This article was based on the interview with Janna Navarro, VP of Brand and Media Strategy at WPromote by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The classic marketing funnel—awareness, consideration, conversion—feels quaint in today’s dynamic digital landscape. Consumers engage with brands across a multitude of touchpoints, often in unpredictable ways. This fragmented journey presents significant challenges for marketers, demanding a shift in strategy and a deeper understanding of how to connect with customers on their terms. We need to move beyond simply being present on multiple channels and create a cohesive ecosystem that acknowledges the fluidity of modern consumer behavior. This requires not only a technological shift but also a fundamental change in how we think about customer engagement. This article delves into these challenges and explores how brands can adapt to this new reality, drawing upon insights from a conversation with Janna Navarro.
The always-on nature of today’s media landscape means that brands must continuously nurture relationships with consumers. It’s not enough to secure a single purchase; the focus must be on building ongoing engagement and reminding customers of the value proposition, even for frequent purchasers. This constant connection helps brands remain top-of-mind and reinforces the customer relationship, fostering loyalty in a competitive market. As Janna so aptly points out: “Just because a consumer purchased you once does not mean that they are going to purchase you again. So it is our job as marketers to ensure that brands are developing a relationship with consumers. And that extends beyond that last point of purchase.” This perspective underscores the importance of a long-term view of the customer relationship, emphasizing ongoing engagement rather than transactional interactions.
The Power of First-Party Data and Channel Understanding
In this complex environment, first-party data becomes crucial for navigating the non-linear customer journey. By understanding how individual customers interact with the brand across different touchpoints, marketers can tailor messaging and offers to be more relevant and effective. This granular approach allows for personalized experiences that resonate with individual customer needs and preferences, driving deeper engagement and ultimately, conversions. Further, recognizing the distinct roles of various media channels is essential. Not all channels serve the same purpose, and aligning channel strategy with customer behavior data allows marketers to optimize their efforts and create a more connected experience. Janna’s insight emphasizes this point: “marketers need to first and foremost understand the power of the first-party data they have and how consumers are flowing through the process when it comes to their brand and their product, right? Because not everyone is the same. So I think that that’s really important when you start designing a connected ecosystem. And I think too, we need to make sure that we understand the roles and responsibilities of various media channels because they aren’t all going to fit in the same box.” This emphasizes the need for a data-driven approach to channel strategy, ensuring that each touchpoint contributes effectively to the overall customer experience.
Social Commerce: Balancing Authenticity and Seamlessness
Social commerce has emerged as a critical component of the modern consumer journey. However, success in this space requires a delicate balance. Brands must create content that feels authentic and native to the platform, avoiding overly promotional or intrusive messaging. Simultaneously, they need to ensure a frictionless purchase process, allowing consumers to easily complete transactions within the social environment. Janna highlights this duality: “ensuring that they [the brand] are in content that feels authentic and native to who they are. Because consumers see right through that, right? And then I think the other area to really make sure that social commerce works is by ensuring that the purchase process is seamless.” This underscores the importance of integrating commerce seamlessly into the social experience, respecting the platform’s unique dynamics while providing a convenient path to purchase.
Testing, Learning, and the Evolving Landscape
The rapid pace of change in the marketing technology landscape demands a commitment to continuous testing and learning. New platforms, evolving consumer behaviors, and shifting privacy regulations require brands to remain agile and adaptable. Experimentation should not be an afterthought but an integral part of the strategic framework. This iterative approach allows brands to stay ahead of the curve, optimizing their strategies in real-time and responding effectively to market dynamics. As Janna notes, “Testing and learning is a strategic focus…it is part of the strategy.” This emphasizes the importance of embracing experimentation as a core element of a successful marketing approach.
Navigating the complexities of the modern consumer journey requires a fundamental shift in perspective. Brands must move beyond linear models and embrace the fluidity of customer behavior. This entails leveraging first-party data to understand individual customer journeys, recognizing the unique role of each channel in the ecosystem, and striking a balance between authenticity and seamlessness in social commerce. Furthermore, a commitment to continuous testing and learning is essential for staying ahead of the curve in today’s rapidly evolving marketing landscape.
By embracing these principles, brands can create a more connected and meaningful customer experience, fostering stronger relationships and driving sustainable growth in the age of the non-linear journey. The key is not just to keep up with where customers are leading, but to anticipate their needs and create experiences that resonate with their individual preferences. This customer-centric approach, driven by data and informed by continuous experimentation, is essential for thriving in today’s dynamic market.
