Marketing Trends 2022

Why the personalised customer journey is becoming increasingly important

The pandemic not only influences the demands of customers, it also has an increased impact on their buying behaviour. Instead of fundamental new individual trends, a new age in marketing is beginning, defined by a changed relationship between companies and people.

The focus of effective and far-sighted marketing is the customer journey, i.e. all points of contact that the customer has with the brand, the product or the service during his "journey" to the target action.

In addition to the efficient and effective use of content to attract new customers to the design of the buying experience, the customer journey pursues significant goals for the company, especially in these fast-moving times. Topics such as personalisation, automation and data-based marketing are rapidly gaining importance and add to the spectrum of new challenges for the customer journey.

Due to the multitude of similar products, a higher awareness of sustainability and brand image, as well as the easy comparability on the internet, the demands of customers have risen sharply overall. During their "journey", they want an individual and personalised approach that is precisely tailored to their needs. In order to realise this in the future, personalised campaigns based on data are becoming increasingly important. The focus here is on the customer journey. Consumers should be provided with a suitable and personalised offer at exactly the right moment of their "journey". In order to be able to guarantee this necessary personalisation, companies must increasingly rely on automation and the use of artificial intelligence in the future.

In addition, the boundaries between online and offline are becoming increasingly blurred, driven by the ongoing pandemic. This makes it all the more important for companies to perfect their omnichannel customer experiences and play out the customer journey on even more diverse channels.

The personalised customer journey across multiple channels will play a central role in marketing for businesses in 2022.

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