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How to Use Journey Mapping to Yield Fresh and Creative Ideas

Online | On Demand

Marketing creativity and concepting begins with a solid understanding of the customer. But where should teams start to build that knowledge? Kickoff creativity by walking a mile in the user’s shoes. Experience mapping, aka journey mapping, highlights empathy that gets to the heart of your audiences’ wants and needs. Its roots are in service and product design, but when you apply the principles to marketing, it shines as an extremely fruitful base for team-based creative work. 
Not all journey mapping approaches are equal, however. Join Noz Urbina, a globally recognized innovator in adaptive content strategies for omnichannel and personalization, as he walks through a content-specific mapping process that helps bring teams together to generate more, and better, ideas.

Noz Urbina

Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalized, contextually relevant content experiences in an omnichannel environment. He is also co-author of “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the masters program in content strategy at the University of Applied Sciences, Graz, Austria. In 2013 he founded his own consultancy Urbina Consulting and in 2018, co-founded the omnichannel events organisation OmnichannelX


How to Use Journey Mapping to Yield Fresh and Creative Ideas