ITV: Mastering Customer Journey Mapping for Content Success


ITV’s deep analysis of search trends for their programs revealed diverse search behaviors across different stages of the customer journey. This was crucial for developing a strategy that precisely aligns search terms with consumer intent, enhancing the viewer experience across various platforms.


ITV conducted an exhaustive audit of the search journey, refining the alignment of search terms with the most suitable digital channels. This strategic move was aimed at significantly improving user engagement, content interaction, and building viewer loyalty.


The execution of this strategy led to remarkable outcomes:

  • 35% increase in viewer engagement with content matched to search intent.
  • Notable growth in online traffic to key programs and content.
  • Enhanced viewer retention rates due to improved content relevance.
  • Substantial rise in social media interactions related to ITV’s content.

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