Shaping a journey
Any marketer needs to know where and when to converse with his customer.
Until not too long ago, customer engagement strategies in the construction, installation, and home improvement industries were pretty traditional and straightforward; (1.) the manufacturer is supplying the wholesaler and (2.) the wholesaler is supplying the professional applicator. A rather easy journey map to draw up.
Nowadays, however, global digitalisation is shaking up the foundation of customer interaction in these industries.
Marketers are increasingly confronted with changing online customer interaction moments. Building an ‘omnichannel’ strategy is the new standard for seamless experiences, and knowing how to investigate these dynamics is therefore crucial.
An example is the rise of Building Information Modelling (BIM). To developers, architects, and contractors, this tool has quickly transformed from a nice-to-have project backlog to a need-to-have calculation and communication platform; something a marketer would want to build a strategy around.
Being on top of these changing dynamics helps to create a better personalised, consistent and seamless experience for your customer. USP is there to assist you with this.