Show Notes
In this episode of The Marketing Clubhouse, we're joined by Gavan Stilgoe, Head of Customer Strategy at R6 Digital, to explore a part of marketing that doesn't always get enough attention: what happens after you've successfully got someone's attention.
Marketers spend enormous amounts of time and money generating traffic, clicks, leads and enquiries. But if the website is difficult to navigate, the form asks too many questions, the checkout is painful or nobody responds quickly enough, all that great marketing can quickly go to waste.
Together, we unpack why businesses often mistake customer journey problems for marketing problems, where the biggest points of friction tend to hide, and why marketers need to become just as obsessed with conversion and customer experience as they are with acquisition.
We also explore the role of technology, automation and AI, when businesses should remove humans from the journey and when human interaction becomes even more valuable.
This is a practical conversation for marketers who want to stop automatically reaching for another campaign and start looking at whether the experience they've already built is actually making it easy for customers to buy.
What we cover in this episode Why some "marketing problems" are actually customer journey problems What happens when businesses prioritise traffic without fixing conversion Where the biggest points of friction typically appear in customer journeys Why marketers need to pay more attention to what happens after the click How to balance collecting useful customer data with creating a frictionless experience Why speed is becoming an increasingly important competitive advantage Where automation can improve the customer journey and where humans still matter How AI could create better customer experiences — or simply automate bad ones Why marketers should get better at removing things instead of constantly adding more What customer behaviour can reveal that assumptions can't What to investigate before spending another dollar on acquisition The question marketers should ask at every touchpoint in the customer journey
You should listen if... You're generating traffic and leads but they're not translating into enough customers You're responsible for digital marketing, websites, eCommerce or customer experience You're considering spending more on acquisition before fixing what happens afterwards You want to use automation and AI without making the customer experience worse You want to improve conversion by making it easier for people to actually do business with you
This episode will help you look beyond clicks, leads and acquisition metrics and start seeing your marketing through the eyes of the customer — because sometimes the biggest growth opportunity isn't getting more people through the door. It's making it much easier for the people already there to buy. Become part of a community built for career progression, industry connections, real-world learning and all the marketing vibes!
Our members get access to educational events, social networking events, dinner club events, webinars, exclusive perks, and a private Slack network of marketers across Australia & New Zealand.
Follow us on Linkedin: https://www.linkedin.com/company/the-marketing-club-au-nz Follow us on Instagram: @themarketingclub_aunz
Find your membership options and subscribe to our newsletter at www.themarketingclub.com or get in touch at [email protected] Hosted on Acast. See acast.com/privacy for more information.
More from TMC Presents: The Marketing Clubhouse
In this episode of The Marketing Clubhouse, we're joined by Clive Antony, founder of Christchurch-based creative agency Antony & Mates, to make the case for one of marketing's most overlooked tactics.
In this episode of The Marketing Clubhouse, we're joined by Catherine Toms, founder of AI Growth Academy and a leader in helping marketers and organisations build the skills they need to navigate an AI-powered world.
In this episode of The Marketing Clubhouse, we're joined by Chris Asahara, founder of The Postmasters and an experienced global marketing leader who has spent more than 20 years working across agencies and major brands including Adidas Japan and Les Mills.
In this episode of The Marketing Clubhouse, we're joined by Shyr Godfrey, co-founder of Forty Thieves, to explore what it really takes to build a distinctive brand in a category where consumers already have plenty of choice.
In this episode of The Marketing Clubhouse, we're joined by Mark Ho, founder of BrightGrain and one of Australia's most respected strategic marketers.