In thinking about macro marketing trends over the last few years, creating and optimizing customer journeys stands out. The idea is that a personalized experience journey is created for each prospect and customer that serves up the optimal content to move a prospect toward a purchase.
Orchestrated correctly, as a prospect I would receive information of interest and not be overwhelmed by unwelcome email, social and advertising solicitations. Brands are working hard to make this happen, and there is now a whole category of tools to help create and manage customer journeys using user experience analysis.
