In this panel episode, industry leaders discuss the evolving nature of the customer journey in today's digital landscape. Josh Clarkson, Global Lead for Retail Media at Mars, and Chief Consultant at Edify Digital Commerce Consulting introduces the concept of a 'wormhole,' where shoppers enter and exit the purchase process at various points. Todd Weagent from Masimo emphasizes the need for continuous engagement through an explosion of touchpoints, enhanced product detail pages, and strategic use of reviews. Julie Liu from Ghirardelli Chocolate Company advocates for the 'flywheel' model, a self-reinforcing loop that builds momentum through influencers, social engagement, and customer advocacy. Together, these perspectives challenge the traditional marketing funnel and offer fresh frameworks for understanding customer behavior.
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CHAPTERS:
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00:00) About Today's Topic
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01:03) About the Show
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01:25) Josh Clarkson: The Wormhole Model
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02:24) Todd Weagent: Continuous Customer Engagement
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03:46) Julie Liu: The Flywheel Approach
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04:47) Outro
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