Episode 185 of Digital Marketing Radio features 'Customer Journeys', chapter 4 from 'Digital Marketing in 2017'. Get your copy of the book over at DigitalMarketingin2017.com.

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Now it’s time to move on from making your website perform as effectively as possible from a technical perspective, to really starting to understand your target clientele and how they interact with your ‘funnel’.

18) Focus on the buyer's journey – Olga Andrienko

For Olga Andrienko, Head of Social at SEMRush, it’s all about defining precisely who your ideal client is.

Olga says: “My top tip would be to think through the buyer’s journey more. I see that some companies really pay attention to it. Some don’t.

“It’s the consumer that now really defines the way we communicate with them, and also how we reach out to them.

“The time for viral campaigns is over. Now’s the time for personalised campaigns. And that’s why we’re into split-testing.

Read more in the book - get your copy of 'Digital Marketing in 2017' over at DigitalMarketingin2017.com.