Marketers must understand how to better intersect and engage with the customer journey
Consumers have changed. At Come Together 2019, News Corp argued that a holistic, trusted approach is now necessary for brands to reach consumers during the moments that matter to them.
Understanding how to reach every moment in the customer journey was the central theme of Come Together 2019, a showcase of the multiple ways News Corp Australia is building the media and marketing services company of the future.
News Corp’s executive chairman, Michael Miller, speaking at Come Together 2019
The two-week event highlighted how brands now need a holistic strategy to touch every point of the customer journey in order to succeed. To both win their backing and attention but to do so in the golden window when they want to buy a product and service. It’s what News Corp terms the moments that matter. Simply thinking of a one-off ad placement in isolation, in a so-called silo, is not enough because consumers are far smarter than they’ve ever been.
“We need to understand how we can engineer those moments that matter to understand better how to intersect them in ways that are relevant and engaging,” says Damian Eales, chief operating officer, publishing, as he explained that often, customers are on many different journeys at the same time.
Each month, more than 16 million Australians consume news and information across our suite of digital and print brands – more than any other media group in Australia.
Isn’t this word for word Google’s pitch from 5 years ago? “Moments that matter”???