
Searching: intentional and intention searches
Google’s generic searches are giving way to other much more personalized and intentional discoveries. If before the user expected to find some results to continue with his purchase trip, using chatgpt, gemini or any other artificial intelligence tool, what he now wants is to receive a Intuitive answer and in real time that adapts to your needs.
How to act? From Google ADS it is advisable to implement artificial intelligence in advertising strategies. Using broad concordance when selecting the Keywords, dominating the smart bidding system and creating resources automatically to save time. It is therefore optimized for multiple search ecosystems and use advertising solutions based on AI.
Shopping: Integrated and agile transactions
The consumer no longer wants to wait until he reaches the payment gateway to make the purchase of a product or service that has caught his attention. Expects brands to offer you a experience much more fluid and integrated with the platforms in which it moves daily.
The consumer expects brands to offer a much more fluid and integrated experience
How to act? Google’s proposal goes through integrating the purchase throughout the funnel. That each contact point offers a shortcut to the payment gateway. In this regard, you can help the CTA placed strategically, as well as custom offers and recommendations based on AI.
Boston Consulting Group analysis reflects some of the changes to which the Traditional marketing modelsand sheds light around the effects of artificial intelligence on the relationship of consumers with brands.
Along the same lines, the Capgemini consultancy concluded in a recent study that more than 70% of users want to see Integrated generative artificial intelligence In your purchase interactions with brands. Or that, 58% of consumers globally have already replaced traditional search engines with artificial intelligence tools to find products and services recommendations.
More info: It’s time for marketers to movend the linear funnel, from BCG
