So, how does the digital customer journey work? This journey is constantly evolving, and there’s fragmentation in media. Many factors impact how a potential customer sees and reacts to the advertising they view. In the infographic below, find insights and more to help best define the digital customer journey for your advertisers.
Digital Customer Journey FAQ
Are digital customer journeys always linear?
Most aren’t linear because of the fragmented customer journey. Google coined the term “the messy middle” as a “complex space between triggers and purchases, where customers are won and lost.” Exploration and evaluation happen in cycles, and people go back and forth.
Is a customer’s journey the same as a buyer’s journey?
People often use the terms interchangeably, but there are differences. The buyer’s journey usually includes all of someone’s experiences, including what happens before the customer journey stages. The customer journey includes specific touchpoints and media types used to attract someone.
When should a digital customer journey get an update?
Many factors can change the journey for customers, including new buying behaviors, customer loyalty trends, industry disruptions, new competitors and more. When something “major” occurs or campaign performance wanes, it may be time to rethink the journey.
What do I do if my advertiser doesn’t have an ICP?
They may not formally call it this. They may refer to it as a buyer persona or have ideas about who their best customers are. You can help them develop this by using this post on ICPs.
How can you track the performance of campaigns you map out on a customer journey?
All digital tactics are measurable. Your advertising platform should provide you with reports on metrics for all components of the campaign, which you can review with customers. These reports will be useful for optimizing future campaigns.
