Nick Aragon has joined Digital Media Solutions as VP, Business Development. In his new role, Nick will be working on consumer pathways for the company. A consumer pathway is any possible combination of ways in which your customers could travel in order to purchase your goods or services. Knowing these channels will help you discover and correct bottlenecks or weaknesses that lead to a loss of revenue for your company.
Nick brings a wealth of experience to the team, having previously served as President at CreekView Digital. He also has a long history of work in the industry with companies like Trancos, Quinstreet, and Aramis Interactive. We are confident that Nick will be a valuable asset for the company.
The Importance of Consumer Pathways
In today’s digital age, it is more important than ever to have a clear understanding of your customer’s journey – what we like to call the “consumer pathway.” Why is this so important? Because knowing the consumer pathway will help you discover and correct bottlenecks or weaknesses that lead to a loss of revenue for your company.
For example, let’s say you own an online store that sells shoes. You may think that the only way for someone to buy one of your shoes is by going directly to your website and making a purchase. However, there may be other steps involved that you are not aware of. Perhaps some customers find your shoes through a Google search, while others may see them advertised on Facebook. Others may hear about your shoes from a friend or family member.
The point is, there are many different ways that someone can end up buying one of your shoes – and it’s important to understand all of those pathways so that you can optimize each one for maximum conversion. By doing so, you will ensure that no potential customer slips through the cracks and that you are making the most out of every single marketing channel.
