<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dc9fd181a352b5a52e9d_1717414169280.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">The Complex Customer Journey: Strategies for Financial Marketers</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>10 July 2024</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Wed, 10 Jul 2024 · 11:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal">The path to purchase is no longer a simple, linear funnel. Today's digital landscape has made the customer journey much more complex, a "Messy Middle" between initial awareness and the final purchase decision.</p> <p class="gn-reveal">In this webinar hosted by Network members <a href="https://www.thebalanceagency.com/" target="_blank"><strong>The Balance Agency</strong></a>, they'll dive into ground-breaking research by Google that analysed over 300,000 shoppers to understand what influences brand preference and purchase decisions in this critical middle stage.</p> <p class="gn-reveal">Taking a specific look at financial services in the research, for example 76% of Mortgage customers were willing to change provider, and 94% of insurer customers were. Experts at <strong>Balance</strong> show how to take advantage of that.</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>What you'll learn:</h4> <ul> <li><strong>Digital touchpoints and their impact.</strong> How digital touchpoints like <strong>Display ads</strong>, <strong>YouTube</strong>, <strong>Search</strong>, <strong>and Social</strong> impact consumers in the exploration and evaluation phases.</li> <li><strong>Cognitive biases that sway brand preference.</strong> The <strong>cognitive biases that are most effective</strong> at swaying brand preference, with up to 89% of consumers switching their preferred brand after being exposed to competitor brands.</li> <li><strong>Practical tips for your brand.</strong> Practical tips for supercharging your own brand by <strong>leveraging these biases across channels</strong> and throughout the messy middle of the customer journey.</li> </ul> </aside> <p class="gn-reveal">If you're a marketer looking to strengthen your brand's position in the digital path to purchase, <strong>this is a must-attend session</strong>. Join us to learn evidence-based strategies for showing up at the right moments and maximizing your impact in the messy middle.</p> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Alex Murphy</span> <span class="gn-speaker__role">Co-Founder · Balance</span> <a href="https://www.linkedin.com/in/consultantcmo/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Gareth Morgan</span> <span class="gn-speaker__role">Co-Founder · Balance</span> <a href="https://www.linkedin.com/in/mrgarethmorgan/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <p class="gn-reveal"><em>This event is hosted by a member of our Agency Network, to register for free, please visit the event page <a href="https://www.linkedin.com/events/7203357123580182529/about/" target="_blank"><strong><em>here</em></strong></a>, or submit the form to the right and we'll confirm your registration with the agency.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/using-biases-within-your-digital-marketing-to-grow-conversions-up-to-89" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Using biases within your digital marketing to grow conversions up to 89%</span> <span class="gn-related__excerpt">Liberty Marketing reveals which biases drive financial brand switching across display, search, social, and YouTube, and how to apply them th</span> </a> </li> <li class="gn-related__item"> <a href="/articles/google-optimized-getting-the-best-from-your-digital-analytics" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Google Optimized - Getting the Best from your Digital Analytics</span> <span class="gn-related__excerpt">Experts cover GA4 migration gaps, personalisation options, and performance strategies to help agency marketers stay ahead after Google&#39;s pla</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-4-ways-your-marketing-digital-strategies-might-be-disconnected-and-how-to-solve-them" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: 4 Ways your Marketing &amp; Digital Strategies Might be Disconnected – and How to Solve Them</span> <span class="gn-related__excerpt">Over 35% of marketers are shifting spend to digital, yet misaligned ownership, briefs, and measurement hold agencies back. Here are four fix</span> </a> </li> <li class="gn-related__item"> <a href="/articles/brand-and-performance-in-balance" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Brand and Performance in Balance</span> <span class="gn-related__excerpt">Google and Balance co-founder Alex Murphy share case studies, budget strategies, and tactics to align brand spend with performance goals in </span> </a> </li> </ul> </aside>