Jornada de compra não linear. E agora?

Summary

In this video, the speaker discusses the concept of non-linear customer journeys in digital marketing. Drawing an analogy to the 'praça da liberdade,' the speaker explains how users, like visitors in a square, often create their own paths, reflecting their intent to navigate more efficiently. This shift away from a traditional, linear sales funnel highlights the growing empowerment of users, enabled by technology. The speaker emphasizes the need for marketers to adapt by mapping these alternative paths and personalizing user journeys to better meet customers' needs, ultimately improving the overall experience.

Takeaways

• 😀 The concept of a non-linear buyer's journey is key to understanding modern consumer behavior.
• 😀 Traditional sales funnels are based on a linear process, but consumer paths are now more varied and complex.
• 😀 A 2018 Google study mapped users' click paths leading to purchases, showing how diverse these paths have become.
• 😀 With the empowerment of users through technology, they are increasingly in control of their own journeys.
• 😀 More content is available, offering users more choices and alternative paths in their decision-making process.
• 😀 The analogy of Liberty Square shows how people often create their own paths instead of following the designed ones.
• 😀 Users may create alternative paths based on their intention to reach the destination faster or more efficiently.
• 😀 The non-linear journey is shaped by user intention, which is crucial to improving their experience.
• 😀 Marketers need to understand the intentions behind user behavior to refine the designed journey.
• 😀 Personalization is a vital component of non-linear journeys, allowing customization to meet specific user needs.
• 😀 There is a debate about how to balance personalized journeys with the need for scalability in marketing strategies.

Q & A

What is the main topic discussed in the video?

The video discusses the concept of non-linear buying journeys and how understanding this can improve marketing strategies.

What does the speaker mention about traditional sales funnels?

The speaker highlights that marketers often view the buying journey through the lens of a sales funnel, assuming a linear progression. However, this view is becoming outdated.

What did Google discover in their 2018 research regarding user behavior?

In 2018, Google found that while the intention to purchase was the same, users followed increasingly diverse paths to make a purchase, showing a shift towards non-linear journeys.

How does the speaker relate the non-linear buying journey to the concept of a public space like Praça da Liberdade?

The speaker uses the analogy of Praça da Liberdade to explain non-linear journeys. The designed paths represent the planned journey, but users create alternative paths based on their own intentions, much like how customers navigate their buying process.

Why do users create alternative paths in the Praça da Liberdade analogy?

Users create alternative paths to reach their destination more efficiently or in a way that better aligns with their needs, such as finding a faster or more comfortable route.

What lesson can marketers learn from the Praça da Liberdade analogy?

Marketers can learn that customers will often find and create their own paths based on their specific needs and intentions, which may differ from the linear journey that was originally planned.

How does the speaker suggest marketers can improve the non-linear journey?

The speaker suggests that once the intention behind users' alternative paths is understood, marketers can adapt the journey and offer more personalized alternatives to better meet customer needs.

What is the importance of understanding user intentions in non-linear journeys?

Understanding user intentions is crucial because it allows marketers to refine and personalize the customer journey, ensuring that the user’s needs are better addressed.

What does the speaker say about the potential contradiction between personalization and scalability?

The speaker acknowledges that personalization may seem counterproductive to scalability. However, they propose that it's important to find ways to personalize journeys effectively without sacrificing the scale of marketing efforts.

What is the speaker's next planned topic for discussion?

The speaker plans to discuss personalization in more depth in an upcoming video, exploring how to balance personalized experiences with scale.