Recognizing customer journey mapping as key to generating accurate, innovative, and customer-focused marketing strategies in Mexico

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The Anáhuac Journal
PDF (Español (España)) XML (Español (España))
Published: Jun 16, 2022
DOI: https://doi.org/10.36105/theanahuacjour.2022v22n1.04
Keywords:
customer journey, map, strategy, marketing, innovation

Main Article Content

Mónica Guadalupe González Urbán
Class Technologies Inc.

Abstract

The accelerated digital transformation of businesses, changing local consumer behavior, and digital and direct marketing plans had to be transformed during the pandemic. This forced companies to rethink their marketing strategy to remain effective and retain or attract their customers. Regardless of the size of the company, the product, or the industry to which they belong, many of them did not care to trace the real path that their customers travel to reach them. The objective of this research is to identify if the mapping of the customer journey applied in global organizations is known and recognized in companies in Mexico as a key tool of marketing strategy. A review of the available theory and quantitative research on the workforce in marketing positions of companies in Mexico is carried out. The results showed that 46 % don’t know the actual customer journey of their customers and 83 % say that they are interested to know how to map the customer journey to carry out more precise, innovative, and customercentric marketing strategies and tactics.

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How to Cite
González Urbán, M. G. (2022). Recognizing customer journey mapping as key to generating accurate, innovative, and customer-focused marketing strategies in Mexico. The Anáhuac Journal, 22(1), Págs. 98–117. https://doi.org/10.36105/theanahuacjour.2022v22n1.04
Issue
Vol. 22 No. 1 (2022): The Anáhuac Journal, Vol. 22, num. 1 First Semester
Section
Artículos
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This work is licensed under a Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional.

 

Author Biography

Mónica Guadalupe González Urbán, Class Technologies Inc.

Mónica Guadalupe González Urbán cursa actualmente el doctorado en Comunicación y Mercadotecnia Estratégica en la Universidad Anáhuac del Norte. Posee el grado de Maestría en Administración de Empresas por la Universidad del Valle de México y de Maestría en Psicología por Unitec. Cuenta con más de veinte años como mercadóloga especializada en América Latina en países de habla hispana, inglés y portugués y experiencia en marketing B2B2C en industria de tecnología para empresas multinacionales fabricantes de hardware y software, como Intel, HP, Tektronix, Texas Instruments, CrowdStrike y startups globales, como CitiXsys y CM.com. Participa activamente en programas de coaching internacional, como Mentor-Her en Europa y otros relacionados con el ámbito de la Psicología positiva y Psico-Marketing. Es cofundadora de The Business Club, una agencia de marketing digital para empresas mexicanas de la industria Fintech. Actualmente es directora de marketing y generación de demanda en América Latina para Class Technologies Inc, Edtech americana, con sede en Washington DC, que fabrica software educativo.

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