Digital Marketing Course
By the end of this chapter, you will be able to:
The internet has fundamentally changed how consumers make decisions.
Definition: The digital customer journey is a model describing the full lifecycle of a consumer's interactions with a brand across various digital touchpoints, from initial awareness to loyal advocacy.
Key Idea: It's not a simple funnel anymore. It's a complex, looping journey where consumers can jump between stages.
A common framework helps us map marketing activities to consumer needs.
Discovering a need and potential solutions.
Actively researching and comparing options.
Making the decision to purchase.
Becoming a repeat customer.
Recommending the brand to others.
Introduce your brand as a potential solution when a consumer first identifies a need.
Be present where your audience discovers new things.
Provide detailed information to help consumers evaluate your solution against competitors.
Be the most helpful and credible source of information.
Make the purchase process as simple, secure, and seamless as possible.
Remove all friction from the transaction.
Nurture the post-purchase relationship to encourage repeat business and build affinity.
Turn a one-time buyer into a long-term fan.
Empower happy customers to become brand ambassadors and generate word-of-mouth marketing.
This is the most trusted and valuable form of marketing.
Any questions?