It’s not like I didn’t make any effort to get this point. I still strongly disagree with these arguments.
As I mentioned last year, don’t get confused by mixing up consumer journeys and media journeys.
Above, the consumer journey describes the stages people go through when purchasing a category.
Above the media journey relates to the touchpoint people use along their journey.
It’s just not the same thing. They don’t exclude each other. In fact they precisely work together.
First you start by defining each stage and each problem your target is facing during the journey. Then you survey the channels they are using to scout the category. Then you pick up the 3 or 4 key barriers you have to break to make people consider, buy and even like you. Then you build your connexions planning following the solution you have to bring them with proper touchpoint.
It’s not about purchase or loyalty. A journey is tailored to integrate several business objectives and KPIs at once.
What the fuck digital has to do with all this? Nothing besides bringing more touchpoint to build your mix.
We were non linear way before internet. We discovered new stuff in-store and felt loyal to brand in front of television since the Mad Men era.
In the golden days the journey wasn’t linear, messages were. There was a TV copy. Or a press ad. Sometimes a coupon.
Don’t get confused by the way people use channels and the role you want to give them.