But within an “E-context” this content can still be marketed as new and innovative. Up to and including workshops on how to create “unique content” (by “being yourself” as the sender). This leaves a somewhat tired impression in terms of professional content.
Shopping aisle
When you think of travel, you naturally think of 'journey'. When you translate 'journey', you think of travelling. So it is quite possible that you, as a traveller, also colour the customer journey in this way. What actually changes in the "E-area" of the customer journey when the customer travels ?
Favorite route
Two startups presented themselves with an app and a website that offered answers to this specific question. The app Favoroute (in beta) enables travelers to 'socialize' travel information not only in the run-up to, turkey mobile phone number list but especially during their trip. This can create a virtual customized travel guide/logbook, from which friends can view and use content.
Suggestme.com makes suggestions about your travel destination. These suggestions come from the social cloud, in reviews from fellow travelers who have already visited the place.
Customer journey
In e-marketing, however, customer journey comes down to 'shopping path': the path the visitor takes from the shop door to the checkout and, with a bit of luck, back to the exit. (I'm sure you'll agree that shopping path doesn't sound sexy. Not even if you replace 'shop' with 'website'. Website visitor journey is also a mouthful and sounds far-fetched. In English, it sounds a lot better, but let's keep the meaning in mind.)
Customer journey as a concept has nothing to do with travel . In the eTravel context, that journey was about commerce, ergonomics and packaging of, and the logistics behind digital marketing and sales channels. Just like with eHRM, eHealthcare and so on and so forth.
Can and do
breakwell_etravel13The problem statement regarding 'E' is more or less the same for all industries and organizations that want to do something with the 'E': how do I generate added value using the (old and new) channels? Simon Breakwell (founder of Expedia) summarized the problem statement once again: “The hard thing isn't knowing what to do. It's doing it.” His implicit message at the start of the eDay was that we have of course known for a long time what we can do and that there is little new under the traveling sun in that area. However, the fact that both people and companies can 'cross over' in a figurative sense does not mean that they cross over. After all, this requires a different action than visiting an E-Event.
Measurability of human behavior
That innovations such as Google and Facebook are tilting all kinds of marketing and communication paradigms is a main theme in all E-Events. The communication and especially media field has been struggling with this wave of change for a long time.
For example, there is a battle raging for the preservation of old, mainly persuasive-driven, communication thinking in communication curricula. While one of the main themes with regard to digital sales (and communication) is that the management (and exploitation) of platforms such as Facebook is becoming increasingly empirical. The focus in e-marketing management is shifting from pushing persuasive content to measuring the behavior of (large) user groups. The emphasis has thus already come to lie on managing and integrating interactive platforms, instead of on creating texts.