From the course: Small Business Marketing (2020)
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Customer journey
From the course: Small Business Marketing (2020)
Customer journey
- Take a minute and consider something that you bought recently. Did you walk into a store and pick out an item on the shelf? Maybe you ordered something from an online website. How many steps were involved in that process? Did you look up a review? Search for a coupon? Maybe look at neighboring products on the shelf? Did you explore the company website? Sign up for their newsletter? Download a case study? Were you introduced to the product from a friend's referral, or maybe an online advertisement? Each interaction, from identifying that you needed to buy something, to completing that purchase at the local store, had you move through each stage of the marketing funnel and interact with various pieces of messaging. The buyer may be moving up and down the funnel. And this movement, and all the touchpoints, creates what we call the customer journey. The best marketing maps the most common consumer journeys and identifies…
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