Ways Marketing Can Work Smarter in Our New Reality

The new reality caused by COVID-19 has forced us to be even more aware and sensitive to the expectations of our customers and prospects. Now more than ever, it’s critical for marketers to be thoughtful when choosing who they market to and how they drive the outreach. It’s important to understand where your customers and prospects are in their buying journey to send the right message at the right time. 

B2C marketers know that understanding these journeys is important but they struggle to find and activate journey-related insights. They know what’s happening on their owned and operated websites but they don’t have a view of the shopping journey when it occurs elsewhere. Customer journey analytics, which combines data across touchpoints to uncover how consumers navigate their journeys, can improve this view. 

Enter Jornaya, where we provide data enhancements and insights on highly considered consumer purchase journeys to help our clients monitor and act on their consumers’ behavior at all stages of their shopping journey. We do this with our solution called Activate—a monitoring platform that provides behavioral data and insights on in-market consumer activity. Through proprietary partnerships and technology covering thousands of comparison shopping websites and behavioral data sources, Activate delivers safe, compliant data and insights on consumers’ in-market behavior. 

We think it’s important to share more about our offerings so marketers can embrace this time as an opportunity to help customers and prospects as they prioritize value and convenience during the pandemic. Help them with Jornaya Activate. 

How Activate Leads to Success

The pandemic, which has resulted in the worst economic shock since the Great Depression, is leaving a lasting impression on consumers. They are reassessing brand loyalty and shifting to mindful shopping. As our new reality emerges, marketers must pivot to meet their audiences where they are (predominantly online) and when they’re in the right frame of mind (in market). How will marketers recognize their consumers are not in the same place—both literally and figuratively—as they were six months or a year ago? With Jornaya Activate, which provides the earliest indicators of buyer intent for major-life purchase (MLP) marketers in automotive, education, insurance, and mortgage. 

This behavioral data helps marketers make real-time decisions about consumer intent. Having the agility to time and tailor interactions based on recent behaviors and intent leads to engagement at the right time, with a relevant message, while respecting privacy. 

Get These Results With Activate

At Jornaya, we’re the only company that can provide these insights to help marketers better understand performance based on consumer engagement. To quantify the return on investment (ROI) of Activate, we commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study.

The TEI study revealed key results from the Activate investment including:

• Increases in Customer Engagement: Interviewees reported uplifts to key marketing metrics such as open rates, click-through rates, and overall engagement resulting from more precise customer and prospect targeting with Jornaya Activate.

• “Smarter” Work From Marketing: By improving the ability to segment customers and prospects by likelihood to be in-market for services at any given time, Jornaya Activate enables the interviewed organizations to get the most out of their marketing teams’ limited capacity.

• Rise in Closed New Business: The companies interviewed are closing new business every month that they attribute to insights from Jornaya Activate.  

To learn more about Activate or read the full report, visit jornaya.com/activate.