Teeter Totter
June 4, 2018

The world of Digital Marketing

The world of digital marketing


I was recently looking into the latest thinking on customer experience mapping.  As humans we’ve always been navigators, and as our understanding of things changed, so also did our tools.  I have always been amazed that in 1492 Christopher Columbus sailed the ocean blue aided by the stars.  In the online world, our north star is our current location as identified by our GPS device.

But there is nothing like being a pedestrian in a strange city, on a cruise ship, or in a large shopping mall. We always look for the red dot or star that orients us.

Transit maps are beautiful things that outline in different colors the routes and stops and intersections of a city. Transit maps don’t often show when the route is underground. I supposed it doesn’t matter as long as we get from point A to point B.

Which leads me to Gartner’s transit map.  Marketing management is where most of us are in one way or another.  But that is really the tip of the iceberg.  Look at the red star that I’ve added, and then look at everything else.

It seems the only thing missing on the map is iconography that represents the location of the nearest happy hour.

If you’ve ever heard a manager push back with “why does it have to be so complicated?”, whip out this map and say “here’s why.”

Thank you, Gartner, for showing us the answer to that question.

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