Well, we have literally dozens of examples where the customer journey results in a cul de sac. Let’s look at some examples.
First, let me say that the point of this example is not to criticise the campaign, but it is to illustrate a specific point about modern marketing.
Quite simply, how long after our campaigns finish, do we need to keep the customer journey backing it up, in place?
If we bear in mind that a lot of this stuff is pretty new, many companies haven’t really got enough data to work this out, so here is an example from a major pizza company. Ignore the paint, that’s the kids using every available piece of paper.
This campaign was delivered back in 2011, more than 15 months ago, so we wouldn’t expect the campaign to still be live.
By the way, just to point out, we are using this particular company as an example, because their campaigns are usually if not always well thought out and great examples of how to do this properly. They are also very ahead of the game.
The real question here is when you use a QR code, how long should you maintain the link and if you decide to end the campaign, where could you send the traffic?
When you visit the site at the end of the QR Code, this is the result.
What should you do with a customer journey after the campaign has ended? How could this be improved in the future?
Let us know in the comments below.