As consumers are frequently inundated with regular advertising and brand messaging, they have become skilful at ignoring it. No matter how eye-catching, customers will scroll right by an offer if it is not tailored to their specific requirements.
For a few years, the answer to this dilemma looked to be multi-channel marketing. If brands had aт appearance across all channels, they were bound to meet and join their target customer at some point.
Of course, marketers now know that positive consumer experience is about more than being present; it’s about being present in the right moment, on the right channel, with the right message – or to put it a different way, through an omnichannel strategy.

Concurrently, as it has become more challenging to reach users, stakeholders have begun looking to marketing teams to render hard data on the impact of their campaigns on conversion.
Journeys are nonlinear — and in B2B, your consumer journey doesn’t just span multiple channels, it can also span multiple people and teams. When you have a completely developed, cross-functional journey, it’s easier to craft a suitable, personalized experience throughout every consumer phase and across multiple teams’ selected channels. You can start automating touch-points and proactively building more effective methods to meet your customers’ needs. More importantly, you can start using data from various teams to produce value before your consumers ever have to ask for it.
Journeys help you optimize your business operations. When you have an outline of all the workflows and touch-points that get a consumer to join your brand or products — and to advance to the next phase of the journey — you can start pulling the proper levers to optimize each process.

Customer journey optimization is the process of relating and mapping customer interactions, across multiple touch-points, to direct or influence the end-to-end experience.
Companies that concentrate on optimizing the customer journey drive consumer loyalty. In today’s customer-centric IT economy, the objection is to integrate multiple channels—mobile devices, websites, social media, and voice— into a seamless consumer journey. Omnichannel customer experience further complicates customer journey optimization as consumers may use multiple channels for a single intercommunication or need. A customer journey management strategy is an important business element to remain competitive