A GUIDE TO DIGITAL LITERACY.

2.2. Campaign as a journey.

Intentionally Moving Customers Through The Value Journey
Anyone who has ever become a customer of a company has moved through
the Value Journey, whether that company made it happen intentionally or not.
Sometimes, people move through the Value Journey on accident.
For example, imagine that you had never heard of Dropbox before. Then, one
day, a friend tells you that he uses Dropbox to store all his files online, and he
recommends that you check it out.
At this point, both you and your friend have progressed along the Value
Journey. You have moved to Step 1, Aware, and your friend has moved to Step
8, Promote.
However, this progression didn’t happen because of anything Dropbox did
intentionally. It resulted from a random comment or a casual conversation
between you and your friend.
Contrast that with Dropbox’s marketing campaign offering extra space to
customers who refer friends and family:
In this example, Dropbox is moving people along the value journey
INTENTIONALLY by creating a program that is designed for that specific
purpose.
This is an important distinction to make.
Once you figure out that you can move people intentionally through the Value
Journey using marketing campaigns, you realize that you have the ability to
grow your business by improving the areas where your customers are getting
“stuck.”
At this point I’d like to point out that there’s one common mistake that many
companies make when trying to move customers and prospects through the
Customer Value Journey.