Digital marketing is all the rage – If only we can get potential customers on to our website/LinkedIn/Facebook/Pinterest/Twitter/mailing lists [continue ad absurdum], then we’ve got them hooked, and they will buy. If we can chat with them, they will certainly buy. And if we have an online store then they will absolutely, definitely buy.
Being immersed in the digital channels, we sometimes forget that what we do as digital marketers and suppliers of digital tool is only a small part of the engagement the customer has with us. In this presentation, I will climb into the helicopter and discuss the digital touchpoints from a broader business context and in the context of customer journeys. The presentation will be illustrated with real-life examples from Brüel & Kjær, a highly specialized B2B engineering company stumbling through a digital transition.