Time to Burn

That Was Then …

Back then, consumer behaviour was much different. We did not have prolific use of smartphones or tablets, nor did we see much cross-channel behaviour.

So metrics like the open, click-through and conversion came in linear spurts. We could literally see the consumer journey.The consumer journey was more predictable because, simply put, there were fewer choices for the consumer to interact. The email was read on a computer at that time, not a phone.

Fast-forward a decade and the consumer journey map has become the standard for user interfaces for cross-channel campaign management.

Read the full article: http://www.cmswire.com/customer-experience/time-to-burn-the-customer-journey-map-channels-dont-matter-anymore/