Latest / Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing
How Customer Journey Maps Reveal Channel Cannibalization
Episode 24 of Customer Journey with Fexingo. Lucas and Luna explore how customer journey maps can expose channel cannibalization—when one marketing channel steals conversions from another without adding net value. Using the example of a mid-market apparel brand that saw organic search drop 22 percent after ramping paid social, they break down how to detect cannibalization in your own data, why last-click attribution hides it, and the three-question audit every marketing team should run. Practical, concrete, and actionable for any multi-channel marketer.
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The skinny
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