In order to counter the complexity of the situation, marketers need to attain accurate visibility and understanding of the path to purchase, their customers are taking. Efforts to visualisze the customer journey have traditionally involved the mapping of customer touch points. Says Hopkins:
“The biggest problem in marketing is that no one person owns all of the touch points in a business."
The average person is exposed to 5000 marketing messages a day. Brands interact with its customers through a hundred different touch points. They have the power to influence our decision making capacity. But with infinite limitless choice for human beings, how can marketers build a magnetic brand in a complex world? According to Melissa Hopkins, the answer lies in truly knowing your customer....
Here's a look at how storytelling can help build a magnetic brand.