MAY 2020CIOAPPLICATIONS.COM8IN MY ViewYOUR BEST CUSTOMER IS LOOKING FOR YOU- ARE YOU READY?MICHAEL SORRENTINO, VP ­ DIGITAL MARKETING MANAGER, DIGITAL BANKING, MARKETING & EXPERIENCE, WEBSTER BANKT he world of search marketing is one of constant flux; companies competing on Google have had to keep up with endlessly changing rules of engagement, the introduction of new media types, and frequently redesigned search result pages just to name a few. How does a business cut through the noise to reach their customers at the right time and maximize the return on their marketing dollars?The answer is simple enough- understand your best customer and be where they are. The difference between understanding any customer and your best customer takes a truly outside-in approach toidentify the ideal user's path to purchase. Enter Journey Mapping.Journey Mapping (similar to User Story Mapping or Story Mapping, a long-standing IT methodology), a concept that's been around for over a decade, has earned more attention as companies attempt to eke out their own space in the ferociously competitive digital landscape.Michael Sorrentino
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