Digital Consumer Journey

A customer journey includes all the points of contact between a consumer and a brand. Companies map their customers’ journey in order to gain more information on the process people go through that eventually will lead to a conversion for the brand.

In addition to that, it will enable marketers to identify their customers’ expectations and to influence their behaviour along the way.




Stages


In order to increase the efficiency of a business’ marketing efforts, marketers should ensure that they are able to target their audience at each stage of the consumers' journey.


Since people nowadays interact with companies through multiple mediums, different activities should be undertaken to meet them in the right place and the right time!


Before arriving at the actual moment of purchase, consumers go through different stages in the customer journey, being: awareness, consideration, preference and purchase.

70%

of website visitors are more likely to complete a conversion on a retailer's site after being retargeted!

Awareness

In this first stage of the consumer journey, people might not yet be aware of a certain 'problem' they are experiencing nor do they know of the existence of your company.


This is why it is up to you to study their behaviour and identify their pain points! Once you know these, you are able to capture their attention and introduce your product or service.


Since the consumer is not yet ready to purchase anything, interactions that are too direct of pressuring will be avoided.


Recommendations

  • Paid Social ads
  • Paid Google Display ads
  • Blog posts
  • Social media content





Consideration

Now that the consumers are aware of their problem and your offer, they will start mapping out the options that they will consider to solve this problem.


Because consumers will start comparing the offers of several brands in this stage, it is important to inform them about the benefits of going with your solution.


In this stage retargeting is also an essential tactic to stay in the minds of consumers who have already interacted or showed interest in your site before!


Recommendations

  • Paid Social ads
  • Paid Google Display ads
  • Paid Search ads
  • Testimonials
  • Emails
  • Product/Service specifications
  • Case studies




Preference

Based on the research and encounters in the previous stages, consumers will now have a list of companies for which they have developed a particular preference.
















Decision

In this stage of the journey, the consumer has made the decision to purchase the product or service. Here companies should give the buyer that extra push or incentive to complete its purchase with them.


By providing personalized content that caters to the consumers' specific needs and requirements, it will be easier for consumers to be convinced that your offer is the best final option.


*The path to conversion should be made easy for the customer!*


Recommendations

  • Paid Search ads
  • Google Shopping ads
  • Promotions
  • Coupons
  • Sales support

Touchpoints

Touchpoints are all the moments in which consumers have any kind of interaction with a company before, during or after a purchase. These points of contact each have the ability to influence a consumer’s perception of a company’s branding. This is why it is crucial for companies to make sure that all of these points are relevant, suitable valuable to consumers.


Some examples of online touchpoints are social media platforms, websites, newsletters, customer support and advertisement.

(Image Source: Business 2 Community)

Offline Touchpoints

Offline touchpoints are the moments of contact with a brand that are not done through the internet. Examples of these points would be print advertisements, flyers, word-of-mouth, store displays etc.


Though not applicable here, keeping track and optimizing offline touchpoints is also crucial to your marketing strategy!

Your Turn!

Now that you know more about the importance of integrating the digital consumer journey into your digital advertising strategy and the different touchpoints that should be considered, it's up to you! Are you ready to take your online marketing to the next step?